Kano Analysis

  • /
  • Blog
  • /
  • Kano Analysis

Section 1: What is Kano Analysis?

Kano Analysis is a technique of understanding customer's needs for a given product or service. It is based on the Kano Model developed by Noriaki Kano. In the Kano Model customers have different levels of needs and desires for a product.

The customer's level of satisfaction with and without these features will help determine which category they fall into and what their expectations are from the company in the future to meet that category's needs or desires.

Section 2: The five categories

A Kano analysis is done by looking for five types of features in a given product.

  • Must-be Features (basic features)
    • Basic requirements of a product or service
    • The absence of these lead to high dissatisfaction
  • One-dimensional Features (expected features, performance needs)
    • These features lead to a proportional increase in customer satisfaction
  • Attractive Features (delighter, delightful features)
    • These features lead to disproportional increase in customer satisfaction, or will delight customers
    • If you do not include them, customer might not even notice that
    • But if you include them the customer will be excited
  • Indifferent Features
    • These features do not have any effect on the customer satisfaction.
    • It really does not make any difference if you add them or not add them.
  • Reverse Features (undesired features)
    • Presence of these features lead to extreme dissatisfaction, and the absence of them leads to the customer satisfaction

Section 3: Functional and Dysfunctional form questions

For each feature, create two questions:

  • Functional Form Question:
    • If you had the feature (or more of it), how would you feel?
      Example: If you had Wi Fi on the bus, how would you feel?
  • Dysfunctional Question:
    • If you did NOT have the feature (or less of it), how would you feel?
      Example: If you did not have Wi Fi on the bus, how would you feel?

Kano Analysis

  • Prioritize customer needs and expectations
  • Get this $135 course for just $14.99 today!
  • 2+ hours of videos, slides, template & quizzes
  • Section 4: Survey Responses

    Use the following standard responses for all questions:

    • I like it
    • I expect it
    • I’m neutral
    • I can tolerate it
    • I dislike it


    Section 5: Feature Category

    Based on the response for the functional and dysfunction question, determine the feature category using the below matrix.


    Section 6: Summary Table

    Based on the response from multiple customers determine which of the feature category is most common for a particular feature.


    Section 7: Better/Worst coefficients

    The effect of a feature to increase the satisfaction or to decrease customer dissatisfaction

    Better coefficient after increase:

    Better coefficient after increase = (attractive quality + one dimensional quality) / (attractive quality + one dim.  quality + must be quality + indifferent quality)

    Worst coefficient after decrease

    Worse coefficient after reduction = (one dimensional quality + must be quality) / (attractive quality+ one dimensional quality + must be quality + indifferent quality) × -1

    Section 8: Better/Worst Plot

    Create a Better/Worst Plot and plot each feature on this plot.

    Kano Analysis

  • Prioritize customer needs and expectations
  • Get this $135 course for just $14.99 today!
  • 2+ hours of videos, slides, template & quizzes

  • Posted on July 18, 2021 by  Quality Gurus

    Customers served! 1

    Quality Management Course

    FREE! Subscribe to get 52 weekly lessons. Every week you get an email that explains a quality concept, provides you with the study resources, test quizzes, tips and special discounts on our other e-learning courses.

    Similar Posts:

    May 22, 2022

    5 Worst Consequences Of Poor Customer Service And How To Avoid Them

    January 2, 2023

    9 Strategies to Identify Areas for Improvement in Product Quality

    November 19, 2021

    Stakeholders Analysis

    October 24, 2020

    5 Ways To Create Customer Value In Your Business And Boost Your Bottom Line

    September 10, 2021

    Team-building Techniques

    February 27, 2023

    What is Competitive Advantage?

    November 23, 2021

    Garvin’s 8 Dimensions of Quality

    December 2, 2021

    RADPAC Model of Negotiation

    32 Courses on SALE!