The Kano model is a technique that
categorizes product and service features in terms of their impact on customer
satisfaction.
The model would, for instance, tell us that
brightness, resolution and weight are the features of portable projectors that
are explicitly demanded by customers. These features are more effective in
differentiating one brand from another.
On the other hand, features like a remote control
and warranty are requirements that are taken for granted and do not generate an
increase in satisfaction. Yet, if unfulfilled, these hygiene factors cause
dissatisfaction.
By discriminating product features in this manner,
the Kano model filters out those product areas and features that a company should
prioritize for research via techniques such as conjoint analysis and the house
of quality.
Conjoint analysis takes the focus of inquiry to a
deeper level, assessing trade-offs between features, between the ranges of
levels of features, and between various price points. It helps in optimize
products in terms of their attributes including price and provides estimates
of their market potential.
