Kano Analysis | Everything You Need To Know

Kano Analysis is a tool used in product development and customer satisfaction research to understand and categorize customer preferences.
It helps identify basic needs, performance needs, and delighters or exciters, enabling businesses to prioritize features and improvements that will maximize customer satisfaction.
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KANO Analysis is a product development and customer satisfaction tool that can be used to understand customer preferences.
The method was developed by Dr. Noriaki Kano in the 1980s and it classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, and Reverse.
1️⃣ Must Be Feature
The 'Must-Be' features are the basic attributes that customers expect from the product. If these are not fulfilled, the customer will be dissatisfied. However, their presence does not contribute to higher satisfaction.
2️⃣ One Dimensional
'One-Dimensional' features are directly related to customer satisfaction. The better the performance of these features, the higher the customer satisfaction and vice versa.
3️⃣ Attractive
'Attractive' features are those that exceed customer expectations and provide a wow factor. They can significantly increase customer satisfaction, but their absence does not cause dissatisfaction.
4️⃣ Indifferent
'Indifferent' features are those that do not impact customer satisfaction whether they exist or not.
5️⃣ Reverse
'Reverse' features are those that can cause dissatisfaction if present and satisfaction if absent.
The KANO Analysis helps to prioritize the features that will be most beneficial to customer satisfaction.
It involves surveying customers on product features and analyzing the results to categorize features into the five KANO categories.
This analysis can guide product development and improvement efforts, ensuring that resources are focused on features that will maximize customer satisfaction.
It's a valuable tool for any industrial engineer looking to optimize product design and meet customer needs effectively.
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