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DiscoveringtheKanoModel

PostedonMarch19th,2014byDaveVerduyninKanoModel MostPopular
Products

Aproductorservicewillonlybesuccessfulifiteffectivelysolves
oneormoreimportantcustomerproblems.Everycustomerproblem
Kano Conducting
canberepresentedasaneed.TheKanoModelisaninsightful
Survey aKano
representationof3maincategoriesofneedsanyproductorservice
Templates Survey
mustaddressinordertosurviveinacompetitivemarket.
LearnMore Webinar
IwasintroducedtotheKanoModelbackin1988whileworkingearlyin LearnMore
mycareeratFordMotorCompany.TwiceIhadthepleasureofmeeting
$49.00
$49.00
thecreatorofthemodel,Dr.NoriakiKano,oncein1991atoneofhis
lecturesatFord,andthesecondin2006inaKanoMastersworkshop
heledinSanDiego.EventhoughDr.Kanooriginallycreatedhismodel Add to cart
backin1984,Itrulybelieveitismorerelevanttoday,thaneverbefore, Add to cart
primarilybecauseoftheincreasinglyglobalandcompetitive
marketplacecoupledwiththecustomerhavingmorechoicesandbeing
Watchthis7minute
moredemandingthaneverbefore.
Video!
Dr.Kanocreatedthismodelwhilestudyingthecontributingfactorsto
customersatisfactionandcustomerloyalty.Hewantedtodemonstrate
andexplainhowdifferentclassifications/categoriesofcustomer
requirementsandfeatureshavetheabilitytoinfluencecustomer
satisfactionindifferentways.Inanybusiness,knowinghowyour
customerrequirementsimpactsatisfactionisveryimportantwhen
prioritizingdevelopmenteffortsandmanagingproductdevelopment
resources.Havingsaidthis,theKanoModelgoesfarbeyondthe
simpleabilitytoseehowrequirementsandfeaturesinfluence
satisfaction.
WantsomeFREE
InthefollowingarticleIwillattempttoclearly KanoModel
introduceandexplaintheTop5KanoModel materials?
http://www.kanomodel.com/discoveringthekanomodel/ 1/12
5/9/2017 DiscoveringtheKanoModelKanoModel

TakeAwaysthatIbelieveeveryone Get3FREEitemstolearnabout
theKanoModel:aflowchart,a
developingproductsandservicesshould
posterandanarticle.
understand.
AKanoModel
Flowchartas
partofthe
Product
Development
Process.
1.Therearefivecategoriesof
AKanoModel
customerrequirementsthathave Poster(PDF)
differenteffectsoncustomer thatcanbe
printedatany
satisfaction! size.

Notallcustomer AKanoModelAnalysisarticle
requirementshavethe explainingthismethodin2500
sameabilitytodeliver wordofgreatdetail.
highsatisfactionwhen
donewell.Nowthis
soundsrather FREE Kano Model materials
obvious,butthereisa
distinctionKano
discoveredthatis
worthnoting.You
couldhavetwo
customerneedsthat
areequallyimportant
andonewillcause
highsatisfactionwhen Figure1SatisfactionExecutionAxis
donewellandthe
otherwillleavethecustomerneutralwhendonewell.

Tofurtherillustrate,onecustomerrequirementcouldbefarmore
importantthananotherrequirement,butiftheyarebothexecutedvery
wellthelessimportantonemaybeabletoincreasesatisfactionfar
morethanthemoreimportantrequirement.Thisisbecausethetwo
requirementsfallintotwodifferentcategories,eachwhichhasa
differentinfluenceondeliveringincreasedcustomersatisfaction.For
example,takethebrakesandfuelefficiencyofyourcar.

