Brands need to understand the role each feature plays in driving purchase decisions and product success. But feature prioritization often fails to fully address the real-world trade-offs consumers make.
Typical Kano put features into buckets of ‘performance,’ ‘delighters,’ ‘tablestakes,’ and ‘unimportant.’ But it uses a rating scale that can be confusing and awkward for respondents. We’ve taken the foundation of a Kano approach, and flipped it to use choices, not scales (i.e. Would you prefer a product with X, Y and not Z features or a product with X and not Y or Z features?), generating better, more accurate results.
