Kano Model
Classifies requirements from the VoC→CTQ tree by how their fulfillment or absence affects customer satisfaction.
Also known as: Kano, Kano analysis, Kano model, Better/Worse analysis
The Kano model (Kano, 1984) tests whether a requirement affects satisfaction symmetrically — or whether fulfillment and absence pull in different strengths. Each item is asked twice on the same five-point scale: the functional question (reaction if fulfilled) and the dysfunctional question (reaction if not fulfilled). The answer pair is mapped to one of six categories via a fixed evaluation table.
- M — Must-be (basic quality): taken for granted, absence causes anger, fulfillment barely registers
- O — Performance: satisfaction rises with the degree of fulfillment
- A — Attractive (excitement quality): unexpected, absence does not bother, presence delights
- I — Indifferent: no noticeable effect on satisfaction
- R — Reverse: reaction contradicts expectation, usually a wording problem
- Q — Questionable: the two answers logically contradict each other
See also
Used in
Sources
- Kano, N. — Attractive Quality and Must-Be Quality, Journal of the Japanese Society for Quality Control, 14(2), 1984
- Berger, C. et al. — Kano's Methods for Understanding Customer-defined Quality, Center for Quality Management Journal, 2(4), 1993
- Pyzdek, T. & Keller, P. — The Six Sigma Handbook, 5th Edition