KANO

ANALYSIS

TOPIC: WHAT IS KANO ANALYSIS?

Kano Analysis helps you to analyze customer requirements and prioritize
them in the order of importance for the customer. There are three Kano
Categories:

Dissatisfiers or Basic Needs (the Must-Be’s):

• These are expected features or characteristics
• These needs are typically unspoken
• If not fulfilled, the customer will be highly dissatisfied

Satisfiers or Performance Needs (One-Dimensional Needs):

• These are the standard characteristics of products/services
• They increase/decrease satisfaction levels by their degree of presence
• These needs are typically spoken

Delighters or Excitement Needs:

• These are unexpected features that impress your customers
• They help your company earn the right recognition
• These needs are typically unspoken

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