This is an example analysis, based on the answers to this survey.

Features of our new electric car model

Prioritization and analysis

😎 Well done! Your survey has received enough answers to have a high enough degree of certainty.

Must-haves

You must do all of the following, first thing. If any of these are absent, customers will walk away.

Priority Feature
1
Driving range is 500 miles

A chance to delight

Customers will be delighted if you do any of the following. They won't be unhappy if you don't though.

Priority Feature
2
Dash-cam integrated in rear-view mirror

3
Breathe in breathalyzer to start the car

Customer attitudes towards this feature are very conflicted. (Attract: 71%•Reverse: 29%). Look for segments.

Meh.

Your customers don't care about any of the following. Don't spend effort on any of them.

Priority Feature
4
Get the car painted in beige

Don't do this!

Your customers strongly dislike all of the following

Priority Feature
0
The car horn plays La Cucaracha

Based on 7 answers.

Segmentation

Find clusters of people who feel the same about these divisive features.

Divisiveness Feature
5.7135 Breathe in breathalyzer to start the car

Answer categories: Attract: 71.43% • Reverse: 28.57%

Look for clusters
Or segment your audience based on their overall attitudes towards your features. (This takes a few seconds because it involves number-crunching robots).

Satisfiers and dissatisfiers

Not all features are required, but make sure you include the ones with the biggest impact.

You don't have to implement all of your features to make your customers happy (except for the must-be's of course). If you're wondering whether to include a certain feature, looking at how much its presence will satisfy your customers and how much its absence will annoy them, will help.

Dissatisfaction if not included
Idea
Satisfaction if included
3.14

Driving range is 500 miles

1.71
1.71

Dash-cam integrated in rear-view mirror

3.43
0.86

Breathe in breathalyzer to start the car

2.29
0.57

Get the car painted in beige

1.14
-1.43

The car horn plays La Cucaracha

-1.57
Feature Dissatisfaction if not included Satisfaction if included
Driving range is 500 miles 3.14 1.71
Dash-cam integrated in rear-view mirror 1.71 3.43
Breathe in breathalyzer to start the car 0.86 2.29
Get the car painted in beige 0.57 1.14
The car horn plays La Cucaracha -1.43 -1.57

Kano analysis and graph

The analysis that informs your prioritization.

# 1. Driving range is 500 miles

Category: Must-be • Importance: 8.0 • Avg worse: 3.14 • Avg better: 1.71

# 2. Dash-cam integrated in rear-view mirror

Category: Attract • Importance: 6.57 • Avg worse: 1.71 • Avg better: 3.43

# 3. Breathe in breathalyzer to start the car

Category: Attract • Importance: 3.0 • Avg worse: 0.86 • Avg better: 2.29

# 4. Get the car painted in beige

Category: Indifferent • Importance: 3.57 • Avg worse: 0.57 • Avg better: 1.14

# 0. The car horn plays La Cucaracha

Category: Reverse • Importance: 2.71 • Avg worse: -1.43 • Avg better: -1.57

Bubble size: average importance

Candlesticks: standard deviation.
If deviation is strong or important category boundaries are crossed,
the answer is considered divisive.

Reverse and Questionable features are not on the graph.


Kano analysis done with DuMouchel method.

Answer data

7 answers received

Name Survey completed on
anonymous n/a

or create unique links to share with your customers

Questions, suggestions or remarks?

Drop us a line at hello@kanochart.com or @kanochart.