If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.ABSTRACT -Reliability evaluations for new electronic components and assemblies regularly require extensive test cycles that are both time consuming and costly. Objectives of such test batteries are to identify failure mechanisms and the relationship between these mechanisms and product design or processing features. Optimisation of these critical factors or process steps results in optimised reliability.Statistically designed experiments can facilitate the optimisation process by minimising the amount of testing needed to identify factors affecting reliability, and by providing insight into how these factors can be specified to ensure optimum product design. Designed experimentation was utilised in this study to look at product design and process factors affecting the reliability of inner leads for tape automated bonding (TAB) components. Four factors are considered: outer lead compliancy; chip immobilisation; downset; and tape stiffness and rigidity.Experimental details and results are presented which assess the relative importance of these factors in determining ultimate inner lead reliability, and also provide guidance for final product design considerations.