Kano Model Question

Kano Model is a framework used in product development. It designs to help businesses understand and prioritize product features based on customer needs and preferences. The model was developed by Dr. Noriaki Kano in the 1980s and has since become a popular tool for businesses looking to optimize their products' user experience. View a Kano example.

Kano example

Creating a Kano Question

1. Choose Kano to add the question to your survey.

 Create Kano question

2. Enter the names of the functions or services you would like to research, one per line. These names will become the questions. The default Kano model format options will be generated with 5-point scale options and two row questions: If this feature is present / absent, how would you rate it?

Enter names

Default Kano model format

3. (Optional) Adjust any additional settings for questions.

Making Questions Required

Referring to Previous Answer

Display Logic 

Skip Logic

4. Click Finish.

Analyzing the Data 

When you click on the KANO Report, you can see the KANO Attribute, Better Coefficient, and Worse Coefficient for each function or service.

Kano report

Kano results

There are five KANO Attribute types. The KANO Attribute type of function or service is decided by the highest score for the feature:

Five KANO Attribute types

- Basic features: These are basic features that customers expect to be present in a product or service. If this feature is missing, customers will be dissatisfied, but its presence does not necessarily lead to increased satisfaction.

KANO Attribute types: Basic

- Performance features: These have a linear relationship with customer satisfaction. As the performance of these features increases, customer satisfaction also increases. Conversely, as the performance of these features decreases, customer satisfaction decreases.

KANO Attribute types: Performance

- Excitement features: These features are not expected by customers, but their presence leads to increased satisfaction. They are often the features that differentiate a product or service from its competitors.

KANO Attribute types: Excitement

- No Difference features: These features do not significantly impact customer satisfaction, regardless of whether they are present or not.

KANO Attribute types: No Difference

- Reverse features: These features actually decrease customer satisfaction when they are present. These features may be seen as unnecessary or even annoying by customers.

KANO Attribute types: Reverse

The Better Coefficient measures the degree to which an increase in attribute performance leads to an increase in customer satisfaction, while the Worse Coefficient measures the degree to which a decrease in attribute performance leads to a decrease in customer satisfaction. There are calculate by the following formulas:

Better-Worse Coefficient Analysis

Better Coefficient: (Performance % + Excitement %) / (Basic % + Performance % + Excitement % + No difference %)

Worse Coefficient: [(Basic % + Performance %) / (Basic % + Performance % + Excitement % + No difference %) x (-1)