Help Manual

Contents






Sigma Magic Help Version 15

Kano Analysis

Overview

Kano Analysis can be used to classify customer needs into different categories. For example, needs can be classified as Basic, Performance, and Excitement. Basic needs are those needs that the customer expects the product/service to have. If these needs are not met, then the customer is not happy. Performance needs are those needs that provide the customer with more satisfaction the higher the fulfillment of the need. Finally, excitement needs are those needs the customer is not expecting, and providing these needs provides a competitive advantage/value to the customer.

This tool can be added to your active workbook by clicking on Project and then selecting Kano Analysis.

Inputs

Click on Analysis Setup to open the menu options for this tool.

Setup

A sample screenshot of the setup menu is shown below.
Input Dialog Box
1
Rating Scale: Choose the rating scale. You can either choose a 3 point scale or a 5 point scale. This rating scale is used to evaluate the customer's response to the presence and absence of features when you perform Kano analysis.
OptionDescription
3-PointUse a 3-point scale to rate the features. For example, the rating scale could be: I don't like, I am neutral, and I like it.
5-PointUse a 5-point scale to rate the features. For example, the rating scale could be: I dislike it, I can tolerate it, I am neutral, I expect it, and I like it.
2
Num Features: Specify the number of features you want to perform Kano analysis on. You can optionally click on the icon next to this textbox to specify more details about the features. Use a brief text to describe each feature.
3
Analysis Graphs: Specify if you want to use Continuous analysis or Discrete analysis for this study.
OptionDescription
ContinuousDetermine an overall overage rating for each feature based on how different people have answered the questions. The overall average score is used to determine what Kano category the feature falls into.
DiscreteFor each user response, determine the Kano category and if there are multiple users, then use the mode (or the most frequently obtained answer) as the overall Kano category.
4
Sort Results: Use this radio button to specify whether you want to sort the results so that related Kano categories are listed together. This will reorder the features that you have specified as inputs. The default is not to sort and the listing of features will be as specified originally by the user.
5
View Example: Click on this button to open the example file. You can view the example to get an idea of how to fill out this tool or you can use the example as a starting point and modify it to meet your project needs.
6
Help Button: Click on this button to open the help file for this topic.
7
Cancel Button: Click on this button to cancel all changes and exit this dialog box.
8
OK Button: Click on this button to save all changes and compute analysis results.

Features

A sample screenshot of the features menu is shown below.
Input Dialog Box 2
1a
Feature 1: Describe the first feature that you are rating using the Kano analysis. For example, the feature might be "Auto rain sensing windshild wipers".
1b
Feature 2: Describe the second feature that you are rating using the Kano analysis.
1c
Feature n: Repeat the above for all the features you have specified in your Analysis Setup.

Rating Scale

A sample screenshot of the rating scale is shown below.
Input Dialog Box 2
1
3-Point Scale: The default 3-point rating scale is shown in the dialog box. Feel free to edit these responses. These responses will appear in the dropdown box on the worksheet.
2
5-Point Scale: The default 5-point rating scale is shown in the dialog box. Feel free to edit these responses. These responses will appear in the dropdown box on the worksheet.

Worksheet

Administer the Kano survey to your target audience and enter their responses on the worksheet. The features listed in the worksheet are the same as the ones defined in your dropdown box. Enter the following information on the worksheet:
  • List all the different features that the particular product or service has. These features/needs can be identified based on customer comments, interviews, focus group sessions, benchmark studies, ideas from stakeholders, etc.
  • For each feature/need, ask the customers two questions. If this need/feature is present, how would they feel? If this need/feature is absent, how would they feel? They can provide answers to these two questions on a 3-point scale or a 5-point scale.
Kano Example

Charts

If you click on the Charts button, you will see the following dialog box. Charts
1
Title: The system will automatically pick a title for your chart. However, if you would like to override that with your own title you can specify a title for your chart here. Note that this input is optional.
2
Sub Title: The system will automatically pick a subtitle for your chart. However, if you would like to override that with your own subtitle you can specify a subtitle for your chart here. Note that this input is optional.
3
X Label: The system will automatically pick a label for the x-axis. However, if you would like to override that with your own label for the x-axis you can specify a different label here. Note that this input is optional.
4
Y Label: The system will automatically pick a label for the y-axis. However, if you would like to override that with your own label for the y-axis you can specify a different label here. Note that this input is optional.
5
X Axis: The system will automatically pick a scale for the x-axis. However, if you would like to override that with your values for the x-axis, you can specify them here. The format for this input is to specify the minimum, increment, and maximum values separated by a semi-colon. For example, if you specify 10;20 then the minimum x-axis scale is set at 10 and the maximum x-axis scale is set at 20. If you specify 10;2;20, then, in addition to minimum and maximum values, the x-axis increment is set at 2. Note that this input is currently disabled and you will not be able to change this setting.
6
Y Axis: The system will automatically pick a scale for the y-axis. However, if you would like to override that with your values for the y-axis, you can specify them here. The format for this input is to specify the minimum, increment, and maximum values separated by a semi-colon. For example, if you specify 10;20 then the minimum y-axis scale is set at 10 and the maximum y-axis scale is set at 20. If you specify 10;2;20, then, in addition to minimum and maximum values, the y-axis increment is set at 2. Note that this input is currently disabled and you will not be able to change this setting.
7
Horizontal Lines: If you want to add a few extra horizontal reference lines on top of your chart you can specify the values here. The format for this input is numeric values separated by semi-colon. For example, if you specify 12;15 then two horizontal lines are plotted at Y = 12 and Y = 15 respectively. Note that this input is currently disabled and you will not be able to change this setting.
8
Vertical Lines: If you want to add a few extra vertical reference lines on top of your chart you can specify the values here. The format for this input is numeric values separated by semi-colon. For example, if you specify 2;5 then two vertical lines are plotted at X = 2 and X = 5 respectively. Note that this input is currently disabled and you will not be able to change this setting.

Verify

If you click on the Verify button, the software will perform some checks on the data you have entered. A sample screenshot of the dialog box is shown in the figure below. Verify The objective of this analysis as well as any checks that are performed is listed in this dialog box. For example, the software may check if you have correctly specified the input options and entered the required data on the worksheet. The results of the analysis checks are listed on the right. If the checks are passed, then they are shown as a green-colored checkmark. If the verification checks fail, then they are shown as a red-colored cross. If the verification checks result in a warning, they are shown in the orange color exclamation mark and finally, any checks that are required to be performed by the user are shown as blue info icons.

Outputs

Click on Compute Outputs to update the output calculations. A sample screenshot of the worksheet is shown below. Kano Example The analysis classifies the needs into Basic, Performance, Excitement, Indifferent, and Reversed need. You can use this analysis to figure out which need you to have to include in your product/service, which need you can avoid, and which need you can optimize (have as much as possible).

Notes

Here are a few pointers regarding this analysis:
  • You can first classify the needs independent of the cost and later decide whether to introduce the features or the degree to which you want to provide the feature based on cost. Cost-benefit analysis for the features is out of the scope of this exercise.
  • If you interview customers, you will only get ideas about performance features. To get basic features, you will need to do a brainstorming exercise within your team, benchmark competitors, and review customer complaint records. To get exciting features, you have to think out of the box!