Using The Kano Method In Market Research

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There are 6 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Data Use: Design performance: the Kano model

Using a hypothetical example of a steakhouse restaurant, the author explores an application of the Kano method of gauging customer satisfaction.

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.

Hearing the customer's voice

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.

A breath of fresh air

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.

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.

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