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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  • Internally: process
  • To facilitate product roadmap definition
  • To align all internal stakeholders and not have to go back on earlier decisions
  • To objectively document decisions
  • Validate hypotheses that came up during discovery
  • Resource allocation
  • Externally: business
  • Make products more competitive by focusing on customer value (and reducing costs)
  • Increase customer satisfaction leading to more loyal users
  • Differentiate in the market

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  1. Applying your Kano study results

Organisational benefits

Last updated 10 months ago

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Product requirements are better understood. The product criteria

Internally: process

To facilitate product roadmap definition

To align all internal stakeholders and not have to go back on earlier decisions

To objectively document decisions

Validate hypotheses that came up during discovery

Resource allocation

mittal 2001

Externally: business

Make products more competitive by focusing on customer value (and reducing costs)

Increase customer satisfaction leading to more loyal users

Differentiate in the market

Chen 2020:

Lee 1997

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Materla 2018