A simple Kano Model Template in Excel

Prepared for by Conjoint.ly on 30 July 2020.

Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice questio
This template supports up to 30 features, and 5000 respondents.

1. Introduction

The Kano Model is used to analyse consumer preferences for different features and group them into multipl
This allows firms to identify which features they should focus on when developing a new product.

The Kano Model categories are as follows:

Attractive Often called delighters these are features that customers do not expect, but mak
Must-be These needs are hard requirements, if you do not meet these requirements your
Performance Sometimes referred to as one-dimensional these are features that simply increas
Questionable This category is for responses that are not logical, for example satisfaction increa
Indifferent These are features that a respondent does not necessarily care about, including o
Reverse Reverse features refer to features that result is dissatisfaction when implemente

2. Setting up the template

This template takes the output from a Conjoint.ly experiment and performs Kano analysis to determine the c
The survey used to gather this data asked both a functional and dysfunctional question for each attribute in

How would you feel if [feature] was included in [product]

5: Love it 4: Expect it 3: Indifferent 2: Tolerate it 1: Unhappy

To use this template, copy the Excel output from a Conjoint survey into the table below.
Column A requires a respondent ID
Column B onwards is the output each multiple choice question, in the order of Functional Question, Dysfunc
Each multiple choice question must be asked in the question format above.

As our survey included 10 attributes, we have 20 questions in total. This template supports up to 30 attribute

