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Performing Kano Analysis (Understanding the Concepts)
8 Lessons
Kano Analysis Expert
Mastering Kano Analysis
Understand What Customers Actually Want
A practical, accredited course on the Kano Model — design professional surveys, classify features into the five quality categories, and automate the full analysis in Microsoft Excel.
2.0 PMI PDUs · ATP #6034 CPD Accredited (UK) · #1016434 Excel Template Included Based on Kano’s Original Framework
Enroll Now — Instant Access Mastering Kano Analysis — 2.0 PMI PDUs
$10$50
Full course · Certificate + 2.0 PDUs included
80% off with coupon
QG80
Applied at
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- 3 sections + final exam · Excel template included
- 2.0 PMI PDUs · 2.0 SHRM PDCs on completion
- CPD Accredited (UK) · Accreditation #1016434
PMI ATP #6034
2.0 Professional Development Units
CPD Accredited (UK)
2.0 CPD Hours · Accreditation #1016434
365 Days Access
All future updates included
350,000+ Learners
Across all Quality Gurus courses
5
Kano Categories
2
Survey Questions Per Feature
3
Course Sections
★ 4.6
Average Rating
The Problem
What Goes Wrong Without a Structured Approach
Feature decisions made on gut feel or anecdote lead to products that miss what matters most.
01
You Don't Know Which Features Actually Matter
Every stakeholder has a favourite feature. Without a measurement framework, there is no objective way to separate must-haves from nice-to-haves from features nobody cares about.
02
Customer Surveys Produce Conflicting Signals
Traditional satisfaction surveys treat all features the same. The Kano approach separates basic expectations from performance drivers from genuine delighters — three entirely different problems requiring different responses.
03
Product Priorities Keep Changing
Without data to anchor decisions, every sprint planning session restarts the debate. Better/Worst coefficients give teams a shared, quantified basis for prioritization that holds up under pressure.
04
Analysis Takes Too Long to Be Useful
Manual classification of survey responses is too slow for real product cycles. The Excel automation in this course reduces the classification and summary work from days to under an hour.
What You Will Learn
10 Skills You Will Have After This Course
Classify product features into the five Kano quality categories
Design professional functional and dysfunctional survey questions
Apply the standard five-response evaluation matrix correctly
Calculate Better and Worst coefficients from raw survey data
Build a Better/Worst scatter chart in Microsoft Excel
Use INDEX, XMATCH, and COUNTIF to automate classification
Interpret scatter chart quadrant positions to guide feature decisions
Segment survey results by demographic group for targeted insights
Prioritize features based on satisfaction and dissatisfaction impact
Apply Kano Analysis to real product development decisions
Course Content
Three Sections That Build the Complete Skill
Each section adds a distinct capability, and the sections are designed to be taken in order.
A
Kano Model Fundamentals
Section A
Origin of the Kano Model and Professor Kano’s research
All five quality categories with precise definitions
Must-be vs. One-dimensional vs. Attractive compared
Indifferent and Reverse quality explained with examples
How features migrate from Attractive to Must-be over time
Strategic use of Kano categories in product positioning
B
Kano Analysis Concepts
Section B
Designing functional and dysfunctional survey questions
The five standard response options and how to use them
Reading the Kano evaluation matrix for each response pair
Better and Worst coefficient formulas and interpretation
Survey scale: recommended max 20 features per questionnaire
Demographic segmentation to handle conflicting results
C
Excel Implementation
Section C
Designing surveys in Google Forms and exporting to CSV
Importing and structuring response data in Excel
INDEX + XMATCH formula for automated category lookup
COUNTIF to summarize category totals per feature
Calculating Better/Worst coefficients in Excel
Building and interpreting the Better/Worst scatter chart
In Practice
How Kano Analysis Gets Applied
Product Development
Prioritizing a Smartphone Feature Roadmap
A product team surveys 150 users about 12 proposed features. Battery life extension is Must-be (high Worst coefficient), a new camera AI mode is Attractive (high Better, low Worst), and a home-screen widget lands as Indifferent. The Better/Worst chart makes the development priority obvious: fix the battery baseline, invest in the camera delight feature, and drop the widget entirely.
