There?s a little lie within the Kano-model!

Mikael

Quite Involved in Discussions
There’s a little lie within the Kano-model!

Scientist and teachers wherever around the world will properly when introducing the original attractive quality and must-be quality model (Kano et al., 1996) today known as the Kano-model, present the lie within this model. Even though they might be fully aware that it is a lie, it seems to be the easiest and most pedagogic way to explain the Kano-model.

Kano et al. (1996) actually themselves present this little lie by including a figure showing the coordinate system of the relationship between objective (horizontally) and subjective (vertically) quality dimensions, hereby drawing some alike functions to explain how the assumed quality elements can be expected to act within the coordinate system. This picture can easily seduce practitioners to thinking in mathematic functions or scales – if the product improves a little on the objective axis, then the consumers (the subjective axis), will react so and so, and if the company improves the product even further on the scale, this and that will happen and so forth. Nevertheless there have never been any functions in the model and these imaginary scales are not really in the model - only in the questionnaire used to construct the model, scales is an issue. What to understand from the theory is, that it is a particularly formed questionnaire that constructs the quality elements (Kano et al., 1996), and which reveals the practical useful information, without even thinking about continues scales concerning the coordinate system. It seems that the use of scales is for no good and trying do so could be stated as a serious mistake, as a lack of understanding the concept! But could there be any occasions for actually making such a mistake?
 

Stijloor

Leader
Super Moderator
Re: There’s a little lie within the Kano-model!

Scientist and teachers wherever around the world will properly when introducing the original attractive quality and must-be quality model (Kano et al., 1996) today known as the Kano-model, present the lie within this model. Even though they might be fully aware that it is a lie, it seems to be the easiest and most pedagogic way to explain the Kano-model.

Kano et al. (1996) actually themselves present this little lie by including a figure showing the coordinate system of the relationship between objective (horizontally) and subjective (vertically) quality dimensions, hereby drawing some alike functions to explain how the assumed quality elements can be expected to act within the coordinate system. This picture can easily seduce practitioners to thinking in mathematic functions or scales – if the product improves a little on the objective axis, then the consumers (the subjective axis), will react so and so, and if the company improves the product even further on the scale, this and that will happen and so forth. Nevertheless there have never been any functions in the model and these imaginary scales are not really in the model - only in the questionnaire used to construct the model, scales is an issue. What to understand from the theory is, that it is a particularly formed questionnaire that constructs the quality elements (Kano et al., 1996), and which reveals the practical useful information, without even thinking about continues scales concerning the coordinate system. It seems that the use of scales is for no good and trying do so could be stated as a serious mistake, as a lack of understanding the concept! But could there be any occasions for actually making such a mistake?

Any folks with Kano Model experience who care to comment?

Thank you very much!

Stijloor
 

Mikael

Quite Involved in Discussions
Re: There’s a little lie within the Kano-model!

Thanks, it is also a little tricky, even if people disagree, I hope it can be an occasion for considering how to think about the Kano-model... (or perhaps in this forum it is just old news?)
 

Kevin Mader

One of THE Original Covers!
Leader
Admin
Re: There’s a little lie within the Kano-model!

Mikael,

It’s peculiar how folks attempt to apply numbers to things. They do so to give meaning of course, but in the end, they often times only add a level of confusion. Further, these propensities to put numbers to things give others the illusion that there is something scientific to them. Watching the news or reviewing advertisements should provide ample numbers of examples. The audience is often lead to believe this or that is more effective than it might really be (or conversely true).

In speaking with a friend of mine who shared many meals with Dr. Kano over the years, he suggests that the emphasis is on the direction of the model and not quantitative. Of course, there are those out there that will apply it as an exact mathematical model, but in the end, they may be deluding themselves if they lose sight that the model is meant to set direction and not quantify attributes. If thought of in the sense of setting direction with less emphasis on the math, one uses the model as it was intended.

Regards,

Kevin
 

Mikael

Quite Involved in Discussions
Re: There’s a little lie within the Kano-model!

"direction of the model", interesting, please specific :)

Indeed using maths is no guaranty for a more true result, but still it does not mean that maths is always terrible... - is there any occasion and arguments for converting the model into a mathematically one?
(Actually there has been academic attempts to do so!)
 

Kevin Mader

One of THE Original Covers!
Leader
Admin
Re: There’s a little lie within the Kano-model!

Mikael,

In speaking with my friend, he has many clients that attempt to do the math. Varied results as you might imagine. The thing of it is that to some degree, you need to understand the correlation between variables: significance might be what determines an investment into action. The preciseness of the math maybe academic: a roughly right value might be all that is needed to take/not take action.

Math by no means is a terrible thing. I think most would agree that it is incredibly important. The thing is that analytical and enumerative studies, without the guidance of appropriate theory and understanding, can be misleading and/or detrimental. Improper sampling leads to wrong conclusions, but to the nonstatistician, which most of us are, faith in numbers where the context is not understood may have unintended consequences (or intended from an converse perspective).

Nonetheless, your making folks aware of the 'flaw' in the Kano model raises a good discussion point. Folks should place things into a proper context before making decisions especially where the degree of concern or investment is high.

Regards,

Kevin
 

Mikael

Quite Involved in Discussions
Re: There’s a little lie within the Kano-model!

Thanks...

BTW: I cannot change the headline, but perhaps "white lie" would be more appropiate!
 

Kevin Mader

One of THE Original Covers!
Leader
Admin
Re: There’s a little lie within the Kano-model!

hahahahaha!!!!!:lol:

On the contrary: its fine as it is in that it gets folks attention. Enjoy the Cove!

Kevin
 
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