Developed in 1984 by Dr. Noriaki Kano, the Kano analysis model helps you deeply understand customer’s emotional responses to a product, service, or feature. A Kano analysis allows a business to prioritize features that are important to customer satisfaction. It’s a method of product development which focuses on the customer. The method measures 5 emotional response types:
- Must Have (Basic) Features
- Performance Features
- Attractive (Excitement) Features
- Indifferent Features
- Reverse Features
The model uses a questionnaire to determine a response regarding satisfaction and functionality. The satisfaction scale runs from frustrated on the low end and delighted on the high end of satisfaction ratings. The functionality scale runs from none to best. These two scales are plotted together on the Kano Reaction Graph to determine the category.
The Kano model can be used to increase customer satisfaction, determine your best products/features, identify priorities, and make efficient use of time/resources.
For more information, check out https://asq.org/quality-resources/kano-model. For more resources on Quality Tools, check out https://asq.org/quality-resources/quality-tools.
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