Tools Applied
Google Forms SurveyINDEX/XMATCHBetter/Worst ChartDemographic Segmentation
Service Quality
Improving Hotel Guest Experience
A hotel group surveys guests about 10 service touchpoints. Fast check-in is One-dimensional (satisfaction scales with speed), complimentary local recommendations are Attractive (delight when offered, no dissatisfaction when absent), and room service menu size is Indifferent. The analysis redirects investment from menu variety — which guests barely notice — toward check-in speed and experience extras that create genuine advocacy.
Tools Applied
Kano Survey DesignEvaluation MatrixCOUNTIF SummaryBetter/Worst Coefficients
What's Included
Everything You Need to Learn and Apply Kano Analysis
3 Video Sections + Final Exam
Structured video lessons covering the complete Kano Model, survey methodology, and Excel implementation, plus a 20-question final exam to verify your learning.
Downloadable Excel Template
A ready-to-use Excel workbook with INDEX/XMATCH classification logic, COUNTIF summaries, and a pre-built Better/Worst scatter chart. Bring your own CSV and the analysis runs automatically.
Survey Design Reference
Guidance on crafting effective functional and dysfunctional questions, structuring the five-response scale, and limiting surveys to the recommended maximum of 20 features.
Section Quizzes
Practice questions at the end of each section to test your understanding of the Kano categories, evaluation matrix, and coefficient calculations before moving on.
Certificate + Digital Badge
A Quality Gurus Inc. certificate of completion and a digital badge you can share on LinkedIn, carrying 2.0 PMI PDUs and 2.0 CPD hours toward your professional development requirements.
2.0 PMI PDUs
This course is approved by PMI through Quality Gurus Inc. (ATP #6034) and carries 2.0 Professional Development Units, applicable toward PMP, CAPM, and all other PMI credential renewals.
Who This Is For
The Right Course If You Do Any of These
Product Managers and UX Designers
You decide which features make the roadmap. Kano Analysis gives you a structured, data-driven method to justify those decisions to stakeholders.
Quality Professionals (CQE, CMQ/OE)
The Kano Model appears in the ASQ Body of Knowledge under Voice of the Customer and QFD. This course deepens your applied knowledge and earns 2.0 PDUs.
Six Sigma and Lean Practitioners
The Define phase of DMAIC requires you to translate the Voice of the Customer into measurable requirements. Kano Analysis is the tool that structures that translation.
Business Analysts
You gather and prioritize requirements for projects and systems. Kano Analysis adds a rigorous quantitative layer to requirements prioritization that goes beyond stakeholder interviews alone.
Marketing and Customer Insight Researchers
You run surveys to understand what customers want. This course gives you a structured survey framework that produces actionable feature priorities, not just satisfaction scores.
Anyone Making Feature or Service Decisions
If your role involves deciding what to build, improve, or invest in, Kano Analysis gives you a practical, accredited methodology to make those decisions on evidence.
Your Instructor
Sandeep Kumar
Founder, Quality Gurus Inc. · ASQ Certified Quality Professional
Sandeep is one of the most recognized quality management instructors online, with over 350,000 students and a consistent ★ 4.6 average rating across all courses. He holds multiple ASQ certifications and brings 40+ years of industry experience to every lesson.
His teaching philosophy is practical application first — every concept in this course is grounded in real-world product and service analysis, not textbook theory alone.
ASQ Certified — CSSBB, CSSGB, CQE, CQA & more
40+ years of industry experience
350,000+ students across all courses
Top-rated quality instructor
350K+
Total Students
★ 4.6
Avg Rating
40+
Years Experience
Student Reviews
What Learners Are Saying
★★★★★
“I've used satisfaction surveys for years but never had a structured way to turn them into priorities. The Better/Worst chart finally gave me that. The Excel template alone was worth the course.”
