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Kano Analysis


Use a novel approach to classifying a set of product features into one of six categories in order to understand which directly impact satisfaction vs. those that are table stakes.

What you'll get
Your custom Kano Report is built around charting and visualization of the product/offering feature list. Each feature’s resulting classification from the test—attractive features, performance features, must-be features, indifferent features, and reverse features—is plotted along a continuum of satisfaction/dissatisfaction. Additionally, your report may include side-by-side comparisons of feature performance between key subgroups, and indication of any noteworthy differences. Other lines of questioning can be constructed around the core Kano test in order to develop a comprehensive research package to address your particular product development objectives.
Key metrics
  • Attractive features
    These features are unexpected but results in satisfaction and could be viewed as bonuses or desireable extras.
  • Performance features
    The inclusion and performance of these features are directly related to satisfaction. Their absence or poor performance will decrease satisfaction, whereas their inclusion and high performance will increase satisfaction.
  • Must-be features
    These features are expected to be present. While their presence will not generate excitement, their absence will be very dissatisfying.
  • Indifferent features
    These are features that don't drive emotion one way or the other and probably should not be prioritized.
  • Reverse features
    When included, these features result in dissatisfaction.
  • Questionable features
    These features have conflicting data between the two Kano questions, indicate mutual like/dislike, and neutral effect.
Common applications

Product development

Prioritize product features to maximize appeal and adoption.

Product strategy

Conduct opportunity analysis across existing and emerging technologies.
Respondents evaluate each feature by indicating how they would feel if the given feature were included in a target product as well as if the given feature were not included. Satisfaction is rated on a five point scale, and by combining the responses along both vectors through Kano, the feature’s classification is revealed.