project

Kano Temp & Instructions

Student Name: _______________________________
Kano Model Analysis - Product/Service Attributes (What does your customer value?)
Product/Service for Analysis: _______________________________
Attributes
Basic/Expected -- "Must Haves". ("Deal Breakers")	Performance Attributes -- "Nice to Haves"	Excitement Attributes -- "Thrilled to Haves"	Not Relevant
"Kano Model Analysis" Instructions
Prior to completing this exercise, please be sure to view our Week 3 Lecture for an overview of the Kano Model. Complete the Kano
Model template provided for 2 products or services currently offered by your company. Some key points to consider when completing the
template:
-- the Kano Model is a practical tool to analyze how your products/services relate to your customers' needs; that is, the value your
customers associate with each attribute
-- ideintify the key features of each product/service and then sort them based on your customers' view of each feature as a "Must Have",
"Nice to Have", "Thrilled to Have"; and "Not Relevant".
Once you have completed the template for the 2 products/services that you selected, use the information/data that you have inserted into
the Kano Model to answer the following questions:
1. Does this product/service give your company a competitive advantage in the market? If "yes", what are the key attributes that
produce such an advantage? If not, what additional attributes would this product/service require to give your company a compeitive advantage?
2. Do you think this product/service will still provide the same level of value to your customers in 5 years? Are there any trends that may
undermine the value of this product/service? May customer expectations change such that several of the current Performance and Excitement
Attributes come to be viewed as "Basic - Must Have" Attributes by your customers in the future? (Consider changed consumer expectations
due to Amazon's excellence in order fullfillment, i.e. a 2 day or better delivery is now a consumer's expectation).
3. List, describe and categorize what new attributes your company could (should) add to the product/service. What new Performance
Attributes could be added? What new Excitement Attributes could be added? This is a creative, "what if" question, so please suspend your
usual professional business analysis and disregard considerations (filters) such as costs, available talent, and any other resource limitations
that might impact the development of a new attribute.

&"Calibri,Regular"&K000000BUS 5488 Kano Model Assignment

&"Helvetica,Regular"&8&K000000Kano Model developed by Dr. Noriaki Kano in 1984. This template is adapted from material presented at: https://www.mindtools.com/pages/article/newCT_97.htm