Feature 1: Wireless Charging

 Q3: How Q3: How Q3: How
would you Q3: How would you Q3: How would you
feel if our would you feel if our would you feel if our
new feel if our new feel if our new
smartphone new smartphone new smartphone
supported smartphone supported smartphone supported
wireless supported wireless supported wireless
charging? wireless charging? wireless charging?
Option 1: I charging? Option 3: I charging? Option 5: I Q3: How
would be Option 2: I couldn't care Option 4: I would not would you
delighted if expect your less if your can tolerate be happy if feel if our
your new new new your new your new new
smartphone smartphone smartphone smartphone smartphone smartphone
offered to offer supported supporting supported supported
participant_i wireless wireless wireless wireless wireless wireless
d charging charging chargin charging chargin charging?
41782388 0 0 1 0 0 Option 3: I co
41782390 0 0 1 0 0 Option 3: I co
41782391 1 0 0 0 0 Option 1: I wo
41782392 0 0 0 1 0 Option 4: I c
41782393 1 0 0 0 0 Option 1: I wo
41782394 0 1 0 0 0 Option 2: I ex
41782395 1 0 0 0 0 Option 1: I wo
41782396 1 0 0 0 0 Option 1: I wo
41782397 0 1 0 0 0 Option 2: I ex
41782398 1 0 0 0 0 Option 1: I wo
41782399 0 0 1 0 0 Option 3: I co
41782400 0 0 1 0 0 Option 3: I co
41782401 0 0 0 1 0 Option 4: I c
41782403 1 0 0 0 0 Option 1: I wo
41782404 1 0 0 0 0 Option 1: I wo
41782409 0 1 0 0 0 Option 2: I ex
41782410 1 0 0 0 0 Option 1: I wo
41782411 1 0 0 0 0 Option 1: I wo
41782412 0 1 0 0 0 Option 2: I ex
41782413 0 1 0 0 0 Option 2: I ex
41782414 1 0 0 0 0 Option 1: I wo
41782417 0 1 0 0 0 Option 2: I ex
41782418 0 0 1 0 0 Option 3: I co
41782419 0 0 1 0 0 Option 3: I co
41782420 0 0 0 1 0 Option 4: I c
41782421 1 0 0 0 0 Option 1: I wo
41782425 0 0 0 1 0 Option 4: I c
41782429 0 1 0 0 0 Option 2: I ex
41782431 1 0 0 0 0 Option 1: I wo
41782433 1 0 0 0 0 Option 1: I wo
41782434 1 0 0 0 0 Option 1: I wo
41782435 0 1 0 0 0 Option 2: I ex
41782436 1 0 0 0 0 Option 1: I wo
41782437 0 1 0 0 0 Option 2: I ex
41782438 0 0 0 1 0 Option 4: I c
41782440 1 0 0 0 0 Option 1: I wo
41782441 1 0 0 0 0 Option 1: I wo
41782442 1 0 0 0 0 Option 1: I wo
41782443 0 0 0 1 0 Option 4: I c
41782446 0 1 0 0 0 Option 2: I ex
41782450 0 1 0 0 0 Option 2: I ex
41782451 0 1 0 0 0 Option 2: I ex
41782453 0 0 0 1 0 Option 4: I c
41782454 1 0 0 0 0 Option 1: I wo
41782455 0 1 0 0 0 Option 2: I ex
41782457 1 0 0 0 0 Option 1: I wo
41782458 0 1 0 0 0 Option 2: I ex
41782460 0 1 0 0 0 Option 2: I ex
41782461 0 1 0 0 0 Option 2: I ex
41782462 0 0 0 1 0 Option 4: I c
41782465 1 0 0 0 0 Option 1: I wo
41782467 1 0 0 0 0 Option 1: I wo
41782468 0 0 1 0 0 Option 3: I co
41782470 1 0 0 0 0 Option 1: I wo
41782471 0 1 0 0 0 Option 2: I ex
41782472 1 0 0 0 0 Option 1: I wo
41782475 1 0 0 0 0 Option 1: I wo
41782478 0 1 0 0 0 Option 2: I ex
41782479 0 1 0 0 0 Option 2: I ex
41782480 0 0 0 0 1 Option 5: I w
41782482 1 0 0 0 0 Option 1: I wo
41782484 0 0 1 0 0 Option 3: I co
41782485 1 0 0 0 0 Option 1: I wo
41782491 0 0 0 0 1 Option 5: I w
41782493 0 1 0 0 0 Option 2: I ex
41782495 0 0 0 1 0 Option 4: I c
41782498 0 0 1 0 0 Option 3: I co
41782499 0 0 1 0 0 Option 3: I co
41782500 1 0 0 0 0 Option 1: I wo
41782501 1 0 0 0 0 Option 1: I wo
41782502 0 1 0 0 0 Option 2: I ex
41782503 0 0 1 0 0 Option 3: I co
41782504 0 1 0 0 0 Option 2: I ex
41782508 0 1 0 0 0 Option 2: I ex
41782512 1 0 0 0 0 Option 1: I wo
41782513 1 0 0 0 0 Option 1: I wo
41782516 0 1 0 0 0 Option 2: I ex
41782517 1 0 0 0 0 Option 1: I wo
