Electronics Failure Investigation Case Study
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The Challenge: A silicone rubber seal design issue was perceived as poor workmanship, manifested as visible gaps in the part assemblies of a household consumer appliance, potentially harming the brand image. Directly competing design requirements were at play. A high...
FDA Cranks up Pressure for Modeling and Simulation In November 2023, the FDA released new guidance on assessing the credibility of computational modeling and simulation (CM&S) in medical device submissions. This guidance underscores the agency's...
In 2005 Procter and Gamble coined the term “First Moment of Truth” to describe the first 3-5 seconds the consumer’s eyes meet a product on the store shelf, likely adjacent to a competitor, and they make the decision to purchase that product over the competitor’s...