Classic Kano survey analysis

The original way Noriaki Kano devised to analyse a survey was to use a lookup table to classify each pair of responses per feature and then tally the results:

Source: Kano et al. (1984)

Using the lookup table

In the classic analysis, you look up the category of the combination of a respondent's functional and dysfunctional answers.

Functional ↓	Dysfunctional →
	Like	Expect	Neutral	Accept	Dislike
Like	Q	A	A	A	O
Expect	R	I	I	I	M
Neutral	R	I	I	I	M
Accept	R	I	I	I	M
Dislike	R	R	R	R	Q

Tallying the results

When you have determined the category of each response, tally them up. For each feature, count the number of times they have been attributed the Must-Be, One-Dimensional, Attractive, Indifferent, Reverse and Questionable categories.

For a survey with 25 respondents, the results could be:

	M	O	A	I	R	Q
Feature #1	9	10	1	2	3	0
Feature #2	9	5	4	2	4	1
...

The classic way to determine the final category of the feature is to simply look at what category has the majority. For feature 1, that’d be One-Dimensional. For the second feature, that would be that it’s a Must-Be.

When you're ready with your analysis, you can begin interpreting the results.