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This article presents and compares two techniques for making multiobjective product design decisions: quality function deployment (QFD) and decision analysis (DA). A research and development (R&D) case study describes the application of these techniques to the selection of the design for a new cargo/passenger aircraft. QFD provides a process for maintaining the voice of the customer, structuring the information in a concise format, developing teamwork, and improving communication. DA improves the quality of decisions by providing the decision maker with a better understanding of his values, insights into value trade‐offs, an understanding of major uncertainties, and the value of additional information. In this study, we found many similarities between the two techniques; however, for multiobjective decisions, decision analysis provides some significant advantages for generating alternatives and performing analysis. We recommend combining the best features of QFD and DA for R&D decision making.