Kano for Identifying VOC Needs

Categorizing Basic, Performance and Excitement Needs

The Kano Model separates customer needs into three categories: Basic, Performance and
Excitement. Basic needs are generally unspoken by the customer. An unfulfilled Basic need
generally leads to significant dissatisfaction. However, meeting a Basic need only leads to a
customer who is not unhappy. For example, you expect a laser printer to interface with a
wide variety of PCs without needing special software or cabling. The moment a printer does
not interface with a PC at your home or office you are dissatisfied. On the other hand the
fact that a printer interfaces with 100 vs. 200 PC models does not lead to increased
satisfaction.

High Satisfaction
Excitemen
t Performanc
e

Fully
Unfulfilled
Fulfilled

Basic
Low Satisfaction
The Kano Model

Performance needs can be described as “the more the better”. In other words the better the
performance of a product or service characteristic the more satisfied the customer is.
Performance needs of the laser printer might include printing speed and noise level. The
faster and quieter the printer, the more satisfied the customer is. Achieving Excitement
needs generates immediate delight. These needs are often unspoken. A novel printer
shape or body color might be an Excitement need. (e.g. Apple’s translucent colored iMAC
when it was released.)

So how do we segment a list of needs into these three categories? Kano created a pairwise
questioning method to categorize needs. For each characteristic he asked two questions:

A. How do you feel if <Characteristic X> exists?

1. I really like it
2. I like it
3. I feel neutral
4. I do not like it
5. I really do not like it

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 Kano for Identifying VOC Needs
B. How do you feel if <Characteristic X> does not exist?
A. I really like it
B. I like it
C. I feel neutral
D. I do not like it
E. I really do not like it

For the printer example we could ask the following questions and extract the following
answers:
1A. How do you feel if the printer interfaces with a wide variety of PCs?
 I feel neutral (3)
1B. How do you feel if the printer does not interface with a wide variety of PC?
 I really do not like it (E)
2A. How do you feel if the printer does not make a lot of noise?
 I really like it (1)
2B. How do you feel if the printer is noisy?
 I really do not like it (E)
3A. How do you feel if the printer has a novel shape and color design?
 I really like it (1)
3B. How do you feel if the printer is designed using a standard shape and color?
 I feel neutral (C)

Answers to these paired questions are plotted in the matrix below.

I really do not like it

Negative
I do not like it
I feel neutral
I really like it
I like it

Positive
A B C D E
I really like it 1 3 2
I like it 2
I feel neutral 3 1
I do not like it 4
I really do not like it 5

Where a characteristic falls in the matrix suggests the type of need that it is.

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 Kano for Identifying VOC Needs

I really do not like it

Negative

I do not like it
I feel neutral
I really like it
I like it
Positive
A B C D E
I really like it 1 ? I E E P
I like it 2 I ? I I B
I feel neutral 3 RE I ? I B
I do not like it 4 RE I I ? I
I really do not like it 5 RP RB RB I ?

Symbol description
E = Excitement
P = Performance
B = Basic
I = Indifferent
? = Inconsistent
RE = Excitement Reversal
RP = Performance Reversal
RB = Basic Reversal

Based on the matrix PC compatibility, Noise level and shape/color are categorized as Basic,
Performance and Excitement needs, respectively.

In analyzing the data some customer responses may turn out to be inconsistent (e.g. I am
satisfied (dissatisfied) when a product characteristic is both present and absent.) or
indifferent (I am neutral whether or not the product feature exists.) An inconsistent need
requires further followup with the customer. An indifferent response suggests the identified
need may not be a requirement needing prioritization as part of a design project.

Some customer groups may provide responses that turn out to be reversals (i.e. happiness
in absence and unhappiness in presence of a product feature). A company designing a
steakhouse would likely encounter a reversal if they interviewed vegetarians who have
struggled to find restaurants that meet their dietary preferences. The vegetarians would
likely not like the presence of meat on menu; but would really like the absence of meat on
the menu. This would be an example of an Excitement Reversal. A reversal suggests that the
customer is not a good candidate to ultimately purchase the new product or service.

With the list of needs categorized prioritization can begin using AHP and QFD analysis. If a
basic need is not met, its improvement should be your most important priority. Once
satisfied a Basic need will not likely be the focus of design project. A typical design project
will focus most on Performance needs, followed by Excitement needs.

Reference:
Step by Step QFD, John Terninko, CRC Press, 1997.