41782518 1 0 0 0 0 Option 1: I wo
41782519 0 1 0 0 0 Option 2: I ex
41782521 1 0 0 0 0 Option 1: I wo
41782535 0 0 1 0 0 Option 3: I co
41782537 0 0 1 0 0 Option 3: I co
41782538 1 0 0 0 0 Option 1: I wo
41782539 1 0 0 0 0 Option 1: I wo
41782540 0 0 1 0 0 Option 3: I co
41782541 1 0 0 0 0 Option 1: I wo
41782548 0 1 0 0 0 Option 2: I ex
41782549 1 0 0 0 0 Option 1: I wo
41782550 1 0 0 0 0 Option 1: I wo
41782551 1 0 0 0 0 Option 1: I wo
41782555 0 1 0 0 0 Option 2: I ex
41782557 0 1 0 0 0 Option 2: I ex
41782558 0 1 0 0 0 Option 2: I ex
41782559 0 0 0 1 0 Option 4: I c
41782563 0 1 0 0 0 Option 2: I ex
41782564 0 1 0 0 0 Option 2: I ex
41782565 0 0 1 0 0 Option 3: I co
41782567 1 0 0 0 0 Option 1: I wo
41782568 0 0 1 0 0 Option 3: I co
41782570 0 0 0 1 0 Option 4: I c
41782571 1 0 0 0 0 Option 1: I wo
41782572 0 0 1 0 0 Option 3: I co
41782576 0 1 0 0 0 Option 2: I ex
41782578 1 0 0 0 0 Option 1: I wo
41782581 1 0 0 0 0 Option 1: I wo
41782582 0 0 1 0 0 Option 3: I co
41782583 1 0 0 0 0 Option 1: I wo
41798967 1 0 0 0 0 Option 1: I wo
41798968 0 0 0 1 0 Option 4: I c
41798969 0 1 0 0 0 Option 2: I ex
41798973 0 0 0 1 0 Option 4: I c
41798974 0 1 0 0 0 Option 2: I ex
41798977 0 1 0 0 0 Option 2: I ex
41798979 1 0 0 0 0 Option 1: I wo
41798981 1 0 0 0 0 Option 1: I wo
41798983 0 0 0 0 1 Option 5: I w
41798985 1 0 0 0 0 Option 1: I wo
41798986 0 1 0 0 0 Option 2: I ex
41798988 0 1 0 0 0 Option 2: I ex
41798989 1 0 0 0 0 Option 1: I wo
41798991 1 0 0 0 0 Option 1: I wo
41798992 0 1 0 0 0 Option 2: I ex
41798995 0 1 0 0 0 Option 2: I ex
41798998 0 1 0 0 0 Option 2: I ex
41798999 1 0 0 0 0 Option 1: I wo
41799000 1 0 0 0 0 Option 1: I wo
41799002 0 0 1 0 0 Option 3: I co
41799003 0 0 0 1 0 Option 4: I c
41799005 1 0 0 0 0 Option 1: I wo
41799006 1 0 0 0 0 Option 1: I wo
41799008 0 0 0 1 0 Option 4: I c
41799011 0 1 0 0 0 Option 2: I ex
41799014 1 0 0 0 0 Option 1: I wo
41799016 1 0 0 0 0 Option 1: I wo
41799017 0 1 0 0 0 Option 2: I ex
41799020 0 1 0 0 0 Option 2: I ex
41799021 1 0 0 0 0 Option 1: I wo
41799022 1 0 0 0 0 Option 1: I wo
41799023 1 0 0 0 0 Option 1: I wo
41799026 1 0 0 0 0 Option 1: I wo
41799027 0 0 1 0 0 Option 3: I co
41799028 1 0 0 0 0 Option 1: I wo
41799033 1 0 0 0 0 Option 1: I wo
41799036 1 0 0 0 0 Option 1: I wo
41799039 1 0 0 0 0 Option 1: I wo
41799040 0 0 0 1 0 Option 4: I c
41799041 0 0 1 0 0 Option 3: I co
41799042 1 0 0 0 0 Option 1: I wo
41799044 1 0 0 0 0 Option 1: I wo
41799045 0 1 0 0 0 Option 2: I ex
41799046 0 1 0 0 0 Option 2: I ex
41799048 1 0 0 0 0 Option 1: I wo
41799050 0 1 0 0 0 Option 2: I ex
41799051 1 0 0 0 0 Option 1: I wo
41799054 1 0 0 0 0 Option 1: I wo
41799055 0 0 0 1 0 Option 4: I c
41799057 0 0 0 0 1 Option 5: I w
41799058 0 0 0 0 1 Option 5: I w
41799059 1 0 0 0 0 Option 1: I wo
41799060 0 0 0 1 0 Option 4: I c
41799063 1 0 0 0 0 Option 1: I wo
41799067 0 0 0 0 1 Option 5: I w
41799069 0 0 0 1 0 Option 4: I c
41799070 1 0 0 0 0 Option 1: I wo
41799077 0 1 0 0 0 Option 2: I ex
41799080 1 0 0 0 0 Option 1: I wo
41799081 0 1 0 0 0 Option 2: I ex
41799087 1 0 0 0 0 Option 1: I wo
41799090 0 1 0 0 0 Option 2: I ex
41799092 0 1 0 0 0 Option 2: I ex
41799095 1 0 0 0 0 Option 1: I wo
41799096 0 0 1 0 0 Option 3: I co
41799097 0 1 0 0 0 Option 2: I ex
41799099 1 0 0 0 0 Option 1: I wo
41799100 0 1 0 0 0 Option 2: I ex
41799104 0 1 0 0 0 Option 2: I ex
41799106 1 0 0 0 0 Option 1: I wo
41799111 0 1 0 0 0 Option 2: I ex
41799112 1 0 0 0 0 Option 1: I wo
 is given a 1-5 multiple choice question for both the functional and dysfunctional scenario.

