Product quality is a topic of significant industrial importance and has been the subject of ongoing research over many years. However, the study of non-conformance reduction in the pre-production stage of product development has received only limited attention. Although products undergo chronological and rigid assessments, there are still non-conformances which are detected late in development stages particularly in pre-production. Furthermore, these non-conformances are problematic when rectification cannot be found rapidly and these problems are then carried over into production. The research, which is based on consumer electronic product, addresses product nonconformance in the pre-production. The work reported in this thesis focuses on the identification and control of non-conformances to facilitate improved product validation and aids the pre-production team in product assessment and decision making.