collaborat

Conduct Kano Survey for Consumer Product to Identify Customer Prioritizes

Background

A consumer goods company wanted to understand customers’ priority over their customer requirements to develop a product that is well positioned to meet articulated needs, unarticulated needs and differentiated from competition

Solution
  • Gather customer requirements from preliminary market survey
  • Design a customer survey based on ‘Kano survey’ for identifying customer prioritizes
  • Administer the survey and analyze the results that groups customer requirements into 3 main buckets – Must-be, Delighter, One-dimensional
Results

The product manager reprioritized some of the features & functionality to improve the product’s positioning.