Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research by Jacqueline H. Beckley & Dulce Paredes & Kannapon Lopetcharat

Author:Jacqueline H. Beckley & Dulce Paredes & Kannapon Lopetcharat [Beckley, Jacqueline H.]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2012-03-06T14:00:00+00:00

7.1.2.3 Step 3: Create questionnaire

Once the element list is finalized, word each attribute in two ways: one as if it is present in the product, another as if it is absent in the product. For example, a lipgloss “feels moist on the lips” (“moist” feel is present in the product), and a lipgloss “does not feel moist on the lips” (“moist” feel is absent in the product). Group all the “present”/“positive” attribute wordings into one list and “absent”/“negative” wordings into another. There are a few differently worded Kano scales. The classic five-point Kano scale is as follows (Kano, 1979; Kano et al., 1984):

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