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Kano Analysis Model

4.7 Filled star Filled star Filled star Filled star Half star
Based on 77 ratings
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Robert Chapman

The Kano Analysis Diagram is one of the most popular voice of the customer tools available, and for good reason. It provides you with a framework to understand what customer data you need, how to get it and how to present it effectively. By taking this course, you will learn how to deploy a Kano Analysis Diagram to full effect. This will empower you to engage with your current and potential customers to understand what delights them, what satisfies them and what dissatisfies them. Once you have graphically mapped this out, you can use your diagram to make big decisions, impact your people, processes and products alike. In this course, we will explore:

Read more

The Kano Analysis Diagram is one of the most popular voice of the customer tools available, and for good reason. It provides you with a framework to understand what customer data you need, how to get it and how to present it effectively. By taking this course, you will learn how to deploy a Kano Analysis Diagram to full effect. This will empower you to engage with your current and potential customers to understand what delights them, what satisfies them and what dissatisfies them. Once you have graphically mapped this out, you can use your diagram to make big decisions, impact your people, processes and products alike. In this course, we will explore:

- The fundamentals of the tool and the wider approach.

- Voice of the customer - what it is, why it is important and how to get it.

- The Kano Analysis Diagram, breaking it down stage by stage, explaining how to achieve each section to deliver maximum impact.

- A range of demonstrations based in different sectors, educating you on how you can practically deploy this fantastic tool.

At the end of the course, you will have the confidence to buildout a Kano Analysis Diagram in full. This will enable you to steer decisions on products and services both current and future, all with the aim of ensuring customer experience, satisfaction and sales all remain strong.

Enroll now

What's inside

Learning objectives

  • How to deploy kano analysis
  • How to deploy a kano analysis diagram, effectively
  • How to understand the voice of the customer in this manner
  • How to graphically portray your customers voice clearly
  • How to gather customer insight on what delights them and what frustrates them
  • How to use the tool to understand your customers future needs / requirements
  • How to place the vice of the customer at the heart of decision making
  • You will be able to train others on the ability to deploy kano analysis
  • You will be able to rapidly gather existing customer insight for their and future customer's benefit
  • Once deployed, your organization will gather customer insight far quicker and more graphically

Syllabus

You will understand the purpose of this course and what it will entail.

In this video, we will explore what is covered within this course.

Read more

In this video, we will run through a brief disclaimer on this course.

In this video, we will explore the purpose of this course.

In this video, we will explore what Kano Analysis actually is.

In this video, we will explore when you should use Kano Analysis.

In this video, we will explore when you should be using Kano Analysis.

In this video, we will explore what the voice of customer is.

In this video, we will explore what the voice of the customer is.

In this video, we will explore the pros of using this tool.

In this video, we will explore the cons of using this tool.

In this video, we will explore a quick overview of the properties of the tool.

In this video, we will explore a overview of the different iterations of the tool themselves.

In this video, we will explore the satisfaction principle of the Kano Analysis Diagram.

In this video, we will explore the functionality principle of the Kano Analysis Diagram.

In this video, we will explore the features principle of the Kano Analysis Diagram.

In this video, we will explore the perception principle of the Kano Analysis Diagram.

A quick quiz to test the knowledge gained from this section.

In this video, we will run over a quick overview to introduce this section.

In this video, we will run through our first demonstration.

In this video, we will run through our second demonstration.

In this video, we will run through our third demonstration.

In this video, we will review the key learnings from this course.

In this video, we will explore some hints & tips to ensure you really nail your first Kano Analysis Diagram well.

In this video, we will close out the course with a thank you.

