Kano Model: Introduction and Application
Developed by Hai Hu-s212360.
Kano Model (KANO model) is a useful tool for classifying and prioritizing user needs developed by a Professor of the Tokyo University of Science named Noriaki Kano in the 1980s. In the product development and optimization process, the development team need to decide which customer needs should be solved first and how to create new functions for customers. Based on the analysis of the impact of user needs on user satisfaction, it reflects the nonlinear relationship between product performance and user satisfaction. By analyzing the user's satisfaction with product functions, the product functions are graded to determine the priority in the product implementation process. In the Kano model, the quality characteristics of products and services are divided into five types: (1) Must-be Quality/ Basic Quality; (2) One-dimensional Quality/ Performance Quality; (3) Attractive Quality/ Excitement Quality; (4) Indifferent Quality/Neutral Quality: (5) Reverse Quality. The first three needs are classified according to performance indicators: basic factors, performance factors and incentive factors.
The Kano Model is a typical qualitative analysis model, which is generally not directly used to measure user satisfaction but is often used to identify users' acceptance of new functions. It can effectively reduce the disagreement about customer needs between the project manager and developers. The Kano Model analysis method is mainly to conduct research through standardized questionnaires, classify the attributes of each factor according to the survey results, and solve the positioning problem of product attributes to improve customer satisfaction.
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