Kano model - Revision history

Tkokotas at 18:30, 17 November 2018

2018-11-17T18:30:18Z

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			''Developed by Pascal Trebin''


	One of the main goals when starting developing a product or service is to satisfy the customer, but how do you know which features to include and what the customer expects. In order to create a competitive product, it is of advantage to surprise the customer with not expected features. When starting a product or commissioning a product as a product manager, you have to find out what features should be included. There is a tool to figure it out and to measure satisfaction, it is called Kano model. This Article provides an overview, how to use it to find out the requirements, gives an example and represents advantages and disadvantages.		One of the main goals when starting developing a product or service is to satisfy the customer, but how do you know which features to include and what the customer expects. In order to create a competitive product, it is of advantage to surprise the customer with not expected features. When starting a product or commissioning a product as a product manager, you have to find out what features should be included. There is a tool to figure it out and to measure satisfaction, it is called Kano model. This Article provides an overview, how to use it to find out the requirements, gives an example and represents advantages and disadvantages.

Pascal: /* Origin */

2017-10-02T08:34:18Z

Origin

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	=Origin=		=Origin=
	The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg).<ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>Kano has found that the requirements can be divided into different classes, since the relationship between fulfillment of a need and satisfaction or dissatisfaction is non-linear. Each class presents a different relationship to satisfaction, this means a product can ~~gives~~ different types of satisfaction or dissatisfaction, depending on whether specific customer requirements are fulfilled or only partly or not at all.<ref name="Customer Quality"/>		The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg).<ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>Kano has found that the requirements can be divided into different classes since the relationship between the fulfillment of a need and satisfaction or dissatisfaction is non-linear. Each class presents a different relationship to satisfaction, this means a product can give different types of satisfaction or dissatisfaction, depending on whether specific customer requirements are fulfilled or only partly or not at all.<ref name="Customer Quality"/>

	=The five quality elements=		=The five quality elements=

Pascal: /* Origin */

2017-10-02T08:30:23Z

Origin

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	=Origin=		=Origin=
	The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg).<ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>Kano has found that the requirements can be divided into different classes, since the relationship between fulfillment of a need and satisfaction or dissatisfaction is non-linear. Each class presents a different relationship to satisfaction, this means a product can gives different types of satisfaction or dissatisfaction, depending on whether specific customer requirements are fulfilled or only partly or not at all.		The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg).<ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>Kano has found that the requirements can be divided into different classes, since the relationship between fulfillment of a need and satisfaction or dissatisfaction is non-linear. Each class presents a different relationship to satisfaction, this means a product can gives different types of satisfaction or dissatisfaction, depending on whether specific customer requirements are fulfilled or only partly or not at all.<ref name="Customer Quality"/>

	=The five quality elements=		=The five quality elements=

Pascal: /* Origin */

2017-10-02T08:30:00Z

Origin

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	=Origin=		=Origin=
	The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg). <ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>		The model certainly represents a transfer and expansion of the two-factor theory (also known as the dual-factor theory or Herzberg's motivation-hygiene theory) of Herzberg (1959). Herzberg's theory figured the job satisfaction at the workplace out. The basic features (Kano) correspond in their definition to the hygiene factors (Herzberg), the performance characteristics and enthusiasm features according to Kano are comparable with the motivation factors (Herzberg).<ref> Herzberg, F.; et al. (1959), The motivation to work, Wiley, New York, NY</ref>Kano has found that the requirements can be divided into different classes, since the relationship between fulfillment of a need and satisfaction or dissatisfaction is non-linear. Each class presents a different relationship to satisfaction, this means a product can gives different types of satisfaction or dissatisfaction, depending on whether specific customer requirements are fulfilled or only partly or not at all.

	=The five quality elements=		=The five quality elements=

Pascal: /* Application of the Kano model */

2017-10-02T08:10:53Z

Application of the Kano model

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	An example for the evaluation, regarding the example from above: The young man is asked about his car. One question relates to the feature Bluetooth connection. His answer to the question A) is: I like it that way, and for the question B): I am neutral. This means the feature is attractive for him.		An example for the evaluation, regarding the example from above: The young man is asked about his car. One question relates to the feature Bluetooth connection. His answer to the question A) is: I like it that way, and for the question B): I am neutral. This means the feature is attractive for him.
	If the same question will be done 10 years later, when he buys a new car the answer could be different, because of the habituation effect. The man could answer than for question A): I am neutral, and for question B): I dislike it that way. The attractive feature changed to a must-be feature.		If the same question will be done 10 years later, when he buys a new car the answer could be different, because of the habituation effect. The man could answer than for question A) I am neutral, and for question B) I dislike it that way. The attractive feature changed to a must-be feature.

