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During ITIL v2 Managers Certificate training and during my ITIL v3 Expert bridge there was a lot of discussion of using Kano models to evaluate real vs. perceived needs.

I mentioned airline surveys usually included such examples to really only factor in results from ‘those that read the questions’ – too many times you see people tick ‘satisfied’ for everything.

Here’s an example from United – notice how there are pairs of similar questions that drive to a common result.