The complete guide to the Kano model
  • The complete guide to the Kano model
  • Why I wrote this guide
  • A short note on terms used
  • The value of the Kano model
  • The Kano model in a nutshell
  • Step-by-step guide to a Kano study
    • First rule of a Kano study
    • Gathering features
    • Designing your Kano survey
      • The art of formulating good questions
      • More on questions
      • Wording the answers
      • Test your survey
    • Administering your Kano survey
      • In person or online?
      • Selecting survey participants
      • Survey layout
    • Analysing the results of your Kano study
      • Classic Kano survey analysis
      • Continuous analysis
      • Validity and reliability
  • Applying your Kano study results
    • Prioritizing features
      • Prioritising by Kano category
      • Prioritising within categories
      • Prioritising by the value of a feature's presence and the cost of its absence
    • The product development lif
      • Understanding Kano categories to make the right decisions
      • Removing features
      • Identifying areas of improvement
      • The under-utilisation of the Reverse category
      • Disrupting conventions
    • Uncovering customer segments
    • Tracking the life cycle of customer attitudes and product features
      • The life cycle of successful product features
      • Other patterns
      • Customer satisfaction over time
    • Product communication
    • Organisational benefits
      • Objective decision making
      • Product process
      • Resource allocation
    • When not to use the Kano method
  • History of the Kano model
    • Genesis of the Kano model
    • Extensions to the Kano model
    • alternative-kano-methods
    • kano-model-critique
  • Appendices
    • appendix-i-answer-labels
    • appendix-ii-bibliography
  • Deleted
    • Preface
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  • Presence and performance
  • Product and services
  • Features and attributes

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A short note on terms used

Presence and performance

The Kano model gauges how a customer feels about having something and not having something. That something could be performance-related (such as the speed of a car) or presence-related (such as the car having brakes). That's why in this book, the terms performance and presence are used interchangeably.

Product and services

You can use the Kano model to understand how customers feel about your product or service. I'll be using the term product most, but bear in mind that can also mean any kind of intangible service.

Features and attributes

I'll be using the term feature most, but it's interchangeable with attribute. In other words, the Kano model works for both functional capabilities and properties or characteristics of a product or service.

Last updated 9 months ago

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