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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  • Fuzzy approach for a more objective questionnaire
  • Modified cross axis of Kano's model (Shyu et al., 2013)
  • Beware of alternatives
  • Three-level questionnaire

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  1. History of the Kano model

alternative-kano-methods

Last updated 9 months ago

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Alternative versions of the Kano model

Using only three responses (“satisfied”, “neutral”, “dissatisfied”) - Kano 2001

Revised Kano model 2019 Horton & Goers

Emery and Tian 2002

Martensen and Grönholdt 2007

Löfgren 2007

Fuzzy approach for a more objective questionnaire

(Lee and Huang, 2009)

According to Shokohyar 2020 Meng et al. 2015 proved that the integration of the Kano model and Fuzzy framework is useful in deducing consumers' uncertainties and vagueness psychology. If participants are allowed to select multiple choices on a fuzzy basis while selecting their answers, the outcomes will be closer to their original thoughts (see also Matzler 1998)

Modified cross axis of Kano's model (Shyu et al., 2013)

Beware of alternatives

An empirical comparative study between the original Kano method and substitute approaches shows that none of the alternative approaches lead to an outcome that is comparable with the outcome of the original Kano method (Witell and Löfgren, 2007)

Three-level questionnaire

The results from the three-level questionnaire consistently differ from the results of the five level Kano questionnaire (Witell and Löfgren, 2007).

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