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What does it do?  | Kano analysis is a customer research method for classifying customer needs into four categories; it relies on a questionnaire filled out by or with the customer. It helps you understand the relationship between the fulfillment or nonfulfillment of a need and the satisfaction or dissatisfaction experienced by the customer. The four categories are 1. delighters, 2. Must Be elements, 3. One - dimensionals, & 4. Indeifferent elements. There are two additional categories into which customer responses to the Kano survey can fall: they are reverse elements and questionable result. --The categories in Kano analysis represent a point in time, and needs are constantly evolving. Often what is a delighter today can become simply a must-be over time |
Why Use? 
| Kano analysis provides a systematic, data-based method for gaining deeper understanding of customer needs by classifying them |
When Use? 
| Use Kano analysis after a list of potential needs that have to be satisfied is generated (through, for example, interviews, focus groups, or observations). Kano analysis is useful when you need to collect data on customer needs and prioritize them to focus your efforts |
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