Custom Research Solutions
A supplier in the life science industry offers hundreds, if not thousands, of products to their customers—often after millions of dollars have been spent developing and supporting the product. Given the large investment of time and finances involved in the development of these products, it is crucial to know which product features will make or break customer satisfaction. Using our Kano Model Analysis to discover Preferred Product Features, suppliers can determine the ideal mix of product attributes that will lead to increased customer satisfaction, market share, and revenues.
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Case Study: Which product attributes are most important to my customers?
In a recent study, a client asked Bioinformatics to conduct a market opportunity assessment for a product they planned to introduce within the next year. The client wanted to know which product features are most important to their customers. We were able to analyze the importance of each feature selected by the client using the Kano Model. This analysis provides a detailed picture of the customer's ideal mix of product features.
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The Kano Model asks end-users to rate selected product features of the new product using a ranking system designed to understand how the end-user would feel if the product feature was or was not present in the new product's design/function. Using a sophisticated evaluation process, their responses were used to classify these features into one of four quality categories:
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The categories are mutually exclusive and based on two factors: customer satisfaction and the necessity of the feature being fulfilled. The Kano Model outputs (below) display customer satisfaction on the Y-axis, and the fulfillment of required features on the X-axis. The combination of these two factors determines the category in which each feature is classified.
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Our analysis indicated that of the five product features tested for our client, two were considered by respondents to be "must-have" features and one was considered an "attractive" feature. The client was then able to focus their product development on these features, which when included, strongly increase customer satisfaction. A summary table of these sample findings is included below:
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The Kano Model provides clear assistance to suppliers who are often forced to make difficult choices about which product features to include in the product's design. Customer expectations of product availability and quality are sometimes difficult to meet. However, using Bioinformatics product evaluation analyses, our client was able to create the product that delivered the most value to their customers and maximized the products’ profitability.
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| To get more information on our Preferred Product Features analysis or to discuss further details of your potential market study, please contact us at 703.778.3080 ext. 12 surveys@gene2drug.com. |
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