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Frequently Asked Questions

• What is Kano analysis?

  The Kano Analysis model (pronounced “Kah-no”), also known as the “Customer Delight vs. Implementation Investment” approach, is an analysis tool that enables you to understand how customer emotional responses to products or features can be measured and explored.

• How do you use a Kano graph to evaluate features?

  Position the features on the Kano graph to see what features would work best, and where there are quick wins. Look at the features by category group and work on how you can improve your product or service (you want to look at how each category can be positively productive to the product or service).

• What is the Kano model of feature development?

  The Kano model prioritizes your feature ideas into a clear development plan based on performance enhancement and customer satisfaction levels. Increase customer satisfaction The Kano model avoids feature development on ideas that won’t enhance customer satisfaction so that you can please your customers quicker.

• How do I apply the Kano feature categories?

  Apply the Kano feature categories to each feature in question: Using your customer results and your judgment, take each feature and classify these according to the five categories of must be, performance, attractive, indifferent and reverse.

• Why is the Kano model useful for firms?

  This allows firms to identify which features they should focus on when developing a new product. While the Kano model can be an extremely helpful tool in classifying the attributes of a potential NPD, it can sometimes be confusing to understand exactly what the model represents and where the value of the model lies.

• What is the easiest way to perform Kano model analysis?

  On Conjoint.ly, the easiest way to perform Kano model analysis is through using a series of multiple choice questions. For each of your attributes, two questions need to be asked - both a functional and dysfunctional question.

• How does the Kano model generate results?

  The Kano model generates output from both discrete analysis, as well as continuous analysis. The results from discrete analysis are calculated by looking at each individual’s responses to the questions to find how they categorise each attribute. From here we can see how each attribute is categorised on average.

• Is there a Kano survey template in Microsoft Excel?

  This Microsoft Excel file has 4 templates that will help anyone interested in running a Kano Survey. Note: The Customer Satisfaction Coefficient Scatter Plot uses a customized Excel Macro to create the Scatter Plot with labels.