New Kano Model

The New Kano Model is a striking evolution of the original model by Dr. N. Kano, et. al. which presented the study on "attractive quality vs. expected quality."

The New Kano Model explains why removing defects does not equal customer satisfaction, how to discover latent customer needs and identify true excitement elements, and how to actually build them into new product development.

The original researchers had made a mistake of drawing curved lines in the relationship diagram even though they had taken only two data points. The developers of the New Kano including Harold Ross, retired director of the QFD Institute, have pointed out this error and succeeded in advancing the concept into more powerful approach for segmentation, strategy and advertising that is helpful in product line planning and brand distinction.

The New Kano Model and QFD

The original Kano model was introduced to the West in the mid-1980s by Dr. Yoji Akao during his teaching of Quality Function Deployment (QFD) in America. The US QFD practitioners intuitively liked how this model explained the power of latent requirements (despite the problematic curved lines). While almost every QFD presenter talks about the Kano model, few have succeeded in using it or actually integrating it into QFD.

These challenges offer new opportunities for generating greater sales and market share if you can successfully harness the insights of latent needs and exciting quality that the New Kano Model can help identify.

New Kano Model Workshop

This workshop provides an explicit framework for effectively learning how to apply the model and merging this powerful method for exciting quality into QFD and your product development process. This Workshop will:

Who should attend?


Good News: The New Kano Model is now covered in the QFD Black Belt® Certificate Course.

A special tutorial on New Kano Model may be offered at the QFD Institute symposium.

It may be also scheduled at your business location as an in-house training. Please contact us to inquire.


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