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Kano Innovation Collaborative

FindingTrue Differentiators -- Making More Profitable Products

Date: June 10, 2015

Location: Online/Your Office

Attend the Introductory Webinar for FREE on June 10!  Reserve your place today.

Session Starts at: 12:00pm EDT

Many companies believe they use the Kano Innovation Model as part of their product development efforts, but relatively few apply it correctly. The Kano Innovation Collaborative will not only provide an introduction to the methodology, but will also give you the opportunity to try it out with the help of the other members of the collaborative.

By participating you will learn:

  • How to tap into unspoken customer needs and priorities
  • How to identify the customer exciters that will command a premium price — at the earliest stage of product definition
  • When and how to use Kano for product and service differentiation — how it compares with traditional approaches such as QFD, Conjoint, Brainstorming, etc.
  • How to tie the Kano Model to product planning and long-range strategy
  • How to use Kano Model as a strategic weapon against disruptive technologies and global competition

Why Kano is Important to Effective Innovation

As product proliferation and commoditization continue unabated, the need for innovation and differentiation has never been greater. While businesses around the world strive to understand customer needs and uncover the ‘next big thing,’ the results are often disappointing.

Why is this so? Customers are unpredictable and fickle; their expectations are constantly shaped and reshaped by competitors, new technologies, and emerging social and cultural trends. To further complicate matters, many critical customer requirements often remain unspoken. Even if we somehow obtain the customer requirements, another thorny problem remains — how to understand the importance or priority customers place on these requirements.

The Kano Model addresses this dilemma. The fundamental underpinning of the model, based on the seminal work of Dr. Noriaki Kano, classifies customer requirements into the following five major groupings, each with its own characteristics:

  1. Demanded (expected, must-have)
  2. Desired
  3. Attractive (exciters, delighters)
  4. Indifferent
  5. Reverse

Finding the True Differentiators

The Kano Model is complemented by techniques for creating attractive features. By applying this approach, the must-haves, exciters, and true differentiators become readily apparent and product development efforts can then focus on the attributes that customers will not only be attracted to, but will pay a premium for. Further, time and resources will not be expended on features that may not only be unimportant to customers, but could turn them away.

The Kano Innovation Collaborative is masterfully facilitated by Wayne Mackey, Principal with Product Development Consulting. Wayne has led numerous workshops on the Kano methodology and the Kano exercises are always an audience favorite.

Attend the FREE Introductory Webinar

The introductory session of the Kano Innovation Collaborative will be held on June 10 at 12:00pm and will provide an overview of the methodology as well as details on how the Kano Innovation Collaborative works . There is no charge for this session. 

Participants in this session will have the option of joining the landmark benchmarking study on cross industry product development practices.

Reserve your place at the free webinar today!

Wayne Mackey
Principal
Product Development Consulting, Inc.

Mr. Mackey has been a Principal with Product Development Consulting, Inc. since 1997. Prior to joining PDC, he worked in industry for 20 years in high tech, aerospace and automotive fields. He is a natural change agent and leader, having counseled Fortune 500 companies, major universities (Stanford, MIT, Carnegie-Mellon) and government agencies in product development, supply chain management, and rapidly implementing enterprise-wide change. Mr. Mackey also has worked as a senior scientist, program manager, engineering manager and systems engineering manager.

Wayne Mackey's expertise is grounded in over twenty years of hands-on leadership of large engineering, manufacturing, and procurement organizations. His management consulting is focused on product / service development, and he is especially effective in collaborative design, metrics, portfolio management and business strategy implementation. He is co-author of the best selling book Value Innovation Portfolio Management: Achieving Double-Digit Growth Through Customer Value, and co-author of the PDMA Toolbook for Product Development III.

Mr. Mackey is an internationally acknowledged expert in metrics and has been a keynote speaker on achieving rapid organizational change, partnering and applying the voice of the customer to product development. He earned a Bachelor of Science in electrical engineering and economics from Carnegie-Mellon University in Pittsburgh, Pennsylvania and a Master of Science in engineering, from Loyola Marymount University in Los Angeles, California

What You Will Learn:

  • How to tap into unspoken customer needs and priorities
  • How to identify the customer exciters that will command a premium price — at the earliest stage of product definition
  • When and how to use Kano for product and service differentiation — how it compares with traditional approaches such as QFD, Conjoint, Brainstorming, etc.
  • How to tie the Kano Model to product planning and long-range strategy
  • How to use Kano Model as a strategic weapon against disruptive technologies and global competition

Registration Information

The initial webinar on the Kano Method will be held on June 10, 2015 at 12:00pm EDT. This webinar provides all the background on the Kano method and how it has been effectively applied to improve sales and increase margins.

 
 

How to register

Register for this event:

Or register by phone:

Call 1-800-338-2223 or 781-891-8080 (9:00am - 5:30pm EST)

In company training

This session can be brought directly to your site. Benefits include:

  • Lower cost per participant
  • Time savings
  • No travel required
  • Content tailored to your specific needs
  • Implementation is jump-started through team participation and instructor's hands-on guidance

Contact 781-891-8080 for more information and price quote.