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T w o - D a y   M a s t e r   C l a s s
Reaping the Full Power of

Kano Model for Product Innovation

October 4-5, 2006
Hotel Del Coronado
San Diego, CA

Agenda /  Course Outline


7:00 – 8:00 Registration and Continental Breakfast
8:00 – 8:10 Welcoming Remarks
Management Roundtable
8:10 – 8:30 Seminar Introduction & Objectives,
Dr. Roger Vardan
8:30-10:30 Introduction to Kano Model & Applications, Dr. Noriaki Kano
  • Quality evolution
  • Understanding the elements of Customer Satisfaction
  • Objective Performance (manufacturer’s view) vs. Subjective Satisfaction (customer’s view)
  • Kano Model Classifications: what they mean & how to use them
  • Case examples
10:30-10:45 Refreshment Break
10:45-12:15 Implementing Kano Model in Your Organization, Dr. Roger Vardan
  • Implementation Basics

  • Role of Market Segmentation

  • Kano Model Dynamics

  • Setting up Work Teams; Selling to Senior Management

  • Helpful Hints & Pitfalls to Avoid

12:15-1:30 Lunch
1:30 – 4:00 Reaping the Full Value of Attractive Quality Creation, Dr. Noriaki Kano
  • Characteristics of Attractive Quality
  • Unlocking the latent needs of the customer
  • Case Study: Konica Camera
  • Case Study: Juki Industrial Machine
  • Case Study: Siam Cement
  • General guidelines for creating Attractive Quality
4:00-4:15 Refreshment Break
4:155:45 Facilitated Group Exercise,
Dr. Noriaki Kano & Dr. Roger Vardan
5:45-6:00 Wrap Up of Day One Learnings,
Dr. Noriaki Kano & Dr. Roger Vardan

Re-cap what was learned and set the stage for the next day which will focus on Advanced Kano concepts such as Attractive Quality / Exciters Creation and Product Strategy

6:00-8:00 Networking Reception & Dinner


7:30 - 8:00 Continental Breakfast
8:00-9:00 CASE STUDY
Kano Model Applications:
Experience from the Automotive Industry

Harold Ross, Technical Director & Ramesh Gowda, Senior IT Manager, General Motors
  • How to use Kano Model in defining new vehicles

  • Developing New Features for Automobiles

  • Dealing with Vehicle Features vs. Functions

  • Setting Vehicle Requirements

  • Differentiating between Vehicle Brands

9:00-10:00 CASE STUDY
Using Kano Model to Guide the Development of a Fuel Cell-Based Power System,
Mark Sperry, Chief Marketing Officer & Troy Scriven, Product Marketing Manager, Plug Power
  • Issues related to developing completely new products and technologies

  • How we used Kano Model in developing our GenSys® Power System

  • Transforming marketing requirements to engineering requirements

  • Balancing customer needs with organizational capabilities

  • Communicating customer priorities to the product teams

10:00-10:30 Refreshment Break
10:30 – 11:45 Linking the Kano Model to Product Strategy, Dr. Roger Vardan
  • Adoption Curve & Kano Model
  • Finding Opportunities Across the Value Chain
  • Using Competitive Evaluations with the Model
  • Product Cadence & Option Packaging
  • Product Strategy vs. Portfolio Strategy
11:45-1:00 Lunch
1:002:30 Kano Model Implementation Roundtable, Moderator:
Dr. Roger Vardan

Roundtable Presenters:
Dr. Noriaki Kano; Dr. Kyle Smith, President & CEO, Reell Corporation; Troy Scriven, Product Marketing Manager, Plug Power and Harold Ross, Technical Director, General Motors

  • How was your project received within your company?
  • How do you deal with the situation when you have multiple customer bases?
  • Doing the Kano survey in-person vs. phone vs. on-line - what are your experiences?
  • How do you compare the Kano approach to other traditional approaches
  • How do you capture organizational learning within your company?
2:30-2:45 Refreshment Break
2:45 3:30 Taking the Kano Model to the Next Level: Achieving Sustainable Innovation, Dr. Roger Vardan
  • Putting Sustainability in context
  • Kano Model as a framework for sustainability
  • The role of scenario planning
  • Dynamics underlying the model and sustainability
  • Keeping Product & Service Innovation on a sustainable path
3:304:00 Final Q&A,
Dr. Noriaki Kano & Dr. Roger Vardan
4:00 Session Concludes

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