Kanoanalyse

Kanoanalyse, also known as the Kano Model, is a method used in product development, quality management, and customer satisfaction research to categorize and prioritize customer preferences and requirements. Developed by Dr. Noriaki Kano in the 1980s, this analytical approach helps organizations understand how different features or attributes of a product influence customer satisfaction and loyalty.

The Kano Model distinguishes requirements into five categories: Must-be, One-dimensional, Attractive, Indifferent, and Reverse. Must-be requirements are basic features that customers expect; their absence leads to dissatisfaction, but exceeding them does not significantly increase satisfaction. One-dimensional requirements are directly proportional to satisfaction; the better these features are executed, the more satisfied the customer. Attractive requirements are unexpected features that can delight customers when present but do not cause dissatisfaction if absent. Indifferent requirements are features that do not affect customer satisfaction regardless of their presence or absence. Reverse requirements are features that some customers dislike, and their presence may decrease satisfaction.

The Kanoanalyse is typically conducted through customer surveys, where respondents evaluate how they feel about various features or attributes. Results are analyzed to allocate features into the respective categories, informing product development and prioritization strategies. This method enables companies to focus resources on the most impactful features, enhancing overall customer satisfaction without unnecessary expenditure on features that do not influence user experience.

By integrating the Kano Model into design and development processes, organizations can better align their offerings with customer expectations, improve competitive advantage, and foster long-term loyalty. The approach emphasizes that customer satisfaction is dynamic and that designing with prioritized needs in mind can lead to more effective and user-centered products.