Research & Advanced Engineering Ford Motor Company Europe

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

DGQ Fachtagung56th EOQ Congress

FQS Forschungstagung

Walter Masing Award 2012:

Metrological System for Perceived Quality Parameters to Establish Transfer Functions to Human Perception

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Customer Relevance of Perceived Quality (JD Power)

May 22, 2012Page 3

* Differs by Market and Segment

Overall Appeal Score

Importance*

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Introduction – What is Perceived Quality?

... is the human based evaluation of a product by the sensory inputs cross linked with expectations, experiences, preferences, and cultural factors.

May 22, 2012Page 4

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Why do we measure Perceived Quality?

Motivation:

‘We can only methodically improve, what we can measure in a robust and reliable manner’

Efficiently handle communication during the whole product creation process between: Design, Product Development, Supply Base, Launch Team, Manufacturing and vice versa.

May 22, 2012Page 5

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Creation of a Perceived Quality Function

May 22, 2012Page 6

Correlation

Y = f (x1, x2, x3, …)

.

.

.

Acquisition of Human Quality Perception

Measurement of Perceived Quality Attributes

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

How to Measure Perceived Quality

Visual Quality- Gaps- Flushness- Gloss - Colour- Graining- Micro Graining- Visual Harmony

RobotizedUnit forTactility andHaptics

Switch Feel- Force Profile- Torque Profile- Wobble- Friction- Usage Stereotypes- Switch Sound- Switch Harmony

Surface Haptics/TactilityOrthogonal: Tangential:

- Elasticity - Friction & stick-slip(initial & progression) - Roughness (macro & micro)

- Recovery Rate - Surface Topography - Stickiness Other: - Surface temperature feel - Stiffness of components - Moving components

May 22, 2012Page 7

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Measurements of Quality Attributes

May 22, 2012Page 8

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Air Register Efforts

May 22, 2012Page 9

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Switch Measurements

May 22, 2012Page 10

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

PQ Toolbox Projects – Steering Wheel Haptics

May 22, 2012Page 11

R² = 92,8 %

Average Front

0

1

2

3

4

5

6

7

8

9

10

0 0,5 1 1,5 2 2,5

Travel [mm]

Effo

rt [F

]

Split Grain + 2 mm_FSplit Grain + 2,4 mm_FTop Grain + 2 mm_FTop Grain + 2,4 mm_FUpper TargetLower TargetTargetSplit Grain + 1,6 mm_FTop Leather + 1.6mm_F

Measurements made by FFA Perceived Quality Team

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

How Can We Include the ‘Real’ Human Perception?

• Customer do not communicate in form of Engineering Parameters• Engineers need measurable quality attributes and parameter as

basis for improvements and specifications

attractive ??

• ‘Translator’ is needed for engineers to better understand the real customer needs

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Approach of Kansei Engineering

Measurement of Quality Attributes

Snap

s

F

Data driven Design Guidelines

Correlation

Rad/Nav Parameters

Rad

io/N

avig

atio

n H

apti

c R

atin

g

3,43,23,02,82,62,42,2

3,4

3,2

3,0

2,8

2,6

2,4

2,2

2,0

Scatterplot of Radio/Navigation Haptic Rating vs Rad/Nav Parameters

Semantic Differentials

Exclusivity Exclusive Ordinary

Elegance Elegant Simple

Perceived Quality High PQ Low PQ

Handiness Handy Bulky

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Ford Mondeo Titanium S

Ford Mondeo PU (hard)

Ford Fiesta Ford Taurus

BMW M3 (E46)

Audi A6

Customer Clinic in cooperation with

Project Set-Up:• Affective evaluation of 6 steering wheels by 64

external participants

• 14 semantic differentials established in workshops by subject matter experts

• 26 Measurable/Quantifiable Attributes established

• Transfer semantic differentials into measureableand quantifiable data

Ford Research & Advanced EuropeDr.-Ing. M. Spingler

Correlation of Kansei Differentials to quantifiable values

TF Exclusivity

Excl

usiv

ity

3,503,253,002,752,502,252,00

4,0

3,5

3,0

2,5

2,0

1,5

S 0,0809040R-Sq 98,5%R-Sq(adj) 98,2%

Regression95% C I95% PI

Kansei Transfer Function ExclusivityTF Exclusivity = - 0,218 + 0,514 Gaps + 0,335 Hardness Rim

--++ + -ExclusivenessEleganceQualityHandiness

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exclusiveelegant

high qualityhandy

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ordinarysimple

low qualitybulky

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--++ + -ExclusivenessEleganceQualityHandiness

------------------------------------------------------------------------------------------------------------------------------------------------------

exclusiveelegant

high qualityhandy

-----------

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ordinarysimple

low qualitybulky

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Ford Research & Advanced EuropeDr.-Ing. M. Spingler

May 22, 2012Page 16

Thank you for your attention!