Challenges in Testing the Kano Model’s Validity through Computer-Assisted Human Behaviour Analysis

Widely used for the analysis of customer satisfaction, the Kano model offers an overview of what features delight, want, need, or are indifferent to customers. The Kano methodology tries to understand the emotional impact of different functionalities on customers based on a special questionnaire and a Kano evaluation table. Each feature or functionality receives a specific category which helps decision-makers to prioritize improvements or new designs. Although this approach has been applied in many domains like computer science, medicine, services, government sphere or education and scholars have written intensively about it in the last decades, the Kano model is qualitative and subjective in nature. Thus, it must be adequately tested to validate its results. Refinements of the methodology focused on improving the evaluation table or linking the Kano model with other quality-related tools, but there is a literature gap regarding the link between the Kano model and neuromarketing. Due to the fact that customers often are not aware of what they really want, the present paper aims to design methodological steps to assess their real feelings by employing computer-assisted human behaviour tools for a supplementary check of consumer perceptions besides the Kano questionnaire. But what human behaviour devices are needed to advance the theory of attractive quality? With the help of professionals in neuromarketing, the most relevant instruments are outlined and their choice is thoroughly argued. In the end, a new methodology is proposed and managerial implications are discussed.