STEP1: DEVELOP KANO QUESTIONS

Kano questions have two parts:

• How do you feel about a particular feature? (These are the functional questions)
• How would you feel if you did not have the feature? (These are the dysfunctional questions)

• In response to each question respondents are asked whether or not:

• I like it
• I expect it
• I'm neutral
• I can tolerate it
• I dislike it

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 STEP 2: THE INTERPRETATION GRID
The following grid enables you to classify the different attributes

Dysfunctional (feature absent)

How would you feel if you did not have the feature?
Like not Expect not to Live with not Dislike not
having have Don’t care having having
Functional (feature present)
How do you feel about a particular feature?

Like having Q E E E P
Expect to have R I I I B
Don’t care R I I I B
Live with having R I I I B
Dislike having R R R R Q

Customer requirement is:

E = Exciting and attractive Q = Questionable

B = Basic and must have I = Indifferent
P = Performance R = Reverse
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 STEP 3: EXECUTE THE SURVEY

1 2 3 4 5

Choose your target Decide which Develop your Run the survey online Analyse the results
audience attributes you want questionnaire
to test The many questions Develop a scale for the
Consider confining Take care with the are best asked online. analysis which takes into
the audience to Carry out some functional and This will require you to consideration the
customers only in qualitative/depth dysfunctional questions. have a good list of functional and
the first instance interviews to find out For example, the email addresses of dysfunctional scales – for
what the attributes functional question could customers and a example:
should be be "If you can have strong motivation for Functional: -2 (Dislike), -1
delivery in less than 24 them to reply. (Live with), 0 (Neutral), 2
hours, how do you feel?". (Must-be), 4 (Like);
The dysfunctional Dysfunctional: -2 (Like),
question would be "If -1 (Must be), 0 (Neutral),
delivery takes longer than 2 (Live with), 4 (Dislike);
24 hours, how do you Importance: 1 (Not at all
feel?“ Important), …, 9
Also ask how important (Extremely Important.)
an attribute is to the
customer.

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 STEP 4: FOCUS ON THE POSITIVE

The attributes that matter to the customers are those in

the North East quadrant as identified in the grid below: