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Quality function deployment (QFD) is a quality system,that can help to design novel products that meet customers needs. Theory of inventive problem solving (TRIZ) is a very powerful tool in helping to solve difficult technical problems encountered in the design process. Introducing QFD and TRIZ into the conceptual design of the pumping unit combines advantages of these two theories, therefore meeting different demands of different users. It can tell us What should we do it with QFD and How should we do it with TRIZ. The conceptual design method, which is based on QFD and TRIZ, is introduced and used to analyze and evaluate the conceptual design project of a pumping unit.