What is Kano Product Analysis Research Method

Brief note and intro to Kano Analysis for Product features finding interest with customer

1. What is Kano Product Analysis
Customer Analysis of Product
Features

2. Brief Agenda of Presentation
•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 method to measure
customer interest in a product and its
components.
•It helps to prioritize the development of •It helps to prioritize the development of
features going into products and services.
•It can apply to both products and services that
contain features, which need to be prioritized
and evaluated for customer interest.

4. Introductory 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?
Kano is based on two sound 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?
•We measure customer needs, wants and
excitement factors, including emotions related to
product features.
•It helps to prioritize the development of product/ •It helps to prioritize the development 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
We have covered the following:
•Overview
•Introduction with Example
•What exactly is Kano Analysis?•What exactly is Kano Analysis?
•What are the Kano Classes ?
•Pros and Cons of Kano Analysis