The paper proposes a fuzzy logic-based group decision making (GDM) approach, which can be used for quality function deployment (QFD) in the development of product improvement strategies. Decision makers can state their preferences in various ways, including incomplete preferences which are difficult to evaluate in a coherent way. We extend the QFD methodology by using a GDM approach which considers multiple preference formats and incomplete information. Finally, a numerical analysis for “Portable Entertainment and Game Systems” design is given to verify the feasibility of the model.