Question

Topic: Research/Metrics

Kano Method Q're Wording

Posted by Anonymous on 8/13/2012 at 4:18 PM ET 100 Points
I am looking to use the Kano method for an apparel survey. I am using this to understand what consumer's preferences are of a variety of features included in a specific category. However, after a lot of online research the scales and the way the questions are worded vary greatly. I am hoping someone can help me with both.

Here is an example question and scale.

How would you feel if your hat was waterproof?
I like it that way
I expect it that way
Neutral
I can live with it that way
I dislike it that way.

Any comments and suggestions would be appreciated.
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RESPONSES

  • Posted by Gary Bloomer on 8/13/2012 at 5:53 PM Accepted
    Why do you need to use this style of questioning? Once you've asked your questions, how will the answers you've compiled impact future selling cycles and seasons?

    Does the customer NEED their hat to be waterproof? Is the reason for the purchase of the hat driven by a need for the function of the hat (its waterproof nature)? Or is the purchase driven by fashion? By look? By style?

    Might you discover more useful information by asking people: "When you buy a hat, is your purchase driven by style, function, price, season ..." etc.,? Then go into more detail about hats (or whatever niche)?

    Does knowing if the customer can "live with" something that way REALLY help your brand and give direction to your wholesale buying? When someone says they can live with something, what they're often saying is that they're satisfied but that they're not delighted.

    Do you want to satisfy your customers? Or do you want to delight them? Pick only one ... and choose wisely.

    The point here is this: the more effort you put into asking questions that are VALUABLE, the more value you'll get out of them and the more insight you'll develop into just how your customers think before, during, and after their shopping experience.
  • Posted on 8/14/2012 at 9:29 AM Author
    What I am looking to do here is understand what features are important to the consumer out of a list.

    The Kano analysis asks consumers how they feel if they had a feature with the scale above and then ask them how they feel if the product did;t contain feature x.

    So the analysis goes much father than just one question. It is supposed to be much more accurate than asking stated importance, without the cost of conjoint.

    However, I do think you bring a good point into what is driving the purchase in the first place.
  • Posted by Gary Bloomer on 8/14/2012 at 9:43 AM Member
    Although people might find features important, of far greater—and therefore longer term importance—are the product's benefits.
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