QFD method in the generation of geoinformation technical requirements: a case in the Amazon

Abstract Paper aims To explore the pioneering application of the QFD methodology in cartographic production in Brazil, focusing on aligning customer expectations with technical specifications in the development of orthoimage products. Originality This study represents a novel approach to employing the QFD methodology in the Brazilian cartographic sector, highlighting its potential to transform customer requirements (VOC) into prioritized technical attributes, an approach not widely used in this context. Research method The research employs a QFD-based approach, integrating qualitative and quantitative analyses to translate customer expectations into technical specifications. The methodology was applied in the design of orthoimage maps and extracts, with a focus on customer needs and operational requirements. Main findings Nine customer expectations (WHATs) related to image information were identified and addressed through fifteen technical descriptors (HOWs) using the QFD methodology. The study highlights the effectiveness of QFD while emphasizing the need for clearer definitions of cartographic products, scale, and operational requirements to improve the translation of VOC into VOE. Implications for theory and practice This study demonstrates the feasibility and challenges of applying the QFD methodology in cartographic production. It provides insights into bridging the gap between customer expectations and technical production, emphasizing the need for structured approaches in geoinformation projects. The findings can guide future research and practice in improving cartographic product development, particularly in aligning user needs with technical capabilities.