The satisfied customer is a successful business (Kano Model)

«Kano Model» - Method used to evaluate consumers' emotional reactions to individual product features. This model (graph) is constructed on two parameters: functionality and satisfaction. These parameters are evaluated by users as follows:

• Must-be (M);
• One-Dimensional (O);
• Attractive (A);
• Indifferent (I);
• Reverse (R).

1. Must-be Attributes

Example

• The presence of a steering wheel in a car
• The ability to make calls on a new smartphone
• Buttons on a shirt.

The absence of must-be attributes in the product will lead to low functionality and a low level of satisfaction when using it. Although the presence of "Must-Be" features has a positive impact on the product's functionality, it does not lead to a positive level of customer satisfaction.

If you bought a car without a steering wheel, a smartphone without the ability to make calls, or a shirt without buttons, how would you feel? This is a rhetorical question.

What feelings will you experience if you buy a car with a steering wheel, a smartphone that can make calls, a shirt that you can button up?

You probably will not feel joy or admiration. Simply because you expect these attributes to be present in the product by default. And there's really nothing surprising here. The absence of mandatory properties does not make the product better meet the customer's needs, but their absence makes it unusable, i.e., it completely destroys the user experience.

2. One-Dimensional Attributes

The graph shows that the level of satisfaction with a one-dimensional attribute is related to its level of functionality.

Example

• Fuel consumption per kilometer of the car.
• Memory capacity of the smartphone.
• The operating speed of a computer or laptop.

The more kilometers a car can travel on a unit of fuel, the more memory a smartphone has, or the more powerful a laptop is, the higher the user's satisfaction with the product will be.

3. Attractive Attributes

Example

• Fuel consumption counter per kilometer on the car's dashboard;
• Smartphone with wireless charging capability;
• Free two-day shipping from the online store.

None of the attributes listed above are necessary to perform the main function of the product, but they add value. Adding attractive attributes to the product benefits the company, but should not be done at the expense of the functionality of the one-dimensional and must-be attributes.

4. Indifferent Attributes

Example

• Location of the fuel tank on the left or right side of the car;
• Color of the printer body.

Defining the aspects of the product that are not important to the consumer will avoid unnecessary expenses on expansion and improvement.

5. Reverse Attributes

Example

• There are too many buttons on the car's steering wheel that distract the driver's attention.
• Some software functions may be too complicated for an average user.
• There are too many tables in the restaurant, making it always crowded.

These are product features that do not add additional value.

Survey Development

After identifying the attributes and audience segments to focus on, you will need to develop the survey itself.

Kano surveys usually consist of only two questions, each asked once for each attribute.

• How would you feel if the product had the following attribute? How would you feel if the product did not have the following attribute? To answer the question, select one of the offered options.
• "I would like it"; "I expect it"; "I am indifferent"; "I do not like it, but I can tolerate it"; "I do not like it and would not use this product because of it."

Additional Question

It is not mandatory, but for each question, you can add an additional one: "On a scale of 1 to 9, how important is this feature to you? (where 9 means "extremely important" and 1 means "not important at all")".

Kano Rating Table

• Kano Rating Table
• Must-be (M);

The red sectors are mandatory product properties. Without them, the consumer will not buy. The yellow sectors are desirable properties. The green sectors are impressive criteria, cheap for the company and pleasant for the consumer. The gray sectors are indifferent, contrary, and doubtful properties. You should discard them or find a way to change them.

Your primary attention should be focused on the mandatory functions. Remember: without these functions, users simply will have nothing to do with your product. After optimizing all the mandatory functions, the next on the list should be those attributes that the respondents considered most important.

• One-Dimensional (O);
• Attractive (A);
• Indifferent (I);
• Reverse (R).