How best to capture the voice of the customer in new offer design? A Neuro Kano model

Long before the theory of attractive quality, literature scholars have been preoccupied with capturing the voice of the customer when designing or improving products and services. After the emergence and explosion phase of the Kano emotional appraisal, many scientific articles tried to refine the model for the best results, but the majority lacked enough accuracy. After a literature review regarding the Kano refinements and the need for a better model for decision-making, the linkage between Kano categories and eye tracking is presented. The new Neuro Kano methodology is proposed, and the novel approach is validated through a case study conducted in Romania. The results of the Kano questionnaire and eye-tracking experiments emphasise a better way to capture customer emotional value. In the case study, after evaluating the Kano categories for each feature, several visual options have been provided for participants to assess. The findings suggest that the agglomeration of quality attributes and ambiguous results in the conventional models can be solved by adding a second eye-tracking step where the preferences for a feature are statistically determined with the help of several AOI metrics.