Iftheyarebothdoneverywell,andassumingitismoreimportantto
stopthecarwellatatrafficlightthanitistogetgreatfueleconomy,itis
onlythelessimportantneed,fueleconomy,thathastheabilityto
greatlyincreasesatisfaction.Havingacarthatbreaksverywellata
trafficlightwillonlyleavethetypicaldriverneutralbecausebrakingwell
atastoplightisagiven,itisassumed.Thisdoesnotmeanthatwe
donthavetoworryaboutbraking,itmeansthatimprovingbrakingwill
likelyhavelittleeffectonincreasingsatisfaction.

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Thepointhereisthatyoumustcoupletheimportanceofaparticular
needwiththeKanocategoryitfallsintotohelpprioritizeyour
improvementeffortsanddetermineyourfuturedevelopmentgoals.Dr.
Kanodiscoveredandclassified5categoriesofrequirements.3ofthe
categoriesareverycommonandshouldbeincludedinyouroffering
andtwoarerelativelyrareandshouldbeexcludedfromyouroffering.
Kanoexplainsandillustratesthese5classificationsontheaxisshown
inFigure1.Thehorizontal(x)axisisthedegreeoffulfillmentor
execution.Ontherightextremeisfullyexecuted,ontheleftextremeis
notdoneatallorverypoorly.Thevertical(y)axisisthesatisfaction
levelforaparticularrequirement,onthetop,verysatisfiedandonthe
bottom,verydissatisfied.Dr.Kanousedthissetofaxistographically
showthe5categoriesofcustomerneeds.

Performance
Requirements
Thesearethe
requirementsthe
customersareableto
articulateandareat
thetopoftheirminds
whenmakingchoices
andevaluating
options.Theyarethe
mostvisibleofthe
Kanorequirements
andlikelytheeasiest
Figure2PerformanceRequirements
toacquirebecause
customersfreelytalk
aboutthesetypeofrequirements.PerformanceRequirementsare
typicallyunderstoodthroughclassicresearchmethodslikeinterviews,
surveys,andfocusgroups.AsshowninFigure2,thebettertheyare
performed(xaxis),themoresatisfactiontheybring(yaxis),conversely,
theworsetheyareperformed,themoredissatisfactiontheybring.
Theseareoftenmorethebetterrequirementsbutcanalsobeless
thebetterlikeprice,noise,etc.KanooriginallycalledtheseOne
Dimensionalbecausetheyaresomewhatlinearinnature,thebetter
youexecutethese,themoresatisfactionfromthecustomeryouget.

Examplesofthistypeofqualityarethebatterylifeonacellphoneor
thetimeittakestogetanoilchangeatyourdealershiportheresolution
inyournewflatscreenTV.Thebettertheserequirementsare
executed,themoresatisfactionthecustomerwillreceive.Theseare
oftenmorethebetterrequirementsbutcanalsobelessthebetter
onoccasionforthingslikeprice,noise,emissions,etc.

BasicRequirements
AsshowninFigure3,thesearetherequirementsthatthecustomers
expecttogetandareveryoftentakenforgranted.Considerthese

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requirementsas
obviousexpectations
yourcustomershave.
Whenexecutionis
poor,satisfactionis
lowandwhen
executionisdonewell,
satisfactionisneutral.
Itisverylikelythat
everyoneofyour
competitorsprovides
theserequirementsas
well.Theinteresting
thingaboutthese
BasicRequirementsis Figure3BasicRequirements
thatwhenwedothese
well,customersarejustneutral,butwhendonepoorly,customersare
verydissatisfied.KanooriginallycalledtheseMustbesbecausethey
aretherequirementsthatmustbeincludedandarethepriceofentry
intoamarket.Typicalsourcestodiscovertheseneedsareindustry
standards,governmentregulations,customercomplaints,corporate
experienceandtribalknowledge.

Examplesofthistypeofqualityisthestrengthofthehandleonyour
favoritecoffeecup,windshieldwipersonacar,thecleanlinessofthe
carpetinahotelroomorthereliabilityofalockonthedoorofthenew
caryouareconsideringtopurchase.Ifthesearedoneextremelywell,it
doesverylittletoenhanceyoursatisfaction,thecustomerwilltypically
remainneutral.

