Kano Analysis Interview Form

Form responses are saved to browser localStorage under keys kano_form and kano_dots.
Neutral Excited/Delighter Anti-feature Desired Required Product meets requirements Product fails to meet requirements Delighted Customer Disappointed Customer
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Kano Analysis Overview

From Hanington, Martin 2018 - Universal Methods of Design

Helps determine and prioritize which attributes are most important to the customer.

  • By assigning each product to one of five categories, customer values regarding satisfaction can be revealed.
  • Required (atari mae or "quality element") are the baseline features that must be included, such as privacy, safety, and security.
  • Desired (ichi gen teki or "one-dimensional quality element") are attributes that, when included, increase the percieved value of the product.
  • Exciter/Delighter (mi ryoku teki or "attractive quality element") are a source of surprise based on latent customer needs, improving measures of satisfaction.
  • Neutral (mu kan shin or "indifferent quality element") represent features that customers don't have strong feelings for either way.
  • Anti-feature (gyaku or "reverse quality element") attributes provide insight into what you should leave out of a product.