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Provides a framework for understanding customer needs and preferences, which is essential for product development and service improvement
Teaches how to gather and interpret customer feedback, which is a core skill for anyone involved in product management or customer relations
Explores the voice of the customer, which is important for aligning product development with customer expectations and market demands
Offers demonstrations across different sectors, which helps learners understand how to apply the Kano Analysis Diagram in various contexts
Focuses on a specific tool, which may require learners to supplement their knowledge with other customer analysis techniques
Requires learners to build a Kano Analysis Diagram, which may require access to specific software or tools not readily available

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Reviews summary

Practical introduction to kano analysis

According to learners, this course provides a clear and concise overview of the Kano Analysis model and the Voice of the Customer concept. Students found the content easy to understand and appreciated the practical demonstrations, which helped illustrate how to apply the model effectively. It is widely seen as a solid introduction for beginners or those new to the topic. While the course is generally highly rated, some learners noted that it could benefit from more advanced content or in-depth examples for those seeking deeper knowledge.
Instructor explains concepts well.
"Instructor was clear and easy to follow."
"The lecturer explains the points very well."
"Good delivery and presentation style."
Excellent for beginners or new learners.
"Perfect introductory course."
"Good starting point for understanding Kano Analysis."
"Helped me grasp the basics quickly."
"If you're new to Kano, this course is ideal."
Examples show how to apply the model.
"Practical examples really help nail down the theory."
"The demonstrations helped me understand how to use it."
"Valuable insights on practical application."
"Examples make the concepts easy to apply."
Course explains the Kano model clearly.
"A great overview, clear and straight to the point."
"Very clear and concise explanation of the Kano Model."
"The course was well organized and clear."
"Easy to understand the concepts presented."
May be too basic for experienced users.
"Good overview but lacks depth for advanced users."
"Could benefit from more complex scenarios."
"Found it a bit basic, was hoping for more detail."
"Needs to cover more advanced techniques."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Kano Analysis Model with these activities:
Review Voice of the Customer (VoC) Fundamentals
Reinforce your understanding of Voice of the Customer (VoC) principles, which are essential for effectively deploying the Kano Analysis model.
Browse courses on Voice of the Customer
Show steps
  • Review articles and videos on VoC methodologies.
  • Summarize key VoC techniques and their applications.
Read 'Understanding Customer Needs' by Erika Bird
Expand your knowledge of customer needs assessment techniques to enhance your ability to gather relevant data for Kano analysis.
View Text Sets in Action: Pathways Through Content... on Amazon
Show steps
  • Read the book, focusing on data collection methods.
  • Take notes on key concepts and examples.
Develop a Kano Analysis Survey
Practice creating a survey instrument tailored for Kano analysis to solidify your understanding of the model's requirements.
Show steps
  • Define a product or service to analyze.
  • Formulate functional and dysfunctional questions for each feature.
  • Pilot test the survey with a small group.
  • Refine the survey based on feedback.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Analyze Sample Kano Data Sets
Refine your ability to interpret Kano analysis results by working through sample data sets and identifying customer satisfaction categories.
Show steps
  • Obtain sample Kano analysis data sets.
  • Categorize each feature based on its Kano classification.
  • Interpret the implications of each classification.
Apply Kano Analysis to a Real-World Product
Apply the Kano analysis model to a product or service you are familiar with to gain practical experience and deepen your understanding.
Show steps
  • Select a product or service for analysis.
  • Conduct customer surveys or interviews.
  • Analyze the data and create a Kano diagram.
  • Present your findings and recommendations.
Develop a Kano Analysis Presentation
Create a presentation summarizing the Kano analysis process and your findings from a real-world application to reinforce your knowledge and communication skills.
Show steps
  • Outline the key concepts of Kano analysis.
  • Present your project methodology and results.
  • Include visual aids such as Kano diagrams.
  • Practice your presentation for clarity and impact.
Read 'The Innovator's Dilemma' by Clayton M. Christensen
Understand the broader context of innovation and disruption to better apply Kano analysis in strategic decision-making.
View The Disruptive Innovation Set (2 Books) on Amazon
Show steps
  • Read the book, focusing on disruptive innovation.
  • Relate the concepts to Kano analysis and customer needs.

