I was introduced to the Kano model theory and found it to be fascinating so I thought I would share a quick overview on the theory.
As Wikpedia states:
The Kano model is a theory of product development and customer satisfaction developed in the 80’s by Professor Noriaki Kano which classifies customer preferences into five categories:
* Attractive
* One-Dimensional
* Must-Be
* Indifferent
* Reverse
Visualized here very well:
So what does this mean in short, it sums up innovation, product development and all of the above. I heard Paul Annett speak on the topic a couple of weeks ago and he used these two examples:
1.) Your at a hotel and you go to the bathroom and there is no toilet paper, that’s going to upset you but if you go to the bathroom and it’s there, it would not satisfy you since it’s a basic need that was fulfilled.
2.) Let’s take for instance, the camera phone, when it first came out, it was cool and hip, now it’s considered a normal thing to have with a phone. The level of excitement has gone away because time has taken over and camera phones are no longer exciting.
So in short what does this mean, new innovation becomes a basic need with time. What’s cool and hip today, will become a norm tomorrow. So keep innovating or hire an agency like us to do it for you.
