Kano model
The Kano model is a two-dimensional model that diagrams the relationship between 'attribute (value) provided and emotional response,' developed in 1984 by Dr. Noriaki Kano of the University of Tokyo. Put simply, the level of satisfaction from providing value to meet customer needs varies depending on how it's supplied.
[Source] Thoughts on the Kano Model|Author zzangkimzz
[Source] Thoughts on the Kano Model|Author zzangkimzz
Consumers follow the 'law of diminishing marginal utility', where, even though they have various complaints about a product's little details, once those details are 'sufficiently' addressed, they come to feel those qualities are just a given and no longer feel the satisfaction of something new. To explain this situation, Kano proposed a two-dimensional model of product-quality perception. The model considers together the subjective side (satisfied vs. dissatisfied) and the objective side (physically fulfilled vs. not fulfilled).
This model is interpreted in many ways through the following quality elements.
Simply divided into three elements
1. Excitement — attractive element, an emotional attribute the customer didn't expect
2. Performance — one-dimensional element, an attribute the customer expresses a direct preference for and that meets the expectation
3. Basic — fundamental element, an attribute expected as a matter of course
Broken down more finely into five elements
1. Attractive Quality Element: a quality element that brings satisfaction when present but doesn't cause great dissatisfaction when absent. It can be something the customer didn't expect, or something that exceeds their expectations. This element moves the experience from ordinary satisfaction to Customer Delight. Since customers don't know about or expect it, not having it doesn't cause dissatisfaction.
2. One-Dimensional Quality Element: a quality element that causes satisfaction when present and dissatisfaction when absent. The most general kind of perceived-quality element.
3. Must-Be Quality Element: a quality element that is only satisfying because it's assumed to be present.
4. Indifferent Quality Element: an element where no difference in quality is felt between satisfaction and dissatisfaction.
5. Reverse Quality Element: a reversed element where fulfillment causes dissatisfaction and lack of fulfillment causes satisfaction.
Other related reference charts
Image source: pluxstudy
Image source: Saenggakgongjang
Image source: Zhu Dang's Theory
The gist is this. When producing a product, set your target users and design the product or define its features around their needs and wants, taking the above into account so you can respond appropriately.
For example, even if you're selling the same refrigerator, selling a refrigerator in Antarctica or a heater in Africa, or designing a smartphone for elderly users, is clearly going to have different WOW points from what they experience. So rather than making the exact same product based on the quality the general public perceives — or making an unconditionally cutting-edge product — you should minimize unnecessary or excessive aspects and maximize the aspects customers find satisfying.
Using the Kano model well to optimize for this can lead to good results.