Career center

Learners who complete Kano Analysis Model will develop knowledge and skills that may be useful to these careers:
Product Manager
A product manager is responsible for the strategy, roadmap, and feature definition for a product or product line. This role requires a deep understanding of customer needs and market trends to guide product development and ensure its success. The Kano Analysis Model course fits into the product manager's toolkit by providing a structured approach to gathering and interpreting customer feedback. Using this course, a product manager understands how to gather customer insight on what delights them and what frustrates them, which may lead to making informed decisions about product features and improvements.
See salaries and explore the career path for Product Manager
Product Owner
A product owner is responsible for maximizing the value of a product resulting from the work of the development team. They manage the product backlog, prioritize features, and ensure that the product meets the needs of the stakeholders. The Kano Analysis Model course may be useful for product owners because it provides a structured approach to gathering and interpreting customer feedback. Using this course, a product owner understands how to gather customer insight, leading to informed decisions to improve the features, functionality, and overall value of the product.
See salaries and explore the career path for Product Owner
Usability Analyst
A usability analyst evaluates the ease of use and effectiveness of products or systems. They conduct usability testing, analyze user feedback, and identify areas for improvement. The Kano Analysis Model course provides usability analysts with another tool for gathering and analyzing customer feedback. The course teaches you to place the voice of the customer at the heart of decision making. Usability analyst may find this particularly valuable for prioritizing features and improvements based on their impact on customer satisfaction.
See salaries and explore the career path for Usability Analyst
Customer Experience Consultant
A customer experience consultant advises organizations on how to improve their customer experience. This involves assessing current customer experience, identifying areas for improvement, and developing strategies to enhance customer satisfaction and loyalty. The Kano Analysis Model course can equip them with a valuable tool. The Kano Analysis Model course may be useful because it teaches how to deploy a Kano Analysis Diagram to understand what delights, satisfies, and dissatisfies customers, which directly informs consulting strategies and customer management strategies.
See salaries and explore the career path for Customer Experience Consultant
User Experience Researcher
A user experience researcher conducts studies to understand user behavior, needs, and motivations. These studies involve various methods, such as interviews, surveys, and usability testing, to gather insights that inform design decisions. Learning about the Kano Analysis Model provides user experience researchers with another tool for gathering and analyzing customer feedback. The course teaches how to deploy a Kano Analysis Diagram, graphically portray customer voice, and place customer voice at the heart of decision making. User experience researchers may find this particularly valuable for prioritizing features and improvements based on their impact on customer satisfaction.
See salaries and explore the career path for User Experience Researcher
Market Research Consultant
A market research consultant provides expert advice and guidance to organizations on market research strategies and methodologies. The consultant helps clients gather and analyze data on consumer behavior, market trends, and competitive landscape to inform business decisions. The Kano Analysis Model course may be useful for market research consultants because it introduces the Kano Analysis Diagram tool. Learning how to deploy a Kano Analysis Diagram can help consultants understand customer needs and preferences, which is a core component of market research.
See salaries and explore the career path for Market Research Consultant
Market Research Analyst
A market research analyst studies market conditions to examine potential sales of a product or service. This role often involves gathering data on consumer demographics, preferences, needs, and buying habits. The Kano Analysis Model course fits into this career through its focus on understanding customer needs and preferences, which is a core component of market research. This course may be useful because it teaches how to deploy a Kano Analysis Diagram to understand what delights, satisfies, and dissatisfies customers, which directly informs market research strategies and product development.
See salaries and explore the career path for Market Research Analyst
Service Designer
A service designer plans and organizes people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. The Kano Analysis Model course fits into the service designer's toolkit by providing a structured approach to gathering and interpreting customer feedback. The course teaches a service designer how to graphical portray customer's voice and place the voice of the customer at the heart of decision making. Service designers can use the Kano Analysis Diagram to identify areas for service innovation and improvement.
See salaries and explore the career path for Service Designer
Customer Relationship Manager
A customer relationship manager focuses on building and maintaining strong relationships with customers to improve customer satisfaction and loyalty. This role requires a deep understanding of customer needs. The Kano Analysis Model course may be useful because it teaches how to deploy a Kano Analysis Diagram to understand what delights, satisfies, and dissatisfies customers. After this course customers may be engaged to understand how to improve their experiences and satisfaction, and to resolve any issues or concerns.
See salaries and explore the career path for Customer Relationship Manager
Marketing Manager
A marketing manager plans, directs, and coordinates marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. The Kano Analysis Model course fits into this career field because it delivers the knowledge of how to deploy a Kano Analysis Diagram, which helps to understand what delights, satisfies, and dissatisfies customers. This understanding may inform marketing strategies, product positioning, and customer engagement efforts, leading to more effective marketing campaigns.
See salaries and explore the career path for Marketing Manager
Customer Success Manager
A customer success manager focuses on building strong relationships with customers to ensure they achieve their desired outcomes while using a company's product or service. This role requires a deep understanding of customer needs and the ability to proactively address any issues or concerns. The Kano Analysis Model course may be useful for customer success managers because it provides a framework for understanding what delights, satisfies, and dissatisfies customers. By taking this course, a customer success manager is empowered to engage with current and potential customers to understand how to improve their experiences and satisfaction.
See salaries and explore the career path for Customer Success Manager
Business Analyst
A business analyst identifies business needs and determines solutions to business problems. These solutions often include process improvements, organizational changes, or software development. The Kano Analysis Model course may be useful for business analysts because it teaches how to gather customer insights on what delights and frustrates them. Additionally, it can help a business analyst understand the voice of the customer, which is essential for aligning business solutions with customer expectations and improving overall business performance.
See salaries and explore the career path for Business Analyst
Quality Assurance Manager
A quality assurance manager oversees the quality of a company's products or services. This includes establishing quality standards, implementing quality control procedures, and identifying areas for improvement. The Kano Analysis Model course may be useful for quality assurance managers seeking to understand customer satisfaction. By understanding customer needs and expectations through the Kano Analysis Diagram, a quality assurance manager can prioritize improvements for products or services, focusing on features or aspects that have the greatest impact on customer satisfaction.
See salaries and explore the career path for Quality Assurance Manager
Data Analyst
A data analyst collects, cleans, and analyzes data to provide insights and recommendations. They identify trends, patterns, and anomalies in data to support decision-making and improve business performance. The Kano Analysis Model course may be useful for data analysts because it teaches how to gather existing customer insight. After taking this course, your organization may gather customer insight far quicker and more graphically, making a data analysts job easier and more impactful.
See salaries and explore the career path for Data Analyst
User Interface Designer
A user interface designer focuses on the visual layout and interactive elements of a digital product. They create interfaces that are intuitive, visually appealing, and easy to use. Although the Kano Model may not be directly applicable to the design itself, UI designers may still find this course useful. The Kano Analysis Model course may be useful because it teaches how to deploy a Kano Analysis Diagram and graphically portray customer voice, which may lead to improving interface designs and creating optimal user experiences.
See salaries and explore the career path for User Interface Designer

