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Using The Kano Method In Market Research

We've grouped together all the information our site contains on Kano Method to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 9 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

First-time use of Kano method helps Carrier Corp. research buyers of its air conditioning units
Carrier Corporation conducted face-to-face interviews with potential commercial and residential users of the company's ductfree systems in Italy, Spain, Korea and Singapore using the Kano method to determine if the same product could be used in every market and the possible impact on customer satisfaction of doing so and to understand if there were market-differentiation possibilities.
Customer-driven concept and product development
Success or failure of a new product depends on the creation of differentiation in the marketplace. The purpose of this article is to introduce several qualitative techniques for gaining a comprehensive, customer-driven focus for product and concept development. The four areas explained are: 1) gathering the “voice of the customer,” 2) identifying purchase triggers/need states, 3) understanding emotional constructs or core emotional values, and 4) determining brand image.
Assessing customer requirements: the Kano method
Satisfying customers begins the moment a business decides to market a product, service, or product and service bundle. This article describes a measurement process for assessing customer reactions to the features included in the product/service bundle.
Best practices for key driver analysis
Key driver analysis is a versatile tool in the marketing research toolkit and can help clients uncover what is most important to consumers in a product or service category and understand where to focus their priorities.
Working with the Kano method
We have all heard about the Kano method, and how it can supposedly allow researchers to quickly and inexpensively break down preferences about a certain product or service. This article discusses the Kano method, including creating a Kano method survey, applying the method, and analysis.

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Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Why the Kano model wears no clothes
Terry Grapentine outlines the problems with the Kano model, from scale disagreements to problematic response patterns, and explores why Kano is so controversial.
Best practices for key driver analysis
Key driver analysis is a versatile tool in the marketing research toolkit and can help clients uncover what is most important to consumers in a product or service category and understand where to focus their priorities.
Considerations in using the Kano method for international new-product surveys
A report on a research-on-research project involving potential problems with using the Kano method for international studies.