What is the Kano Survey Like?

Earlier we discuss the Kano Model, and how it is a well regarded as one of the leading ways to work on product development. It is able to identify what products must have, what it would be nice if they had relative to competition, and the “wow” factor that is not necessary to create a quality product, but may improve customer satisfaction anyway.

In order to collect data within the Kano Model, a customer must complete the Kano Survey. The Kano Survey can be as long or as short as your customer needs, and is customized in a way to receive chartable answers that fit within the Kano Method.

Kano Survey Questions

Questions are generally asked in the following format:

Q: If your phone could text message, what would your reaction be?

  • I like it that way.
  • It must be that way.
  • I am neutral.
  • I can live with it that way.
  • I dislike it that way.

It then asks essentially the same question again, focusing on the negative:

Q: If your phone could not text message, what would your reaction be?

  • I like it that way.
  • It must be that way.
  • I am neutral.
  • I can live with it that way.
  • I dislike it that way.

The goal is to plot what features are basic, what features are useful but not vital, and what features are not at all vital but could bring serious value. Asking these questions both ways helps to parcel out which information is basic, which information is a performance attribute, and which is an attractive attribute.

The survey does require that you be inventive and creative if you want to receive interesting data. You will not be able to learn if there are any potentially attractive additions to your product unless you can come up with the additions yourself. As a result, the survey is valuable if and only if you are able to come up with potentially innovative additions to your product to help achieve results.

But the Kano Survey has been tested for decades, and is still held in very high regard within the satisfaction community. Many companies depend on this type of survey to help them learn what customers need, what they want, and what they don’t even know that they want, all to help these companies develop the best products they can for the customer.

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