Quality function deployment (QFD) is a product development process performed to maximize customer satisfaction. In the QFD, the design requirements (DRs) affecting the product performance are primarily identified, and product performance is improved to optimize customer needs (CNs). For product development, determining the fulfillment levels of design requirements (DRs) is crucial during QFD optimization. However, in real world applications, the values of DRs are often discrete instead of continuous. To the best of our knowledge, there is no mixed integer linear programming (MILP) model in which the discrete DRs values are considered. Therefore, in this paper, a new QFD optimization approach combining MILP model and Kano model is suggested to acquire the optimized solution from a limited number of alternative DRs, the values of which can be discrete. The proposed model can be used not only to optimize the product development but also in other applications of QFD such as quality management, planning, design, engineering and decision-making, on the condition that DR values are discrete. Additionally, the problem of lack of solutions in integer and linear programming in the QFD optimization is overcome. Finally, the model is illustrated through an example. (C) 2009 Elsevier Ltd. All rights reserved.