Kano Analysis

Helps determine and prioritize which product attributes are most important to the customer

By assigning each product attribute to one of five categories, customer values regarding satisfaction can be revealed.

  • Required ( atari mae or “quality element”) are the baseline features that must be included, such as privacy, safety, and security.
  • Desired ( ichi gen teki or “one-dimensional quality element”) are attributes that when included, increase the perceived value of the product.
  • Exciter/Delighter ( mi ryoku teki or “attractive quality element”) are a source of surprise based on latent customer needs, improving measures of satisfaction.
  • Neutral ( mu kan shin or “indifferent quality element”) represent features that customers don’t have strong feelings for either way.
  • Anti-feature ( gyaku or “reverse quality element”) attributes provide insight into what you should leave out of a product.
If product feature is present, the customer feels…
If the product feature is absent, the customer feels..

Wikipedia page : https://en.wikipedia.org/wiki/Kano_model

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