Kano analysis is a new product feature/function evaluation tool that gives visualization to feature/function relative merit over time as trends change. The usual presentation is a four-sector grid with trend lines that connect the sectors.
The grids are defined by the horizontal and vertical scales that are easily set up on a white boad in the war room (don't take the word 'scale' too seriously; for the most part this is uncalibrated opinion):
- Vertical: customer attitude
- Horizontal: some quality (or metric) of the feature/function that's important to the customer.
And, we take the trouble to do this because:
- There's only so much investment; it needs to be applied to the best value of the project. Presumably that's the "ah-hah!" feature, but the "more is better" keeps up with competition; and, some stuff just has to be there because it's expected
- Trends may influence sequencing of iterations and deliveries. Too late, and decay has set in and the market's been missed.
- The horizontal axis may be transparent to the customer/user, but may not be transparent to regulators, support systems, and others concerned with the "ilities". Thus, don't forget about it!
How far ahead of the trend can you be and not be too far ahead? Just a rhetorical question to close this out.