EXPLORING CUSTOMER NEEDS TO DEVELOP NEW EDUCATIONAL TOYS USING THE HOUSE OF QUALITY FRAMEWORK: A CASE OF SAFEUR FINAL PROJECT By Qiraina Febe Hotmida 19221005 Bachelor of Entrepreneurship Program School of Business and Management Institut Teknologi Bandung 2024 ii This page is intentionally left blank iii EXPLORING CUSTOMER NEEDS TO DEVELOP NEW EDUCATIONAL TOYS USING THE HOUSE OF QUALITY FRAMEWORK: A CASE OF SAFEUR Qiraina Febe Hotmida 19221005 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2024 Supervisor: Dr. Eng. Mursyid Hasan Basri, S.T, M.T. ABSTRACT 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. Key Words: Educational Toys, STEM Education, Toy Market, Consumer Needs, House of Quality, Product Development, Indonesia iv EKSPLORASI KEBUTUHAN PELANGGAN UNTUK MENGEMBANGKAN MAINAN EDUKATIF BARU MENGGUNAKAN KERANGKA HOUSE OF QUALITY: KASUS SAFEUR Qiraina Febe Hotmida 19221005 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung 2024 Supervisor: Dr. Eng. Mursyid Hasan Basri, S.T, M.T. ABSTRAK Pasar mainan mengalami pertumbuhan konsisten dengan pergeseran ke opsi edukatif yang menggabungkan hiburan dan pembelajaran. Baru-baru ini, terdapat peningkatan penekanan pada keterampilan STEM. Meskipun ada ekspansi pasar, pasar mainan edukatif masih berkembang, terutama di Indonesia, di mana adopsi mainan STEM masih rendah. Safeur bertujuan memenuhi kebutuhan orang tua milenial dengan menciptakan mainan STEM yang menggabungkan set konstruksi dengan nilai pendidikan. Safeur telah melewati berbagai tahap pengembangan sebelum meluncurkan produk pada Februari 2024. Meskipun promosi ekstensif dan kehadiran online, penjualan awal hanya lima produk, menunjukkan ketidaksesuaian antara fitur produk dan kebutuhan pasar berdasarkan umpan balik pelanggan Penelitian ini bertujuan mengeksplorasi kebutuhan dan keinginan pelanggan terhadap mainan edukatif dan menentukan fitur yang harus dimasukkan dalam set mainan edukasi Safeur sesuai dengan kerangka House of Quality. Penelitian ini menggunakan pendekatan kualitatif untuk studi kasus dengan wawancara pelanggan dan persona pelanggan Safeur. Hasil wawancara dianalisis menggunakan kerangka House of Quality untuk mengembangkan mainan edukatif baru untuk Safeur. Temuan penelitian ini mencakup kebutuhan fitur pembelajaran interaktif, daya tarik visual, dan penyampaian informasi yang efektif. Wawasan dari penelitian ini diharapkan berguna bagi strategi pengembangan produk mainan edukatif di Indonesia. Kata Kunci: Mainan Edukatif, Pendidikan STEM, Pasar Mainan, Kebutuhan Konsumen, House of Quality, Pengembangan Produk, Indonesia v APPROVAL PAGE EXPLORING CUSTOMER NEEDS TO DEVELOP NEW EDUCATIONAL TOYS USING THE HOUSE OF QUALITY FRAMEWORK: A CASE OF SAFEUR By QIRAINA FEBE HOTMIDA ID No: 19221005 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Entrepreneurship Bachelor Program of Entrepreneurship School of Business and Management Institut Teknologi Bandung July 23, 2024 Approved By __________________________ Dr. Eng. Mursyid Hasan Basri, S.T, M.T. NIP. 132163489 vi This page is intentionally left blank vii FOREWORD As this journey comes to an end, I can not help but reflect on how I have become. These past three years have been nothing but blessings to me. Not that it was full of rainbows and sunshine, but it has taught me a lot and shaped me into the person I am today. All for the glory of God Almighty that guides me and leads me throughout the process as He promised me in Philippians 4: 6-7 “Do not be anxious about anything, but in every situation, by prayer and petition, with thanksgiving, present your requests to God. And the peace of God, which transcends all understanding, will guard your hearts and your minds in Christ Jesus.” Only by His reassurance, I am able to present this final thesis. Alongside, I would like to express my gratitude for SBM ITB for the valuable lessons I have absorbed for the past three years. Moreover, with gratitude and appreciation for these precious people that stayed by my side throughout the year: 1. My beloved parents; Papa and Mama, who have always been my biggest supporter. Thank you for believing in me and taking care of me. I could not thank you enough and express my gratitude through these words. 2. My siblings; Kak Lintang and Rayi. Thank you for always putting up with me even when I am not at my best. 3. My respected supervisor, Pak Mursyid that has provided me with invaluable guidance in completing my thesis. Your feedbacks and encouragements has been a constant source of motivation. 4. My team, Safeur; Pepey and Dikha. Thank you for not giving up on me.