Excitement
Requirements
Asarguablyoneofthe
mostimportantofthe
categories,theseare
therequirementsthat
areunexpected
pleasantsurprisesor
delights.Theseare
theinnovationsyou
bringintoyour
offering.Some
companiescallthem
Figure4ExcitementRequirements
USPs(UniqueSelling
Propositions)As
showninFigure4,theydelightthecustomerwhenthere,butdonot
causeanydissatisfactionwhenmissingbecausethecustomernever
expectedtheminthefirstplace.KanooriginallycalledtheseAttractive
orDelightersbecausethatsexactlywhattheyareanddo.

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ExamplesofthistypeofqualityisZapposwiththeirfreeshippingboth
waysandNeststhermostatthatprogramsitself.Nestalsocameout
withasmokedetectorthatcanbesilencedwithasimplewaveofthe
handinsteadoffindingaladderandpushingabuttonthatdoesntwork
orhavingtofindanddisconnectthebatterythatoftenendsupwitha
brokensmokedetector,notsureaboutyou,butIvedonethis.
ExcitementQualitydoesnthavetobeexpensive.Haveyoueverpulled
intoagasstationonlytorealizethefuelfillerdoorisontheotherside
ofthecar?Backinthelate80sFordputalittlearrownexttothefuel
icononthedashboardtoremindpeoplewhatsideofthecarthefuel
dooris.Cost,about1/100pennypercar.Ifthat.Itwasavery
inexpensivesolutiontoacustomerpainandsuchagoodideathatall
carsdoitnow.Ontheotherhand,ifitisabiginnovation,customerswill
beverywillingtopaymoreforbiginnovations.

Indifferent
Requirements
AsseeninFigure5,
thesearethe
requirementsthat
mostcustomers
simplydontcare
aboutwhetherthey
arepresentorabsent,
theirsatisfaction
remainsneutralunder
eithercircumstance.
Examplesofthistype
Figure5ZoneofIndifference
ofqualityaresomeof
theadvancedfeatures
onacellphonethatonlyoneineveryhundredpeoplewouldeveruse.
Ifthevastmajorityofcustomersdontcareaboutthesefunctionsor
featuresandtheyareexpensivetoincludeyoumaywanttoconsider
eliminatingtheminyourofferingbecausetheyprovidesolittlevalue.

ReverseRequirements
Figure6showslikelytherarestofthefivecategories,anditemsyou
wanttoconsistentlyexcludefromyouroffering.Thesearethe
requirementsthatcausedissatisfactionwhenpresentandsatisfaction
whenabsent.Theyarethefeaturesorattributesthatcausecustomers
tosayIhatewhentheydothat.Althoughtheseareveryrare,theydo
sometimesfindthemselvesinaproductorservicetypicallyduetoa
lackofproducttestingorcustomerresearch.

AsmallexamplesofthistypeofqualitywasMicrosoftslittlepaperclip
helper.Mostpeopledidntlikeitanditwasevenmoreannoying
becauseitwasdifficulttoturnoffunlessyouknewthesecretto
disablingit.

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Importantnote:
Therearecertainly
severalshadesofgrey
betweencategories.
Itsimportanttokeep
inmindthatthereare
veryfewabsolutes
withtheKanoModel.
Whatonedescribes
asanExcitement
Qualitywillbe
describedasa
PerformanceQuality
byothersandmaybe
evenaBasicbyathirdFigure6ReverseRequirements
customer.Dontbe
overanalyticwiththemodel,themassesdontalwaysthinkalike.What
isexpected(Basic)byonepersonmaybeperceivedasaninnovation
(Excitement)toanotherperson.Thesedifferencesareoftenattributed
tocustomersegmentationissuesandthesimplefactthatallcustomers
arealittledifferentandeachofthemhavedifferentpriorities.Youwill
seeinconductingaKanoSurveythatonceyouaggregatethedatayou
lookfortendenciesanddominantresponsestodrawconclusionsabout
themassesandcustomersegmentationissues.Oneofthemain
benefitsofunderstandingtheKanoModelistorealizetherearethree
categoriesofrequirementsthatneedtobedesignedintoyourproduct
orserviceandmissingtherightneedsinallthreecategoriesmay
endangerthesuccessofyouroffering.

