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