A new Kano's evaluation sheet

PurposeKano's model is extensively applied in industry and by researchers. However, the model has a shortcoming in that enterprises cannot use it to evaluate the influences of quality attributes on product precisely; the lack of consideration of the different attribute strengths among 25 possible outcomes affects judgment of the categories in Kano's evaluation sheet. The aim of this study is to measure the quality attribute strength of 25 possible outcomes in the evaluation sheet to develop a new Kano's evaluation sheet to improve the accuracy of the classification of the quality attributes.Design/methodology/approachThis study develops a new Kano's evaluation sheet, and defines the canonical and non‐canonical judgment of the evaluation sheet based on a novel “similarity” calculation which calculates the response frequency and the distance between canonical judgment and non‐canonical judgment.FindingsQuality attribute strength is probed and compared with the traditional Kano's evaluation sheet. The new Kano's evaluation sheet is more practical because it supports a precise judgment of the category of quality attributes. Empirical results also demonstrate that the new Kano's evaluation sheet is practical.Originality/valueThe new evaluation sheet presents not only a different logic of classification and statistical method for analyzing quality attributes, but also reviewed judgments of the category of quality attributes from Kano's traditional evaluation sheet.