Kano AnalysisKano AnalysisWhen needed to measure users’ satisfaction on the product attributes/features.
1. For each feature you want to evaluate, write two questions about it:
• If you had (feature), how would you feel?
• If you didn’t have (feature), how would you feel?
2. For both questions, customers have to select one of the following responses:
• I like it;
• I expect it;
• I’m neutral;
• I can tolerate it;
• I dislike it.
3. Sometimes is useful to ask a third question:
• How important is this feature?
To answer this question, a seven to nine point Likert scale of “Not at all important” to “Extremely important” can be used;
4. After getting questionnaires from around 30 to 40 people, adding qualitative interviews helps to give the data that is missing context. Interviewing 5 to 15 of the previous participants should be enough;
5. Once you have responses for each question, cross-reference the question-pair to determine which Kano product attribute category (required, desired, delight, neutral or anti-feature) each feature maps to. Repeat this process for each question pair;
6. Each product attribute can then be plotted into a Kano category (see point 5). Where it falls on the matrix can help you decide whether the product attribute will ultimately delight or disappoint the user.
- It is great for testing new ideas and discover expectations;
- Identifies user’s needs and desires.
- Sometimes people don’t know what they want until you show it to them;
- When participants assess the real outcomes of the proposed features, the answers are prone to cognitive biases (a result of holding onto one's preferences and beliefs regardless of contrary information).