Creating products or services that will satisfy your customers' needs is the ultimate goal for any team. While numerous ideas may be available, it's important to prioritise the development of product/service features in a customer-centric way.
This involves answering two key questions:
To effectively answer these questions, it's crucial to understand which features differentiate your product from those of your competitors, and not just basing it on gut instinct!
And this is exactly what the Kano methodology can help to accomplish.
In this article, we'll explore why and how to use the Kano method, using a simple example to illustrate its effectiveness.
Developed by Japanese Professor Noriaki Kano of the Tokyo University of Science in 1984, the KANO methodology recognizes that a product or service is more than just functionality.
Not every added feature has the same effect on customer satisfaction.
In order to evaluate features and properties, they are classified into five categories based on their effect on customer satisfaction:
Basic features (Musts)
They are always expected by customers and cause strong dissatisfaction if absent. However, customer satisfaction cannot be increased by their presence.
An example is the telephone function of a smartphone.
Performance features (One-dimensional)
They have a linear relationship with customer satisfaction. The less pronounced they are, the less satisfied consumers are. They must match customer expectations and be of the same quality as those of competitor products.
An example is the resolution of a smartphone's camera.
Attractive features (Attractive)
These are not expected by customers but are well-received if present.
The absence of these features does not negatively affect customer satisfaction. They are used to differentiate from the competition.
An example is a free case delivered with a smartphone.
Neutral / indifferent features (Irrelevant)
These do not add value for customers and do not affect satisfaction when present or absent.
An example is the number of ringtones on a smartphone.
Reversed features (Reversed)
They are unwanted features that decrease customer satisfaction when present.
An example is the permanent tracking of a smartphone
The following chart of the Kano model of customer satisfaction illustrates the effect of the different categories on customer satisfaction when implemented or not.
However, assigning a feature to a category is not always clear-cut.
Different customer groups derive different benefits from different features, and the perceived benefit may differ depending on the target group. Therefore, a separate Kano analysis is necessary for different target groups.
Additionally, the evaluation of product features must consider time. Features that were exciting a few years ago may now be expected basic functions that are taken for granted by the target group.
Conducting a survey based on the KANO method is a simple and efficient process. Each feature is analyzed by asking a functional question and a dysfunctional question, each with the same answer options:
But conducting a KANO analysis with Appinio couldn't be easier.
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Go to the Appinio interactive dashboard and start analyzing the data you collected.
The results of the KANO survey are automatically calculated and visualised in two ways:
With a categorisation of the factors in tabular form ("discrete analysis"), and
In the form of a scatter diagram to take fine trends into account ("continuous analysis").
Accordingly, the results can be used immediately for decision-making.
Use the filter functions to understand how different groups perceive the features you tested.
Export your results to Excel, PPT or CSV at any time.
As many other methods, the KANO analysis has advantages and disadvantages.
In conclusion, the Kano method is a powerful tool for identifying customers' needs and desires, evaluating and prioritising product features, and creating a roadmap for a product.
Its versatility allows it to be applied to any stage of a product's life cycle, and its benefits are especially helpful for product managers seeking to improve their products' market fit.
However, it is important to note that the Kano method is not suitable for generating new ideas for potential features, but rather for evaluating them once they have been identified through other means such as market and customer analysis.
Overall, the Kano method is a valuable addition to any market research toolkit and can lead to more informed and effective decision-making.
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