AbstractTaguchi's robust design strategy, whose aim is to make processes and products insensitive to factors which are hard or impossible to control (termed noise factors), is an important paradigm for improving products and processes. We present an overview of the strategy and tactics for robust design and demonstrate its usefulness for reliability improvement. Two important components of robust design are a criterion for assessing the effect of the noise factors and experimentation according to specialized experimental plans. Recent criticism of Taguchi's criterion and his analysis of its estimates has led to an alternative approach of modelling the response directly. We give additional reasons for using this response‐model approach in the context of reliability improvement. Using the model for the response, appropriate criteria for assessing the effect of the noise factors can then be evaluated. We consider an actual experiment and reanalyse its data to illustrate these ideas and metho