Project Management Institute (PMI) Professional in Business Analysis Practice Exam

The Kano Model is used primarily to analyze product features based on what perspective?

1. Product reliability

2. Customer expectations and excitement

3. Market competition

4. Cost efficiency

The correct answer is: Customer expectations and excitement

The Kano Model is primarily focused on understanding customer needs and perceptions regarding product features. It categorizes features into different types based on how they influence customer satisfaction and excitement. The model highlights that some features must meet basic expectations (basic needs), while others can significantly enhance satisfaction when they exceed expectations (excitement needs). For example, what might delight customers if included or enhance their overall experience is critical for understanding how to prioritize product features effectively. This approach emphasizes the importance of aligning product development with customer expectations to foster greater satisfaction and loyalty. By analyzing features in this manner, organizations can enhance user experience and target the aspects of their product that truly matter to their customers, which can lead to a competitive advantage. Understanding this perspective is crucial for practitioners in business analysis as they aim to deliver value that resonates with the end users.