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Kano Model

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The aim of the Kano model is to map the customers’ product requirements as accurately as possible. From the analysis of customer requirements, Professor Noriaki Kano (born 1940) deduced in 1978 that customer requirements can be of different types. The Kano model, named after him, allows the wishes or expectations of customers to be recorded and taken into account in product development. For this purpose, it is measured in the categories of basic requirements, performance characteristics and enthusiasm characteristics. To illustrate this, let’s take the example of a car: One of the fundamental basic requirements is that the car must be able to drive and brake.

These features are noticeable to the customer only when they are not fulfilled. In contrast, the engine performance is immediately perceived by the customer in its expression. Components such as special equipment and special design are perceived as enthusiasm features.

The first step is to determine the customer requirement, for example by means of the focus group survey. A Kano questionnaire is then generated to reflect the description of the problem to be solved. Finally, the questionnaire must be evaluated and the results obtained interpreted. To be able to map the Kano model, both a representative customer group and a good customer-manufacturer relationship are required.

The advantage of this method is that customer requirements are recorded in a categorized manner during product development.

The Kano model distinguishes five levels of quality:
– Basic characteristics that are so fundamental and self-evident that customers only become aware of them when they are not met (implicit expectations). If the basic requirements are not met, dissatisfaction arises; if they are met, however, satisfaction does not arise. The increase in benefit compared to differentiation from competitors is very low.
Taking the car as an example: safety, rust protection.

– Performance characteristics are aware of the customer, they eliminate dissatisfaction or create satisfaction depending on the extent of fulfillment.
Using the example of a car: driving characteristics, acceleration, service life, consumption.

– Enthusiasm features, on the other hand, are benefits that the customer does not necessarily expect. They distinguish the product from the competition and evoke enthusiasm. A small increase in performance can result in a disproportionate benefit. The differentiation from the competition can be small, but the benefits are enormous.
Using the example of a car: special equipment, special design.

– Irrelevant features are irrelevant to the customer, both if they are present and if they are absent. Therefore, they cannot create satisfaction, but they also do not lead to dissatisfaction.
Using the example of a car, this could be for a specific customer group: Automatic transmission, sunroof.

– Rejection Characteristics: Lead to dissatisfaction when present, but not satisfaction when absent.
Using the example of a car: rust stains, expired HU.

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