Contents
- What is the Kano Model
- Kano Product Characteristics
- How to Conduct Research Using the Kano Method
- Analysis of Kano Analysis Results
- Conclusions and Applications
What is the Kano Model
The Kano Model is a powerful tool for assessing customer experience that allows for a deeper understanding of how users perceive various features of a product or service. This method is particularly popular among developers as it helps determine which functions are worth investing time and resources in, and which ones do not hold enough value for users. The results of the Kano analysis can also be useful in marketing, as they indicate which aspects of the product should be emphasized in promotional materials.
The model was proposed by Noriaki Kano in 1984, who is a recognized expert in quality management and process optimization. In the early 20th century, there was a belief that the quality of a product was defined by its objective characteristics, such as durability and longevity. However, this led to the cost of goods exceeding the amount consumers were willing to pay. William Deming, an American management consultant, proposed the concept of subjective quality, which is based on the value and utility of the product to the customer. This inspired Kano to develop his model.
Kano Product Characteristics
The Kano Model divides product characteristics into five main types, which can be visualized on a coordinate plane where the vertical axis reflects the emotional response of the user, and the horizontal axis represents functional properties. Here are the main categories of characteristics:
- Must-be, Basic (Must-be, M): These characteristics are necessary to meet user needs. Their absence causes disappointment, but their presence does not bring joy.
- One-Dimensional, Important (One-Dimensional, O): These characteristics directly affect the level of user satisfaction. The higher their value, the greater the satisfaction.
- Attractive, Motivating (Attractive, A): The presence of such characteristics, even in minimal amounts, pleasantly surprises the user, although their absence does not worsen the experience.
- Indifferent, Neutral (Indifferent, I): These characteristics do not affect the emotional response of the user and are perceived neutrally.
- Reverse (Reverse, R): These properties negatively affect the user experience. The more pronounced the undesirable attributes, the less satisfaction the customer feels.
How to Conduct Research Using the Kano Method
To determine which type of characteristics a particular product attribute belongs to, it is important to gather customer opinions. It is necessary to identify 10-15 properties and ask users two key questions:
- How would you feel if the product had feature N or if it was implemented well?
- How would you feel if the product did not have feature N or if it was implemented poorly?
Users can choose one of five response options:
- I would like it.
- I expect it.
- I don’t care.
- I wouldn’t like it, but I could accept it.
- I wouldn’t like it.
Analysis of Kano Analysis Results
To analyze the results, one can calculate what percentage of respondents classified a characteristic into a particular type. There is also an integrated approach using weighted scores that allows for a more accurate interpretation of the data. The classical method includes the use of a logical square, which helps determine the type of characteristic based on user responses. Socio-demographic factors also play an important role in the analysis, as they can influence the perception of characteristics.
Conclusions and Applications
The results of the Kano analysis help optimize the product and adjust marketing strategies. Businesses can focus on must-be characteristics, avoiding unnecessary investments in unimportant aspects. It is also important for marketers to emphasize attractive features to effectively attract customers. For example, in the case of a smart speaker, the focus should be on sound quality and assistant capabilities, while less significant features, such as LED lighting, can be excluded to reduce costs.