Product Design — The Kano Model and Conjoint Analysis

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.

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