	=Kano model for a successful project=		=Kano model for a successful project=

Pascal: /* Conclusion */

2017-10-02T08:09:48Z

Conclusion

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	The Kano model is a useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.		The Kano model is a useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.
	In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]]		In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]].

	=Key References=		=Key References=

Pascal: /* Conclusion */

2017-10-02T08:09:21Z

Conclusion

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	The Kano model is a useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.		The Kano model is a useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.
	In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as: [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]]		In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]]

	=Key References=		=Key References=

Pascal: /* Conclusion */

2017-10-02T08:08:52Z

Conclusion

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	=Conclusion=		=Conclusion=

	The Kano model is useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.		The Kano model is a useful method to define the requirements on the basis of the customer's satisfaction. It can be recommended to every project. As a company, it is advantageous to know how a product feature affects product quality and, as a result, increases customer satisfaction and achieves long-term goals.
	In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as: [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]]		In this article has tried to show how Kano’s model can be used and be interpreted. Thus, product development procedures can become more systematic, the advantages predominate. In addition, it is recommended to use different methods and tools for analyzing and prioritizing requirements, such as: [[Six Thinking Hats]], [[Brainstorming]], [[Comparison in Pairs]] or [[House of Quality]]

Pascal: /* Application of the Kano model */

2017-10-02T08:08:43Z

Application of the Kano model

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	=Application of the Kano model=		=Application of the Kano model=

	The explanations before conveyed a basic understanding about the ~~kano~~ model and how it works. The following step shows an example how to use the ~~kano~~ model in practice with several users and different features.		The explanations before conveyed a basic understanding about the Kano model and how it works. The following step shows an example how to use the Kano model in practice with several users and different features.
	The basic and comfortable ways, applying the Kano Model, are doing Kano's evaluation sheet, a survey of the customers or an interview with two simple questions for every feature.		The basic and comfortable ways, applying the Kano Model, are doing Kano's evaluation sheet, a survey of the customers or an interview with two simple questions for every feature.
	First, select the features carefully, take these, which provide you a significant benefit. The product might have many features, choosing the right ones will ~~safe~~ time and effort. Second, select the right participants for the survey, they should be a demographic and logical group.<ref>Shen, D. (1993), Developing and Administering Kano Questionnaires on Kano’s Methods for Understanding Customer-defined Quality, Center for Quality of Management Journal</ref> At last, write two simple questions for every feature.<ref>Lee, Y. C.(2011), A new Kano's evaluation sheet, The TQM Journal, Vol. 23 Issue: 2, pp.179-195, https://doi.org/10.1108/17542731111110230</ref> <ref name="Ullman 1997"/><BR>		First, select the features carefully, take these, which provide you a significant benefit. The product might have many features, choosing the right ones will save time and effort. Second, select the right participants for the survey, they should be a demographic and logical group.<ref>Shen, D. (1993), Developing and Administering Kano Questionnaires on Kano’s Methods for Understanding Customer-defined Quality, Center for Quality of Management Journal</ref> At last, write two simple questions for every feature.<ref>Lee, Y. C.(2011), A new Kano's evaluation sheet, The TQM Journal, Vol. 23 Issue: 2, pp.179-195, https://doi.org/10.1108/17542731111110230</ref> <ref name="Ullman 1997"/><BR>

	A) How do you feel if that feature is present in the product? (functional)<BR>		A) How do you feel if that feature is present in the product? (functional)<BR>

Pascal: /* Application of the Kano model */

2017-10-02T08:07:10Z

Application of the Kano model

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	\|		\|
	\| R: reverse		\| R: reverse
	\| I: ~~indiffernet~~		\| I: indifferent
	\| colspan="2" \| Q: questionable result		\| colspan="2" \| Q: questionable result
	\|		\|