EXPLORING CUSTOMER NEEDS TO DEVELOP NEW EDUCATIONAL TOYS USING THE HOUSE OF QUALITY FRAMEWORK: A CASE OF SAFEUR

• Main Author: Febe Hotmida, Qiraina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84091
• Institution: Institut Teknologi Bandung

The toy market is experiencing consistent growth with a shift towards educational options that blend entertainment and learning. Recently, there has been increased emphasis on STEM skills. Despite market expansion, the educational toy market is still developing, especially in Indonesia, where the adoption of STEM toys is low. Safeur aims to meet the needs of millennial parents by creating STEM toys that combine construction sets with educational value. Safeur has undergone various stages of development before launching the product in February 2024. Despite extensive promotion and online presence, initial sales were only five products, indicating a mismatch between product features and market needs based on customer feedback. This research aims to explore customer needs and wants for educational toys and determine the features that should be included in Safeur's educational toy sets according to the House of Quality framework. A qualitative approach with single case study is used, conducting interviews with Safeur's customers and customer personas. The interview results are analyzed using the House of Quality framework to develop new educational toys for Safeur. The findings highlight the need for interactive learning features, visual appeal, and effective information delivery. Insights from this research are expected to inform strategic product development for educational toys in Indonesia.