2.Timehasabiginfluenceon
ExcitementQuality
Ioftentellpeople,
Whatsexcitingtoday
willbeaskedfor
tomorrowand
expectedthenext
day.

ExcitementQuality
onlylastsashorttime
sothepumphastobe
continuallyprimedwith
newinnovations.
Thereareathousand
ofexamplesofthis

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phenomenonincludingFigure7InfluenceofTimeonExcitement
heatinacar,wireless Quality
internetinahotel,
camerasincellphones,andremotecontrolsforyourTV.Imagineany
ofthosemissing.Innovationsonlylastsolonguntilthecustomersstart
requestingthesefeaturesorthecompetitioncopiesthemand
eventuallytheybecomesthestandard.

3.Aspecialsurveycanbedesigned
andadministeredtodetermine
whichKanocategoryyour
requirements(orfeatures)fallinto
Imaginebeingable
topredictwhichof
the5categories
eachofyour
customers
requirementsfalls
into.Thereisa
processcalledthe
KanoSurvey,or
KanoAnalysis,that
usestwoquestions
foreach
requirement/featuretodeterminewhatcategoryitfallsinto.Itcanbe
designedandusedtocategorizealltherequirements.Inthissurvey,
youformulatetwocarefullywordedquestions,afunctionaland
dysfunctionalrepresentationoftherequirementorfeature.

Dependingonhowtherespondentsanswerthequestion,theresults
willbeaggregatedandcompiledintoagraphwhichclearlyshowsyou
whichcategorytherequirement/featurefallsinto.Usingthisinformation
alongwithsomeothervoiceofcustomerdata,thedevelopmentteam
canprioritizetherequirements,findgapsintheirofferingandpotential
holesintheircustomerresearch.Understandinghowthelistof
requirementsfitsintotheKanoModelcanalsohelpadevelopment
teamdeterminewhichoftherequirementsorfeaturestoinclude,which
needenhancement,whichneedcostreduction,whichshouldbe
excluded,andwhichtosimplyleavealone.Forashortwebinaronhow

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toconductaKanoSurvey,seeourProductsandServicespage.

4.AfewwellexecutedInnovations
(ExcitementQualities)canmakeup
forweaknessesintheotherKano
categories.
Haveyoueverheardthephrase,Foreveryargument,thereisan
equalandoppositeargumentthatmakesthesameamountofsense?I
couldeasilyarguethatKanosBasicNeedsarethemostimportant
categorybecausetheyaretheyrepresenttheMustBesorthreshold
requirementsthatneedtobeinyourofferingforanyoneevento
considerit.Hereisanoppositeargumentthatmakessenseaswell
ExcitementNeedsarethemostimportantcategorybecausethey
differentiateyourofferingfromyourcompetitorsandgivecustomersa
reasontoselectyourofferingwhentheyhavesomanychoices.Since
noonewantstocompeteonprice,whendonewell,ExcitementNeeds
oftensolvethisproblembyallowingmuchhighermarginsbecausethe
customersarewillingtopayfornewfeaturesorfunctionsthatadd
value.

