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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  1. Step-by-step guide to a Kano study

Designing your Kano survey

Last updated 10 months ago

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A typical Kano survey contains questions like these:

If the car horn plays La Cucaracha, how do you feel?
( ) I like it
( ) I take it for granted
( ) I don't care
( ) I can accept that
( ) I dislike it

If the car horn does not play La Cucaracha, how do you feel?
( ) I like it
( ) I take it for granted
( ) I don't care
( ) I can accept that
( ) I dislike it

This look easy enough, but you probably have a whiteboard full of feature ideas that you . You can’t just turn all of these features into questions for your Kano survey. No-one wants to complete a 20-page survey.

The quality of your Kano study not only depends on the amount of questions. How you ask your questions, what labels you use for the possible answers and how you administer the survey all determine its quality.

There are rules of thumb you can follow to make sure your Kano study will deliver the insights you need to make good decisions. These rules are all based on the same principle: look at your survey the way your customer would.

derived from customer needs and stole from the competition