1. Origin of the Kano Model
In many people's minds, the opposite of satisfaction would be dissatisfaction. However, Herzberg in his two-factor theory (motivation - health care theory) suggests that satisfaction and dissatisfaction are not a single continuum, but separate, they are not an either/or relationship. It simply means that you don't necessarily feel dissatisfied when the factors that make you satisfied are removed, and you don't necessarily get high when the factors that make you dissatisfied are removed.
Noriaki Kano, a professor at Tokyo Institute of Technology, introduced this theory to product quality management. The Kano model was first introduced in 1984.
2. Kano Model
The Kano model defines three levels of master needs: basic, aspirational, and charismatic. Here is the schematic
?
?
Expectation-type needs (charisma attribute): the user is not expected, if the function is not provided, the user's satisfaction with the product will not be reduced; when the function is provided, the user's satisfaction will be greatly improved, and all of a sudden, it will be high.
Expectation-based demand (expectation factor): provide this feature, user satisfaction will rise, do not provide this feature, user satisfaction will decrease.
Basic needs (essential attributes): when optimizing this feature, user satisfaction will not increase, think this is supposed to be; when not providing this feature, users start cursing.
Non-differentiated needs (no differentiating factors): do it or not do it, it has little impact on customers.
Reverse demand (reverse attribute): it's fine if you don't do it, but if you do it, the customer crashes, and satisfaction drops because of the new feature instead.
3. Why use the Kano model
Philip Kotler said: satisfaction or dissatisfaction refers to a person through the perceived effect of a product and his expectations of the value of the comparison, the formation of pleasure or disappointment of the feeling state.
When a product enters the growth period after taking the strategy of penetrating the market, adding features is essential. That customers are satisfied with our new features, we have 10 new features should be done first which, these should not be PM pat head out. That's why we need this model to help us systematically sort out the needs, do the analysis and refinement of the requirements.
4, the use of Kano model
KANO model based on the principle of customer demand segmentation, the development of a set of structured questionnaires and analysis methods. Simply put, it is a positive and negative questioning model. For example:
?
?
Here are some points that need attention, such as in order to accurately collect data, the questionnaire has to show the function of the point clearly, it is best to have a description; in advance to find a few representative of the user to do this set of questionnaires on the one hand, to see if you can collect the information you want, and to improve the questionnaire; for the evaluation of the adjectives should be explained, such as I like it very much: means that it will satisfy you, happy, and very pleasantly surprised.
5, collect data and cleaning
To collect data, after the collection of strict cleaning to ensure the effectiveness of the data. For example, to remove the questionnaires that like everything or dislike everything. kano's two-dimensional attributes are categorized as follows:
?
?
At this point we fill in the information collected in this table can be, the results are what percent of users very much expect this feature, what percent of users feel that this is a must-have.
6, Better-worse coefficient analysis (satisfied with the influence (SI) and dissatisfied with the influence (DSI))
The data is not analyzed, in fact, this data is even very little reference value. We need to calculate the Better-Worse coefficient, and ultimately use the results to determine whether or not to do this feature, and when to do it.
Better can be interpreted as the coefficient of satisfaction after the increase, and the value of Better is usually a positive number, and the larger the value, the stronger the impact of this feature on user satisfaction.
Worse can be interpreted as an increase in the dissatisfaction factor, and is usually a negative number, with smaller values indicating lower user satisfaction.
The formula for calculating the indicator is as follows:
Better: (Attractive Attributes + Desired Attributes)/(Attractive Attributes + Desired Attributes + Required Attributes + No Difference Factor)
Worse: (Desired Attributes + Required Attributes)/(Attractive Attributes + Desired Attributes + Required Attributes + No Difference Factor) x (-1). factor) x (-1).
Use this algorithm to figure out the score for each feature, and based on the score, find the feature that has the most impact on the user, and then just head for it.
kano has more notes in the research (mainly because sleepy, write these first), if interested you can communicate privately.