Thetruthofthematteristhatall3Kanocategories(Basic,
Performance,andExcitement)arecriticaltothesuccessandprofitsof
youroffering.Someofthemostprofitableproductsandserviceshave
eithercreatedaperfectbalanceoftherequirementsorstrategically
includedoneormoreExcitementQualitiesthatsometimestrumpor
forgiveaweaknessinsomePerformanceorevenaBasicneed.
Example:GoogleDrivedocumentsnotbeingabletosave
instantaneouslywhennotconnectedtothecloud.FastsavingisaBasic
formost,buttoleratedwithGoogleDrivedocumentsbecauseofallthe
othergreatbenefits,especiallyhavingonlyoneshared.Carefuldetail
mustbepaidattentiontomakesureyouuncoverandexecuteonthe
rightsetofneedsfromallthreeKanocategories.Missingimportant
requirementsfromanyofthecategoriesanymaygreatlyendangerthe
successofyouroffering.

5.KnowingKanoscategoriesis
onlyhalfthebattle
Kanodidanexcellentjobdescribingthe5classificationsofcustomer
needsandhowtheyinfluencesatisfactionbutonethingthatDr.Kano
http://www.kanomodel.com/discoveringthekanomodel/ 8/12
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didnottalkaboutmuchisexactlyhowtogettherequirementsineach
ofthe3maincategoriesPerformance,Basic,andExcitement.Knowing
WHATthecategoriesareistheeasypartandonlyhalfthebattle,
knowingHOWtogatherthemistheotherhalf.Fortunately,thereare
manyverywelldocumentedmethodstogetattheBasicand
PerformanceRequirementsasshownbelow:

BasicNeeds(sources):Yourexperience,customercomplaints,
competitivesimilarities,industrystandards,governmentregulations,
functionanalysis,andFMEA(FailureModesandEffectsAnalysis).

PerformanceNeeds(sources):ClassicVOCmethodsincluding
customerInterviews,observationalresearch(ethnography),
conversations,surveys,focusgroups,contextualinquiry,etc.

ExcitementQuality,however,isalittlemoreillusiveandchallenging
formostorganizationssinceyoucanrarelycountonyourcustomersto
tellyouwhereorhowtoinnovate.Soifthisistrue,howcanyoucome
upwiththegreatideasfortheExcitementQuality?Wehavedevoted
thelast15+yearsresearchinganddevelopingpracticalapproachesfor
InnovationandInventiveThinking,theHOWbehindKanosExcitement
Quality.

Thereareseveralcompellingandpracticalmethodsbeingusedtohelp
teamsandorganizationcomeupwithInnovations(Excitement
Qualities).EmailusattheemaillinkbelowwithSystematicInnovation
InquiryintheSubjectLineandwewillemailbacksomegreat
informationonhowtogetatKanosExcitementQuality.Weusea
frameworkthatintegratesseveralInventiveThinkingBestPracticesto
developnewvalueandinnovationsforyourcustomers.Youwillsee
thattheKanoModelisusedinStep1,(VoiceoftheCustomer)andin
step4,(ConceptGeneration)weintroduceover36methodstogetat
thesenewInnovations,KanosExcitementQuality.


Questionscanbeforwardedtoinfo@kanomodel.com

Linktothisarticle:http://www.kanomodel.com/discoveringthekano
model/

Pleaseconsiderleavingacommentorquestionbelow

TheCAGEMODELandtheInnovationSweetSpot

http://www.kanomodel.com/discoveringthekanomodel/ 9/12
5/9/2017 DiscoveringtheKanoModelKanoModel

18CommentsonDiscoveringtheKano
Model
1.TimRobbenSays:
January31st,2015at4:24pm
SystematicInnovationInquiry

IdliketohavemoreinfoonSII.

Thanksinadvance
Tim

2.DaveVerduynSays:
February9th,2015at11:24am
Iwillsendyousomeinformationthisafternoon.

3.shivanandSays:
July14th,2015at7:16am
GoingtodelivertrainingonSixSigmaWouldliketoexplain
KanoModel.Cananyonesendkanoarticleinpdftomyemail
id?

Thankyou

4.DaveVerduynSays:
October8th,2015at5:54pm
GototheFreeResourcesanddownloaditinstantly.

