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

First rule of a Kano study

For every Kano study you do, keep one basic principle in mind: what is it that you want to know? How you write your questions and answers depends on what you're trying to find out.

In essence, a Kano survey tells you how customers perceive the value of your product's features. This means you must:

  • Define what about these features you want to know. Are you wondering whether they have any value at all, or do you have doubts about the details of their implementation?

  • Understand how your customers think. You're aiming for a value judgement, so customers must be able to relate to your questions. They must understand what you're asking of them. This requires a good understanding of the customer context.

You will only get valuable results from your study if the answers you get make sense. If you receive answers that don't tell you what to do with a feature, blame your questions. Don’t confuse customers or ask them to make the mental effort of seeing things your way.

A badly prepared and administered Kano study is frustrating for both you and your customers. But what's worse is that you may be making decisions based on unreliable outcomes.

Last updated 9 months ago

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