Brief Introduction to Kano Analysis Method

Introduction and overview of Kano Analysis, including:
- What exactly is Kano Analysis?
- What are the Kano Classes ?
- Pros and Cons of Kano Analysis

1. Brief Introduction to Product
Kano AnalysisKano 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 NoriakiKano
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