What is the Kano Model?

The Kano Model is an insightful way of understanding, categorizing, and prioritizing 5 types of Customer Requirements (or potential Features) for new products and services.

It was created in the early ’80s by Japan’s professor Noriaki Kano but continues today to be an essential tool for all organizations independent of industry or size. The main purpose of the Kano Model is:

Kano Model Example - See how the Kano Model works

To understand and communicate 5 universal categories of customer requirements that all product and service developers need to be aware of in order to remain competitive.
To show how each of these 5 universal categories can influence satisfaction and dissatisfaction.
To show how 2 of the categories add value and 2 of the categories detract from value, and 1 of the categories creates New Value!
To help organizations understand their customer needs better than their customers understand their own needs.
To provide a mechanism to help organizations understand and classify all potential customer requirements or features into these 5 categories so they can prioritize development efforts on the things that most influence satisfaction and loyalty. This is done by the Kano Survey or sometimes called a Kano Analysis.

This website was designed to provide a practical and easy way to learn content relevant to the Kano Model, its use, and getting the most out of it. This site will also help organizations quickly learn the basics of the Kano Model as well as introduce the visitors to methods that can help them take the Kano Model to the next level.

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** NEW SERVICE AVAILABLE STARTING FALL 2020 ** We will conduct your Kano Survey for you. A Kano Survey is a specially designed survey that will categorize your features or needs into Kano’s 5 categories and help you prioritize them based on their influence on customer satisfaction. We can conduct it for you!! This “7 Step Service” (click to see 1-page summary) consists of help in Designing the survey, Conducting the Survey, Analyzing and Summarizing the data, and creating a final report of the Data, Results and Conclusions. Email us with any questions. (info@kanomodel.com) Also, check out this link to see a 1-page summary of our 7 Step FULL Kano Survey Service also shown below.

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Mastered the Kano Model and Kano Survey? Once you master the Kano Model and Kano Survey, click here to visit our brand new sister site devoted to methods and skills to discover and create Dr. Kano’s Excitement Quality. www.InnovationTutorials.com