Reading list

We've selected two books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Kano Analysis Model.
Cover image
Text Sets in Action
Save
Provides a comprehensive overview of various methods for understanding customer needs, including surveys, interviews, and focus groups. It offers practical guidance on how to collect and analyze customer data effectively. While not specifically focused on Kano analysis, it provides a strong foundation in VoC principles. It is valuable as additional reading to deepen your understanding of customer-centric approaches.
Text Sets in Action: Pathways Through Content Area...
Kindle Edition
$$$
Cover image
The Disruptive Innovation Set (2 Books)
Save
Explores how successful companies can fail to stay at the top of their industries when disruptive technologies emerge. While not directly about Kano analysis, it provides a valuable perspective on understanding customer needs and how they evolve over time. It is more valuable as additional reading to provide a broader context for strategic decision-making based on customer insights. It commonly used reference for business strategy.
The Disruptive Innovation Set (2 Books)
Paperback
$$
The Disruptive Innovation Set (2 Books)
Kindle Edition
$$

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Rating
4.7 Filled star Filled star Filled star Filled star Half star
Effort
2.5 total hours
Via
Udemy
Instructor
Robert Chapman
Language
English
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Provides a framework for understanding customer needs and preferences, which is essential for product development and service improvement
Teaches how to gather and interpret customer feedback, which is a core skill for anyone involved in product management or customer relations
Explores the voice of the customer, which is important for aligning product development with customer expectations and market demands
Offers demonstrations across different sectors, which helps learners understand how to apply the Kano Analysis Diagram in various contexts
Focuses on a specific tool, which may require learners to supplement their knowledge with other customer analysis techniques
Requires learners to build a Kano Analysis Diagram, which may require access to specific software or tools not readily available
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