The Kano Model

The Kano Model is an insightful way of understanding, categorizing, and priotitizing 5 types of Customer Requirements (or potential features) for new products and services. (Basic, Performance, Excitement, Indifferent, and Reverse) Each category of requirements has a distinctly different influence on customer satisfaction. The model was created in the early 80’s but continues today to be an essential tool for all organizations independent of industry or size.
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Here’s 7 other Videos to consider watching!
1. • Maximize Value - Value is a ratio of "good stuff" to "bad stuff" in a product, service, or software. Learn the qualitative and quantitative elements of the Value Equation and how to maximize New Customer Value with 6 "strategies" and over 3 dozen specific tools.
2. • Tool Selection Matrix - The Tool Selection Matrix is a simple (yet comprehensive) decision matrix that shows you the best Idea Generation and/or Problem-Solving Tools for a variety of common corporate technical situations that call for "Innovation or Inventive Thinking".
3. • The Trimming Technique - The Trimming Technique is an amazing 6-step algorithm for cost or complexity reduction. The technique targets elements of any system or process for elimination. These elements are either parts of a system or steps in a process. It can also be used for problem-solving and the identification of new unique market opportunities.
4. • Invention, Innovation,... - Learn the proper definitions and differences between Invention, Innovation, and Improvement and how they are interrelated but fundamentally quite different.
5. • 8-Step Innovation Fram... - Our 8-Step Innovation Framework shows how Systematic Innovation is NOT an oxymoron, two mutually exclusive words that just don't seem to fit together. Get introduced to our 8-Step "Innovation Framework" and see how over 3 dozen "Innovation Tools" are integrated into our Innovation Framework.
6. • The Kano Model - The Kano Model is an insightful way of understanding and categorizing 5 universal types of Customer Requirements (or potential features) for new products and services. Learn how each category of requirements has a distinctly different influence on customer satisfaction.
7. • Separation Principles - The Separation Principles are 4 brilliant Inventive Principles that deal with Physical Conflicts or Contradictions (i.e. mutually exclusive requirements) and are one of the tools from the TRIZ (Theory of Inventive Problem-Solving) toolbox.
Additional Topics, Concepts, and Best Practices: - Available in future videos as well as our current Training and Workshops:
1. 7 revealing questions about Innovation
2. 9-Box
3. Affinity Process
4. Analytic Hierarchy Process
5. Attribute Dependency
6. Barriers to Innovation
7. Biomimicry
8. Blue Ocean Strategy
9. Brainwriting 635
10. CAGE Model
11. Can't Fix It, Feature It!
12. Communicate Value
13. Competitive Benchmarking
14. Concept Evaluation Techniques
15. Concept Fan
16. Cost Reduction Catalysts & Questions
17. Creative Sabotage
18. Customer Needs Matrix
19. Debono's 6 Hats
20. Design Structure Matrices
21. DFSS
22. Ease Impact Matrix
23. Effects Knowledgebase (Scientific)
24. Ethnography
25. Facilitation Skills
26. FMEA*
27. Forces of Innovation & Change
28. Growth Strategies
29. Holistic Cube
30. House of Quality
31. Innovation Quotes
32. Inventive Principles (40+)
33. JTBD
34. Kano Survey
35. Lateral Benchmarking
36. Lead Users / Early Adopters
37. Memorable Sensory Experience
38. Miro
39. Morphological Tables
40. PainStorming
41. Patterns of System Evolution
42. Psychological Inertia
43. QFD
44. Resources
45. Right People
46. SAO Analysis
47. SCAMPER
48. Scope Expansion
49. Situation Analysis / Function Modeling
50. Super Lateral Benchmarking
51. Technology DNA
52. Trend Research/Analysis
53. TRIZ Overview
54. Value / "Ideality"
55. Value Analysis / Value Engineering
56. Van Westerdorp Price Sensitivity Analysis
57. VAST Process
58. VOC Basics

[@SIAMAK_R]

Awesome and meaningful 👌

[@JuanmaAgudoCarrizo]

how do you survey users to get non-linear lines for excitement and basic features?

[@dverduyn]

Hi Juan, That’s a very good question, and where people often misunderstand the 2 “curved” (of the 5) lines on the Kano Model. Those curved lines are neither plotted or have data plotted on them. I was surprised to see other Kano Model Videos that suggested doing this. This is wrong. The curved lines (and the straight ones) show how the particular Category of need behaves (correlates to satisfaction) as it goes from being absent to being executed and engineered very well. I will be creating another video soon, on the Kano Survey, that explains how you determine which category any of your projects needs/features fall into. In that video, I will show you exactly how to plot the data but I promise you, it never gets plotted on those “curved” lines on the Kano Model. It is a completely different way of plotting. I will show you 3 ways to determine the categories. I hope that explanation helps a little ... hard to answer completely with text. Feel free to reach out to me with other questions on the Kano Model or Kano Survey.