From online reviews to Kano model: a large language model method and case study

ABSTRACT:

We introduce a method that turns online customer reviews into design insights. By analysing smartphone reviews, we extract the product features customers talk about and identify the sentiment linked to them. The approach combines Large Language Models (LLMs) with the Kano model, showing how specific features influence satisfaction or dissatisfaction. The results are coherent with the dimensions of the Kano model. The work demonstrates that LLMs can be informed and constrained by established design frameworks, bridging LMMs and design reasoning to provide theory-grounded insights.