On the Kano diagram, product features are measured on the X-axis from fully integrated to absent. This means that if a product feature is fully integrated, it is present and functioning as part of the product. On the other hand, if a feature is absent, it means that the product does not have that particular feature. The diagram is used to visualize customer satisfaction, with the Y-axis representing the level of enthusiasm or delight that customers feel. The diagram can also be used to measure features from basic to advanced. A basic product doesn't have many features but is somewhat satisfying to customers. An adequate product pleases consumers and may be considered a value buy. A performance product has high satisfaction and some special features. A premium product has very advanced and comprehensive features that are considered delightful by most customers.
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How do you stay innovative and provide the right values for customers? Effective product development allows companies to sustain, grow, and thrive in...
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In a customer-centric product development approach, customer satisfaction can be visualized with the Kano diagram. The Y-axis on this graph is the level of enthusiasm (or delight) that customers feel, while the X-axis measures product features from fully integrated to absent. It can also be used to measure features from basic to advanced. If a product doesn't have a ton of features and is somewhat satisfying to customers, it is considered basic. If it's adequate and pleases consumers, it could be considered a value buy. If it has high satisfaction and some special features, it could be a performance product. While a product with very advanced and comprehensive features that are considered delightful by most customers then it's likely a premium product with a cult following. (Slide 24)
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