Kano Analysis Expert Basics to Advanced 2022

Understand Kano Model to prioritize customer needs. Get the tools and templates required to do a detailed analysis.
Kano Analysis Expert Basics to Advanced 2022
File Size :
926.75 MB
Total length :
1h 48m



Sandeep Kumar, ­ Quality Gurus Inc.


Last update




Kano Analysis Expert Basics to Advanced 2022

What you’ll learn

Using Kano Model, you will be able to understand the customer needs and expectations
You will be able to prioritize customer needs that will lead to higher customer satisfaction or lower dissatisfaction
This course goes beyond basic theory and provides you with the tools (Microsoft Excel template provided) to conduct Kano Analysis at a bigger scale.

Kano Analysis Expert Basics to Advanced 2022


There is no prerequisite to take this course.


Note: Students who complete this course have an option to apply for the certification exam by Quality Gurus Inc. and can achieve the Verified Certification from Quality Gurus Inc. It is optional and there is no separate fee for that.This course is NOT just a basic introduction to Kano Model. This course explains the basic concepts and provides tools to perform a detailed analysis of customer needs and expectations. 1. Microsoft Excel and Google Forms are used to collect customer feedback on various product features.2. Microsoft Excel is used to analyze customer responses.The survey questionnaire consists of the functional and dysfunctional questions for each feature. Based on the response to these questions, a feature could be classified as:1. Must-be Quality 2. One-dimensional Quality 3. Attractive Quality 4. Indifferent Quality5. Reverse QualityA summary table is created for each feature based on multiple customer responses. This helps in understanding which category a feature belongs to. To prioritize features and to present the summary in graphical form, a Better/Worst Plot is created.Performing all these steps using a pen/paper format of the form and manually classifying the features is a time-consuming and boring process. If the survey is conducted on a bigger scale the manual calculations are impossible and impractical to perform. For this, we will be using Microsoft Excel and use some advanced features (INDEX, XMATCH and COUNTIF functions) to perform the analysis.This tool is widely used by product development professionals to decide what features should be implemented in the new product or in the upgraded version of the product.Six Sigma and improvement professionals also use this tool to decide what improvement initiatives should be prioritized.


Section 1: Introduction

Lecture 1 0 Welcome

Lecture 2 1 Introduction to Kano Model

Lecture 3 2 Five Categories of Product Features

Section 2: Performing Kano Analysis (Understanding the Concepts)

Lecture 4 3 Identify Customer Needs

Lecture 5 4 Design the Survey Form

Lecture 6 5 Interpretation of Survey Results

Lecture 7 6 Evaluation Matrix

Lecture 8 7 Summarizing Survey Responses

Lecture 9 8 Better Worst Coefficients

Lecture 10 9 Understanding Better/Worst Plot

Section 3: Performing Kano Analysis (Implemementation using Microsoft Excel)

Lecture 11 10 Using Forms to Collect Data

Lecture 12 11 Feature Category Using Microsoft Excel

Lecture 13 12 Summarizing Customer Responses

Lecture 14 13 Create Better Worst Chart Using MS Excel + Course Conclusion

Lecture 15 Download Excel Template and Slides

Section 4: Bonus Section


People involved in product development or product improvement,Six Sigma and Lean professionals/experts,Improvement professionals and consultants,Quality Engineers, Quality Managers and Quality Directors,Product or Project Managers

Course Information:

Udemy | English | 1h 48m | 926.75 MB
Created by: Sandeep Kumar, ­ Quality Gurus Inc.

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