Kano model : Idea Evaluation : Decision Making





•Research available data sources


•Determine data collection strategy


•Design data collection instruments


•Collect and summarize data


Analyze and Brainstorm

•Analyze results from data collection

•Brainstorm list of features and functionality

•Develop Functional and Dysfunctional Questionnaire

•Distribute Questionnaire

Plot and Diagram

•Develop Customer Requirement Matrix

•Record Questionnaire results in Matrix and Summarize

•Plot results on Kano Model


•Determine Project selection

•Product Development

•Service Development

•Identify Marketing Strategy

The Kano Model is a tool that can be used to prioritize the Critical to Quality characteristics, as defined by the Voice of the Customer and the three categories identified by the model are:

Must Be: Whatever the quality characteristic is, it must be present, such that if it is not, the customer will go elsewhere!

Performance: The better we are at meeting these needs, the happier the customer is.

Delighter: Those qualities that the customer was not expecting, but received as a bonus.

The model is represented in an (x, y) graph

The x-axis represents how good we are at achieving the customer’s outcome (s), or CTQ’s.

The y-axis records the customer’s level of satisfaction the customer should have, as a result of our level of achievement.


Last modified onTuesday, 31 March 2015 07:33
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