## Definition of Kano Model The Kano Model is a [[product framework]] used to evaluate the emotional response of consumers to individual product characteristics. The results obtained with this method allow for managing [[Customer Satisfaction]] and loyalty. ## Kano Model Principles The Kano Model was a breakthrough in the field of measuring delight. Japanese scientist and consultant Noriaki Kano criticized the commonly accepted theories that maintaining [[customer loyalty]] required reacting to their complaints and expanding the most popular product characteristics. Kano suggested that [[Customer Loyalty]] is related to emotional reactions to product characteristics and identified five different reactions - from dislike to admiration. ## The Five Types of Kano Emotional Reactions Kano visualized the five types of emotional reactions as curves on a graph. The Y-axis represents the customer's emotional reaction, while the X-axis represents the degree of complexity of the product characteristic. ![[Pasted image 20230319135942.png]] The intensity of the emotional reaction depends on how complex and to what extent the characteristic is represented. ### Must-be features These are the essential functions that should be part of the product or service by default. If these functions are present, the buyer is likely to be neutral towards them. The presence of these functions is unlikely to add much satisfaction. The absence of these qualities will cause dissatisfaction. ### Performance features Performance characteristics are desired characteristics that consumers want to add to the enjoyment of the product or function. If there are many performance characteristics, [[customer satisfaction]] increases in response. Kano described performance characteristics as "one-way," as they increase satisfaction and functionality upwards. ### Attractive features Attractive features are features that cause excitement or delight among customers, putting your product or service ahead of competitors. Attractive features bring satisfaction when they are present, but they do not cause dissatisfaction when they are absent because they should not be part of the product. ### Indifferent features Indifferent features are features that customers do not consider good or bad. They may be unimportant to the customer, such as the shape of buttons used in product design. Indifferent traits do not bring satisfaction or dissatisfaction. These are features that are almost unnoticed and do not matter to the customer. ### Reverse features Reverse functions are functions that can cause dissatisfaction and may be considered undesirable by some people. ## Kano Model Survey Steps of the Kano survey and analysis: 1. Create a complete list of product functions you want to analyze (but within reasonable limits – no more than 30, as users won't spend that much time on it). 2. Determine the [[Product Target Audience]] you will be working with (for example, this may be users who use the paid or free version). 3. To begin Kano Survey, it is necessary to demonstrate a specific [[Product Features]] or tell potential consumers about it. Then two questions must be asked: > How much do you like the presence of this characteristic in the product? > How do you feel about this characteristic being expressed weakly or not at all? Answer options for each of the two questions may be: - I like it; - I expect this characteristic to be in the product; - I feel neutral about it; - I can tolerate it; - I don't like it. ## Kano Model Analysis Based on the responses received, you determine the attribute into one of the categories and classify them: - **Questionable** features. Create Delight. - **Performance** features. Basic [[Customer Expectations]]. - **Must-be** features. More the better. - **Attractive** features. Users don't care about. - **Indifferent** features. Conflicting responses. - **Reverse** features. Kill them. ### Kano's Discrete Analysis The simplest way to work with the results of the Kano model is as follows: 1. Divide respondents into demographic/personality groups that define them; 2. Categorize each respondent's responses using the Evaluation table; 3. Count the total number of responses in each category for each function (and demographic group); 4. Choose the most commonly occurring category for each function; 5. In case of close results between categories, use the following rule (left wins): Must-have > Performance > Attractive > Indifferent; 6. If you asked respondents about the self-assessment of importance, average it for each function. ![[Pasted image 20230319144349.png]] As a result, a table is obtained containing information about the preferences of respondents for each function and demographic group. ### Kano Evaluation Table You can also use an assessment table that combines functional and non-functional responses in its rows and columns respectively to classify responses into one of the previously described categories. Each pair of responses corresponds to a specific category and generates another pair of responses when using this question format. ![[Pasted image 20230319141037.png]] > For example, if the respondent chooses the option "I would like it" in case a specific function is implemented in the product and that he will not be particularly concerned if it is absent, then this attribute can be called attractive. Or, if the recipient notes that he expects this function to be present and will be greatly disappointed by its absence, then this means that the attribute is mandatory. It should be noted that conflicting answers (for example, the respondent answers that he will be happy with both the presence and absence of the function) are questionable. There will be few such answers, but if their number is significant, then errors should be sought in the survey. In any case, your next step will be to count the number of times the attribute was assigned to a particular category. Kano data analysis can be conducted by identifying various groups of user personas. Distributing the identified personas into groups will allow the creation of reaction profiles for each of them. In the future, differences in reactions to each product characteristic among these personas can be examined. ## Related Articles <div style="font-family: Arial, sans-serif; font-size: 16px; line-height: 1.4; color: #333333; border: 1px solid #825cff; border-radius: 6px; padding: 10px; margin-top:20px; margin-bottom:20px;"> <a href="https://foldingburritos.com/blog/kano-model/" target="blank" style="color: #825cff; text-decoration: none;"> <strong>The Complete Guide to the Kano Model</strong> <br> A step-by-step, in-depth guide to using the Kano Model to prioritize your backlog for customer satisfaction and delight </a> </div>