Week 7 · learning day 4
Kano research and scoring
Understanding Consumer Preferences · 45–60 minutes
Today’s outcomes
- Explain kano research and scoring in the context of understanding consumer preferences.
- Design a product decision using the source outcome rather than intuition alone.
- Produce a reusable section of a kano priority table.
Source trace
W07-O02Determine the prioritising features for product design to satisfy the customer needs by using the Kano Model.
Core lesson
Make the choice inspectable
Kano research and scoring matters when it changes a real allocation of attention, money, time, or delivery capacity. Translate preference evidence into an explicit feature trade-off.
Start by naming the decision and the uncertainty around it. Separate evidence from assumptions, compare at least one alternative, and state what would make you revise the choice.
The source outcome for today is: Determine the prioritising features for product design to satisfy the customer needs by using the Kano Model.
What decision will kano research and scoring improve, what evidence is sufficient for that decision, and what is the cost of being wrong?
Worked example
Kano research and scoring in practice
For a weekday meal plan for office commuters, the product manager must design a choice about kano research and scoring. The team records the target user and outcome, the evidence currently available, the strongest alternative, and the next reversible test. The recommendation is written as a choice with a reason—not as a list of features.
Do the work · 20 minutes
Turn the idea into a decision
- Choose a product you know and write the specific decision that kano research and scoring should support.
- List two pieces of evidence, two assumptions, and one credible alternative.
- Make a recommendation in three sentences and add one condition that would change it.
Save to your portfolio
A Kano priority table — section: Kano research and scoring
Knowledge check
Answer before opening
What is the decision at the centre of kano research and scoring?
A good answer names an accountable choice, not merely an activity or output.
How should evidence and assumptions be separated?
Label observed facts, interpretations, and untested beliefs explicitly so the next learning step is visible.
What makes the recommendation revisable?
It includes a trigger, threshold, or new evidence that would justify changing course.
What should the portfolio artefact communicate?
The context, considered alternatives, chosen direction, rationale, evidence, and remaining risk.
Spaced review
Reconnect the learning
Reflection