Kano Analysis Example

Kano Analysis Example

Problem Statement

Select a few features on an automobile and perform the Kano analysis. Determine basic, performance, and excitement features

#

Feature Description

1

Cargo Space

2

CD Player

3

Fuel Efficiency

4

HID Lamps

5

Horn

6

Rain Detecting Windshield Wiper

How to perform analysis

Step 1: Open Sigma Magic
  1. Click on the Sigma Magic button on the Excel toolbar.
  2. Click on the New button to create a new project.
Step 2: Add the analysis template
  1. Click on the Tool Wizard to add the analysis template.
  2. Click on Project and then Kano Analysis.


Step 3: Specify analysis options
A new worksheet will be added to your workbook. Analysis Setup will be automatically opened, in the setup tab specify the following details.




Click on the Features, and then describe the features that you want to evaluate



Click on Rating Scale and specify the 3 point rating scale and 5 point rating scale



If you need to make changes to the charts, specify the optional settings in the Charts tab.

 Labels:

  • Add a title for the chart.
  • Label the X-axis and Y-axis appropriately.

Appearance:

  • Adjust colors, font sizes, or other visual elements as needed.
  • Enable/disable gridlines or background shading.


Step 4: Enter the details in worksheet
Click Create, the worksheet will created and then enter all the details. A sample is provided below:





Click the Verify tab to ensure all the inputs are okay and shown in a green checkmark.



Step 5: Generate analysis result
Click OK and then click Compute Outputs to get the final results



Interpreting Results

  1. Basic Features (Need-Be) Don't Matter Much: Basic need features such as CD Player, Horn, and Cargo Space can be included here. Its absence does not provoke the customers' interest but presence may result in dissatisfaction.
  2. Performance Feature Induces Satisfaction: As Fuel Efficiency belongs to performance attributes, it leads to higher satisfaction with increasing levels of fuel efficiency. Lack of it would again result in dissatisfying products, making this a crucial area of competition.
  3. Excitement Features Provide Differentiation: Features like Rain Detecting Wipers and HID Lamps fall into the excitement category, which means they surprise and delight customers when present but are not expected as a necessity .
  4. Indifferent Features Do Not Impact Customer Satisfaction Much: The CD Player, Horn, and Cargo Space scored low on both functional and dysfunctional axes, indicating customers are neutral about them.
  5. The vehicle should be in focus for 'Performance and Fun Features' - to gain 'Competitive advantage'. Fuel Efficiency should be improvised directly to yield customer satisfaction with exciting features market as premium so that the demand for the particular product increases.
  6. Basic features maintained at standard - CD Players as well as the Horns; they are normally expected by consumers, so may be included and do not expect heavy investment from innovation.
  7. Exciting Features Can Justify Premium Pricing: As Rain Detecting Wipers and HID Lamps surprise customers positively, they can be used as an avenue for premium pricing or premium models.
  8. Marketing Should Highlight Performance & Excitement Attributes: Promotions should focus on fuel efficiency and innovative features, as these are important for purchase decisions rather than basic attributes.
  9. Resource allocation needs to focus on high-impact features: improvements of fuel efficiency and hot excitement features give better returns.

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