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Abstract
Different approaches and methods exist to determine product perceptions from the perspective of the customer. These are more or less suitable to provide specific product requirements for product development. Specifically in the area of quality perception, it is difficult to determine target-oriented and product-improvement requirements. One possible approach is the Repertory Grid Technique, which originates from psychology and was developed in 1955 by George A. Kelly. Today, it is applied in market research and provides important suggestions for determining the perception and positioning of products. Equally, initial studies have shown the applicability of the Repertory Grid Technique in the area of quality management. The results are sometimes difficult to interpret, and only provide limited constructive information to support product development. In this paper, various Repertory Grid studies are presented and compared with regard to the quality of their results. Through feedback loops, the technique is gradually modified and improved based on the quality of their results.