Quality and Attractive Quality Creation Learning from the Kano Model
summary
Defines five feature classes (Must‑be, One‑dimensional, Attractive, Indifferent, Reverse) and shows how a Kano questionnaire plus lifecycle mapping and on‑site observation find which class a feature falls into. Cites a 17,000‑person online session and a survey where only 5 users bought early smartphones (2007–2010) vs. 43 later adopters (2011–2015). Uses Konica lab photo analysis to identify fixes, then ships built-in flash and autofocus — sales jump ~50%, proving observation→design→market works.
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chapters (10)
- 0:00Introduction and welcome
- 4:03Kano model overview
- 16:36Quality evolution and customer satisfaction
- 26:49Personal journey into quality
- 37:58Aristotelian quality theory
- 51:52Quality lifecycle and product changes
- 1:09:30Q&A session begins
- 1:10:12Attractive quality in product planning
- 1:26:07Brand and attractive quality
- 1:34:28Closing remarks and summary
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