One of the most popular articles we’ve published over the past couple of years was about a research method developed in Japan in the 1980s.
Named for the man who developed it, Noriaki Kano, the Kano Model offers a method for measuring the emotional reactions customers have to individual features of a product or service.
“We uncovered the Kano Model while researching ways to measure delight,” Jan Moorman writes in her article, “Leveraging the Kano Model for Optimal Results.” She continues:
Back in 1984, Noriaki Kano, a Japanese academic and consultant, disagreed with the then accepted theories on retaining customer loyalty: by addressing customer complaints and extending the most popular features. Kano intuited that retaining loyalty was far more complicated [so] he did what all researchers do: defined hypotheses and devised a study to substantiate these theories. [Article]