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From Voices to Results - Voice of Customer Questions, Tools and Analysis by Robert Coppenhaver

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Kano model

The preceding example illustrates a common survey instrument, which is used to ascertain the relative importance of one requirement versus another using a scale of five to nine points from the lowest degree to the highest. This tool is also often used in conjunction with a rank order scale, which asks customers to rank each requirement from 1-N so the company can identify the highest-ranking requirements.

The problem with this methodology is two fold. In many circumstances, the customers will say virtually every requirement is important or very important to them. There is no downside to ranking virtually everything as important or very important.

The other problem with this tool is there is no way to know which and how many requirements ...

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