Reverse and Questionable Responses Using the Kano Method in International Surveys

Michael Latta, Coastal Carolina University

Michael Latta (PhD Iowa State University) is the former Associate Dean and Associate currently Professor of Marketing in the Wall College of Business at Coastal Carolina University. He has also held business positions in sales, marketing research, product management, strategic planning, and forecasting with AstraZeneca, Boehringer Mannheim, DuPont, and Wyeth. He is also Executive Director of YTMBA, a research and strategy consulting firm specializing in Predictive Analytics.


New product development has become an international exercise. One method of designing products is the Kano Method. Although not as popular as discrete choice or conjoint, the Kano Method is being used internationally to design products and services. The question process is not as straight forward as discrete choice or conjoint, and that raises questions of utility of the Kano Method when used internationally. This study shows results vary across countries dramatically.