Brief Introduction to Kano Analysis Method
- 1. Brief Introduction to Product Kano Analysis Kano Analysis Kano Analysis of Product Features
- 2. Brief Agenda of Presentation • Agenda • Overview • Intro & Example • What exactly is Kano Analysis? • What exactly is Kano Analysis? • What are the Kano Classes ? • Pros and Cons of Kano Analysis
- 3. Overview • Kano analysis is a tool to measure customer interest in a product and its components. • It helps to prioritize the development of products and services components. products and services components. • It can apply to both products and services that contain features, which need to be prioritized and evaluated for customer interest.
- 4. Intro & Example • Kano analysis is a customer research method • Originated by Japanese Professor Noriaki Kano of the Tokyo University of Science in 1984. • For example, looking at a motorcycle, your • For example, looking at a motorcycle, your need expects it to go faster when you accelerate. This is a basic function / need. • However, having a virtual assistant would increase feel-good factor and may result in slight excitement or bragging right.
- 5. What exactly is Kano Analysis? It is based on two fundamental premises: • Every customer seeks different needs and wants from a product or service features. • Every feature added to a product or service is • Every feature added to a product or service is unequal to the others in terms of importance for the customer. So, it is useful to measure customer needs, wants and excitement factors by surveys.
- 6. What does Kano Analysis do? • It measure customer needs, wants and excitement factors, including emotions related to product features. • Kano analysis helps to prioritize the development of product/ service features in a customer-centric of product/ service features in a customer-centric way • It divides all features into several categories or classes • Then creates and runs survey questions to get detailed customer feedback
- 7. What are the Kano Classes ? There are five main Kano classes 1.Basic features (Must) 2.Performance features (Should) 3.Attractive features (Attractive) 3.Attractive features (Attractive) 4.Neutral / indifferent features (Irrelevant) 5.Reversed features (Reversed)
- 8. Pros and Cons of Kano Analysis • It is a simple and systematic way to identify customers' needs and desires. • It is applicable to a wide variety of products and services. • It can help to make a roadmap for your product evolution. • It can help to make a roadmap for your product evolution. • However, KANO method requires deeper knowledge and experience to analyze correctly, and may not scale to too many features and complexity the way you look out to. • Also, potential features must be known already by other analysis methods.
- 9. Conclusion