Kano analysis

Learning objectives

• Classify customer needs as must-be, performance or attractive.
• Interpret satisfaction asymmetry.
• Avoid investing in delight while basics fail.

Three types of need

• Must-be — absence causes dissatisfaction, presence is expected.
• Performance — satisfaction rises with the level delivered.
• Attractive — surprises the customer when present.

Garment-factory example

Correct size and colour are must-be; shorter replenishment lead time is a performance need; proactive digital traceability may delight some buyers today.

Method

1. Formulate paired functional/dysfunctional questions.
2. Survey representative customers.
3. Classify responses.
4. Combine with importance and business feasibility.

Common mistakes

• Using Kano with too few or unrepresentative customers.
• Investing in delight while basic conformance fails.