#kano model

Read about Kano Model at:

Research on Satisfaction Factors of Referral Reimbursement for College Students in Beijing under the Background of Free Medical Care

by Yanuan Wang | Hao Qu | Yifan Sun | Xinrui Xu | Yikai Fan "Research on Satisfaction Factors of Referral Reimbursement for College Students in Beijing under the Background of Free Medical Care"

Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021,

URL: https://www.ijtsrd.com/papers/ijtsrd38574.pdf

Paper Url: https://www.ijtsrd.com/medicine/other/38574/research-on-satisfaction-factors-of-referral-reimbursement-for-college-students-in-beijing-under-the-background-of-free-medical-care/yanuan-wang

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Study and Analysis of Online Comment Data Mining and Kano Model Research

by Nilza Angmo | Er. Vandana "Study and Analysis of Online Comment Data Mining and Kano Model Research"

Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021,

URL: https://www.ijtsrd.com/papers/ijtsrd38528.pdf

Paper Url: https://www.ijtsrd.com/engineering/computer-engineering/38528/study-and-analysis-of-online-comment-data-mining-and-kano-model-research/nilza-angmo

callforpapertechnology, technologyjournal

Product development is an area that most assume they have great knowledge in, after all when someone comes up with an amazing idea for a product, how can it be any better?  Unfortunately, the hype around a new amazing idea leads to many pitfalls such as being blinded from the negatives or basics needs for a product.  

To help with this, the Kano Model is a great framework that can be used in order to make sure your idea has all of its bases covered and that it isn’t based around a need that would be emotionally received as being indifferent by your customers.

The Kano Model says that a product or service is about much more than just functionality. It is also about customers' emotions. For example, all customers who buy a new car expect it to stop when they hit the brakes, but many will be delighted by its voice-activated parking-assist system.

The model encourages you to think about how your products relate to your customers' needs while moving from a "more is always better" approach to a "less is more" approach.

Constantly introducing new features to a product can be expensive and may just add to its complexity without boosting customer satisfaction. On the other hand, adding one particularly attractive feature could delight customers and increase sales without costing significantly more.

The Kano Model Framework

The model assigns three types of attributes (or property) to products and services:

1. Threshold Attributes (Basics). These are the basic features that customers expect a product or service to have. Examples: In a hotel, providing a clean room is a basic necessity. In a call center, greeting customers is a basic necessity.

2. Performance Attributes (Satisfiers). These elements are not absolutely necessary, but they increase a customer's enjoyment of the product or service. Examples: Time taken to resolve a customer's issue in a call center. Waiting service at a hotel.

3. Excitement Attributes (Delighters). These are the surprise elements that can really boost your product's competitive edge. They are the features that customers don't even know they want, but are delighted with when they find them. Examples: In a call center, providing special offers and compensations to customers or the proactive escalation and instant resolution of their issue is an attractive feature. In a hotel, providing free food is an attractive feature.

From this framework, it allows product developers to brainstorm and understand what needs to be included (Threshold Attributes) so that nothing basic is missing. If Threshold Attributes are missing, no matter what is added on top, your product will fail. Though fulfilling all of the basic needs is not enough.

In general, Performance Attributes are the attributes that are compared against other competitors and this is where a standard return of customer satisfaction with the availability of various features can be seen.

Excitement Attributes are the wild card that can provide a high satisfaction response, even if it isn't perfectly implemented. Granted, it can’t be so bad that it falls into the indifference window or past it. The implementation of an Excitement Attribute is important though as it can cause questions of “fairness” if not done correctly.

Figure 1, below, shows how customers' reactions to certain features (or the lack of them) can also have a negative or zero effect on satisfaction levels.

Figure 1 – A Development of the Kano model in the bottom right quadrant, you can see that a product with just Threshold Attributes, even if it has a number of them, may not even lead to an indifferent level of customer satisfaction.

Customers begin to find your product attractive when you offer Performance Attributes, and it's along this line, in the top right quadrant, that most organizations position their products in the market.

Excitement Attributes are the "wow factor" features that can give you a competitive advantage. These features can represent a good return on investment because you don't need many of them to generate high levels of customer satisfaction.

Figure 2 - Kano model that shows how delightful innovations slowly become basic needs

In figure two, the Kano model is merged with another core idea that shows how delightful innovation will eventually become a basic need for all products n the market. Think about it as jumping the technology S-Curve and over time how the new S-Curve becomes the base technology curve. A real-world example would be the introduction of touch screens into smartphones, and how they are now the standard for all smartphones.

“We must learn what customers really want, not what they say they want or what we think they should want.” - Eric Ries, The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

Sources:

https://www.mindtools.com/pages/article/newCT_97.htm

Useful HCI stuff: Kano’s model

I found this article a helpful primer on using the Kano model, particularly for discussing which features to focus on, when they give near enough value. If you’re a perfectionist, or find yourself in perfectionist mode, knowing at what point the detail lacks perceived usefulness, satisfaction and emotional impact can be helpful not just for prioritisation, but also for framing research:

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