R
Ravi S.
Product Manager, Software Industry
★★★★★
“Clear, practical, and well-structured. The section on functional vs. dysfunctional questions changed how I approach customer research. Sandeep explains the evaluation matrix in a way that finally makes sense.”
M
Maria L.
Quality Engineer, Manufacturing
★★★★★
“I was studying for my CQE and needed to understand the Kano Model properly. This course covers it far more deeply than any textbook I found. The PDUs were a bonus.”
D
Daniel K.
ASQ CQE Candidate
Enroll Today
Simple, One-Time Pricing
Limited Time — 80% Off
$10$50
One-time payment · 365 days access · All updates included
- Complete Kano Analysis course — 3 sections + final exam
- Downloadable Excel template with full automation
- Section quizzes and 20-question final exam
- Certificate of completion + digital badge
- 2.0 PMI PDUs (Quality Gurus Inc., ATP #6034)
- 2.0 SHRM PDCs
- CPD Accredited (UK) · Accreditation #1016434
- 365 days access with all future course updates
- Backed by 350,000+ learners · ★ 4.6 average rating
30-day satisfaction guarantee · Cancel within 30 days for a full refund
FAQ
Common Questions
Do I need prior experience with the Kano Model?
No. The course starts from the foundations — Professor Kano’s original research, the five quality categories, and how the model works conceptually — before moving to survey design and Excel implementation. No prior knowledge of Kano Analysis is assumed.
What software do I need for this course?
Microsoft Excel (any version from 2019 onward that includes XMATCH). For survey collection, the course demonstrates Google Forms, which is free. No other software is required.
How many PDUs does this course carry?
The course carries 2.0 PMI PDUs under Quality Gurus Inc. (PMI ATP #6034), 2.0 SHRM PDCs, and 2.0 CPD hours accredited by the CPD Group (UK), Accreditation #1016434. PDUs are applicable toward PMP, CAPM, PMI-ACP, and all other PMI credentials.
Is this relevant for ASQ CQE or CMQ/OE preparation?
Yes. The Kano Model and its application in Voice of the Customer analysis appears in the ASQ Body of Knowledge for the CQE, CMQ/OE, and CSSBB. This course covers the model at a depth appropriate for exam preparation and also earns PDUs toward certification renewal.
How long do I have access to the course?
You have 365 days of full access from the date of enrollment. All future updates to the course are included at no additional charge.
What is the Better/Worst coefficient and why does it matter?
The Better coefficient measures how much a feature increases satisfaction when present (expressed as a fraction from 0 to 1). The Worst coefficient measures how much satisfaction drops when a feature is absent or removed (expressed as a fraction from −1 to 0). Together they let you plot features on a scatter chart and immediately see which are strategic priorities and which can be safely deprioritized.
Can I use this course to conduct a real Kano Analysis for my organization?
Yes. The downloadable Excel template and the survey design guidance are built for practical use. Many students have used the course materials directly in their own product or service improvement projects.
What certificate do I receive?
Upon completing all lessons you receive a Quality Gurus Inc. certificate of completion and a digital badge. The certificate includes the CPD accreditation number and PDU details, making it suitable for submission to PMI, SHRM, and CPD Group (UK) for professional development credit.
Start Today
Turn Customer Feedback into Confident Decisions
The Kano Model, the evaluation matrix, the Better/Worst coefficients, and the Excel automation — all in one accredited course.
Only $10 (reg. $50) · Excel template included · 2.0 PMI PDUs
One-time payment · 365 days access · 30-day satisfaction guarantee
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Course Curriculum
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Everything you just saw — yours today.
The Kano Model, professional survey design, Better/Worst coefficients, and the complete Excel workflow — all in one accredited course with a ready-to-use template.
2.0 PMI PDUs — PMI ATP #6034 CPD Accredited (UK) · 2.0 CPD hours ★★★★★4.6 · 350,000+ learners
Only $10 (reg. $50) · One-time payment · 365 days access · All future updates included
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