The empirical measurement of these characteristics is carried out by means of two questions, which can look as follows in a survey:

• Functional question: Imagine product x has feature y. What would your reaction be?
• Dysfunctional question: Imagine that product x does not have feature y. What would be your reaction?

The answer categories to both questions are the same:

1. that would make me very happy
2. that is what I expect
3. I do not care
4. that I could put up with
5. that would bother me

Each recorded characteristic of the product or service is then assigned to the characteristic categories described above according to a fixed key. Linking the degree of fulfilment with the type of characteristic makes it possible to estimate how overall satisfaction is influenced by a higher degree of fulfilment of individual quality criteria. This creates a very differentiated picture and a clear guide to action on how to deal with different product characteristics if customer satisfaction is to be increased.

With such a simplified survey, you also get the information that is crucial for you about which services and products are relevant for customers. However, the questionnaire is much shorter and easier to answer, which has a positive effect on the survey costs, the completion rate and the quality of the survey. In addition, as with the Kano standard model, we measure the actual degree of fulfilment. By combining the degree of fulfilment with the categorisation into enthusiasm characteristics, basic characteristics and irrelevant characteristics, measures can be prioritised in a targeted manner.