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What is Kano Analysis?

In the 1980s, Noriaki Kano disagreed with the accepted theories that measured customer loyalty. He devised a method to inform product decisions by eliciting customer feedback to features by their affect, or customer emotional reaction. These emotional responses to features are therefore classified into five responses:

1. Excitement (Attractive)
2. Performance (One dimensional)
3. Basic (Must-have)
4. Unimportant
5. Undesired

Why Use Kano Analysis?

Allowing Too often in business we make decisions based on what is viable to the business or technically feasible, but we do not involve the customer to tell you how they view categorize and label content via this inexpensive method gives you a unique perspective into how they think. It empowers the user to have input in their experience and even suggest categorizations you might not have otherwise considered. Most importantly, it provides you with a solid path for restructuring content that is easy to navigate. This ultimately will create a pleasant and constructive experience for your user as they interact with your website or businessenough to determine if we are solving the right problem to address their needs and goals. The Kano Analysis is a useful tool to involve your customers and inform decisions around what to build and when to build it.

How to Conduct a Kano Analysis:

Card-Sorting is just as it sounds… sorting cards. The steps involved are as follows:

• Kano Analysis is typically done by employing surveys to your customers. Each question about a feature is asked in pairs:

How would you feel if you had this feature?

And

How would you feel if you did not have this feature?

• Each response is then tallied for all responses to see how the feature maps to customer feeling.
• Then business leaders can make decisions of what features to focus on while considering the customer sentiments

• .

Microlearning 

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