5.Rhyu,SeokYongSays:
March2nd,2015at8:33pm
DearManager
Iamastudent.(Ph.D.Candidate,ChonnamNational
University,SouthKorea)
Ilookingforwardaarticle(PDFversion).
ThearticleisKano,N.,Seraku,N.,Takahashi,F.,andTsuji,
S.1984.Attractivequalityandmustbequality,Journalofthe
JapaneseSocietyforQualityControl(14:2),pp147156.
Ifyoucouldhelpme,pleasesendmethearticlefile.
Thankyou.

6.DaveVerduynSays:
March2nd,2015at9:25pm
Sure,Iwillfinditandsenditontomorrow.

7.DaveVerduynSays:
March2nd,2015at9:38pm
Ihavesentit,letmeknowifyouhaveanyquestions.

8.KevinSays:
April23rd,2015at8:35am

http://www.kanomodel.com/discoveringthekanomodel/ 10/12
5/9/2017 DiscoveringtheKanoModelKanoModel

IamcurrentlypreparingmyMastersThesis,couldyou
pleasesenditovertometoo?
Thanks,Kevin

9.DaveVerduynSays:
April23rd,2015at8:44am
OKIsentthearticle.

10.Pascual,CerLemuelSays:
June21st,2015at11:44pm
Hello,
IamonmyMastersDegree.Iamlookingforwardforthe
samearticle.
Itwillbegreathelp.Thankyouinadvance.

11.QuesLeanDesignodiseoesbelto?|Recorrerjuntosel
GembaSays:
March13th,2015at8:39pm
[]DiscoveringtheKanoModel.Introductiontothepowerof
theKanoModel[Internet].kanomodel.com.Disponibleen:
http://www.kanomodel.com/discoveringthekanomodel/[]

12.JiriSemmlerSays:
May12th,2015at4:01am
Hello,

IamastudentonUniversityofTechnologyBrno,CZ,andI
wouldliketoquotethisarticleinmythesis,butIcannotfind
anauthorofthisarticle.CanIaskyouforanameofauthor
anddate(year)ofpublishing?Itisnecessaryinthequotation.

Thankyou,JiriSemmler

13.DaveVerduynSays:
May12th,2015at10:24am
Author:DavidVerduynwroteitin2013

14.PatriciaSays:
June29th,2015at3:44pm
Hello,
IamastudentfromMunichandalsolookingforthisarticlefor
myMastersThesis.Couldyoupleasesendmethepdf,too?I
know,alotofpeoplehaveaskedyoubefore,butIjusthave
noidea,whereIcangetitelsewhere.Iwouldreally
appreciateit.PatriciaBuchberger
(Patricia.Buchberger@gmx.de)

15.PatriciaSays:
June29th,2015at3:46pm
Kano,N.,Seraku,N.,Takahashi,F.,andTsuji,S.1984.
Attractivequalityandmustbequality,Journalofthe
JapaneseSocietyforQualityControl(14:2),pp147156
http://www.kanomodel.com/discoveringthekanomodel/ 11/12
5/9/2017 DiscoveringtheKanoModelKanoModel

16.DaveVerduynSays:
October8th,2015at5:55pm
Sentit,didyougetit?

17.DaveVerduynSays:
October8th,2015at5:56pm
Pleaseletmeknowifyouhavenotreceivedit.

18.WaqasSays:
April2nd,2016at11:35am
Hello,
IamastudentfromKasselinGermanyandalsolookingfor
thisarticle(Kano,N.,Seraku,N.,Takahashi,F.,andTsuji,S.
1984.Attractivequalityandmustbequality,Journalofthe
JapaneseSocietyforQualityControl(14:2),pp147156)for
myMastersThesisaboutaKanoAnalysiswithdifferent
evaluationtables.Couldyoupleasesendmethepdf,too?I
wouldreallyappreciateit.
Thankyouverymuch.

BestregardsfromGermany,
Waqas

Copyright2016 WebDesignbyMalcolmDigital
KanoModel.com&C2C
Solutions.Allrightsreserved.

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