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Kano Model Method | Solution Template

The Kano Model, devised by Professor Noriaki Kano, is a methodological framework employed in market research to understand customer preferences. It categorizes product or service features into 6 distinct categories based on customer’s feelings towards presence or absence of the product feature.

Survalyzer Kano Model Solution Template

If you want to conduct research using Kano Model and Survalyzer, start with our ready to use solution template. It includes both survey and report to analyze the results.

Download the following file and upload it when creating a new survey with “from file” setting.

Professional Analytics license required for for custom report adjustment.

When to Use the Kano Model

The Kano Model finds application in a multitude of market research scenarios, including but not limited to:

  1. New Product Development: Prioritizing features during the ideation phase.
  2. Product Enhancement: Identifying areas for improvement in existing offerings.
  3. Customers segmentation: Identify which customer group treats a feature as a “Must-be” and which group is “Neutral” to it’s existence.
  4. Pricing Strategy: Assessing the perceived value of features in relation to pricing.

Kano Model Explained

In the Kano Model, respondents evaluate each feature tested along two dimensions: functional and dysfunctional. Functional attributes represent positive aspects contributing to satisfaction, while dysfunctional attributes denote negative aspects leading to dissatisfaction. Respondents are presented with questions such as:

  • Functional: “If you have the feature above, how would you feel?”
  • Dysfunctional: “If you don’t have the feature above, how would you feel?”

Based on respondents’ answers, features are categorized into six distinct categories:

  1. Attractive: Features that elicit high satisfaction when present but do not cause dissatisfaction when absent.
  2. Must-be: Features expected by customers, resulting in dissatisfaction when absent but not necessarily increasing satisfaction when present.
  3. Performance: Features where satisfaction increases linearly with their presence and decreases when absent.
  4. Indifferent: Features with minimal impact on satisfaction levels.
  5. Reverse: Features that, if present, lead to dissatisfaction.
  6. Questionable: Features with uncertain or ambiguous effects on satisfaction, necessitating further investigation. May be also a result of bad quality interviews.

How to Conduct Kano Model Research Using an Online Survey

Conducting Kano Model research via online surveys involves systematic steps:

  • Designing clear and concise survey questions covering each feature under evaluation.
  • Incorporating both functional and dysfunctional questions mentioned above for each feature.
  • Utilizing online survey platforms such as Survalyzer to administer the survey, ensuring accessibility to a diverse respondent pool.
  • Randomizing the presentation of features to mitigate response bias and ensure objectivity.
  • Pilot testing the survey with a representative sample to identify and address any issues before widespread distribution.

To avoid creating survey and report from scratch, use our solution template linked at the beginning of this article.

How to Analyze and Interpret the Results

After conducting research using Kano Model, the categories to focus on depend on the specific goals and objectives of the organization, as well as the nature of the features assessed. However, in general, the efforts should be prioritized for the the following categories:

  1. Attractive Features: These are features that elicit high satisfaction when present but do not cause dissatisfaction when absent. Focusing on enhancing these features can differentiate the product or service and create a competitive advantage in the market.
  2. Performance Features: These are features where satisfaction increases linearly with their presence and decreases when absent. Improving these features can lead to incremental increases in customer satisfaction and loyalty.
  3. Must-be Features: While these features may not necessarily increase satisfaction when present, their absence can lead to dissatisfaction among customers. Ensuring the presence and functionality of these features is essential to meet baseline customer expectations and prevent dissatisfaction.

By prioritizing efforts on these categories, businesses can effectively allocate resources and investments to address customer needs and preferences, thereby enhancing overall customer satisfaction and driving long-term success in the market.

Updated on April 19, 2024
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