eatures and group them into multiple categories.

developing a new product.

at customers do not expect, but make them very happy

do not meet these requirements your product will fail
hese are features that simply increase satisfaction the more they are fulfilled
ogical, for example satisfaction increasing when a feature is both added and removed
ot necessarily care about, including or excluding does not change satisfaction
t is dissatisfaction when implemented.

rms Kano analysis to determine the classification of each feature being tested.
tional question for each attribute in the following format

the table below.

rder of Functional Question, Dysfunctional Question.

template supports up to 30 attributes (60 questions) and 5,000 responses

: Wireless Charging
 Q4: How Q4: How
Q4: How Q4: How Q4: How would you would you Q6: How Q6: How
would you would you would you feel if our feel if our would you would you
feel if our feel if our feel if our new new feel if our feel if our
new new new smartphone smartphone new new
smartphone smartphone smartphone did not did not smartphone smartphone
did not did not did not support support allowed for allowed for
support support support wireless char wireless char Q4: How facial facial
wireless char wireless char wireless char Option 4: I Option 5: I would you recognitio recognitio
Option 1: I Option 2: I Option 3: I can tolerate would not feel if our Option 1: I Option 2: I
would be expect your couldn't care your new be happy if new would be would
delighted if new less if your smartphone your new smartphone very happy expect your
your new smartphone new not smartphone did not for your new new smart
smartphone to not offer smartphone supporting didn't support smartphone phone to
did not offer wireless did not offer wireless support wireless to support support this
wireless cha charging wireless cha charging wireless ch charging? this feature feature
0 0 1 0 0 Option 3: I co 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 1 0 0 Option 3: I co 1 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 1 0 0 0 Option 2: I ex 0 0
0 1 0 0 0 Option 2: I ex 0 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 1 0 Option 4: I c 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 0 1
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 0 1
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 1 0 0 Option 3: I co 0 0
0 1 0 0 0 Option 2: I ex 1 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I co 0 1
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 0
0 1 0 0 0 Option 2: I ex 1 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 1 0 0 Option 3: I co 1 0
1 0 0 0 0 Option 1: I wo 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I wo 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 0 0
0 0 1 0 0 Option 3: I co 1 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 1 0 Option 4: I c 0 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 1 0 Option 4: I c 0 1
1 0 0 0 0 Option 1: I wo 0 1
0 1 0 0 0 Option 2: I ex 0 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 1
0 0 1 0 0 Option 3: I co 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 1 0 0 Option 3: I co 1 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 1 0 0 Option 3: I co 0 0
0 1 0 0 0 Option 2: I ex 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 1 0 0 0 Option 2: I ex 0 1
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 0
1 0 0 0 0 Option 1: I wo 0 1
1 0 0 0 0 Option 1: I wo 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 0 1 Option 5: I wo 0 0
0 0 1 0 0 Option 3: I co 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 1 0 0 Option 3: I co 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I wo 1 0
1 0 0 0 0 Option 1: I wo 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 1 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 1 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 0 1
0 0 1 0 0 Option 3: I co 0 0
0 1 0 0 0 Option 2: I ex 1 0
0 0 0 0 1 Option 5: I wo 0 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 0 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 0 1 Option 5: I wo 1 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 0 0 1 Option 5: I wo 0 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 0
0 0 1 0 0 Option 3: I co 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I wo 1 0
0 0 0 1 0 Option 4: I c 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 0 0 1 Option 5: I wo 0 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I ex 0 1
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I wo 0 1
0 0 0 0 1 Option 5: I wo 0 0
0 0 0 0 1 Option 5: I wo 0 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I wo 1 0
Feature 2: Facial Recognition
 Q7: How
Q6: How Q6: How would you Q7: How Q7: How
would you would you feel if our would you Q7: How would you
feel if our feel if our new feel if our would you feel if our
Q6: How new new smartphone new feel if our new
would you smartphone smartphone did not smartphone new smartphone
feel if our allowed for allowed for Q6: How allow for did not smartphone did not
new facial facial would you facial reco allow for did not allow for
smartphone recognitio recognitio feel if our Option 1: I facial reco allow for facial reco
allowed for Option 4: I Option 5: I new would be Option 2: I facial reco Option 4: I
facial can probably would not smartphone very happy would Option 3: I can probably
recognitio live with be happy if allowed for for your new expect your could care live with
Option 3: I your new this feature facial smartphone new smart less about your new
could care smartphone was in your recognition to not phone to not this feature smartphone
less about having this new to unlock support this support this not being not having
this feature feature smartphone the phone? feat feature supported this feature
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 1 Option 5: I wo 0 0 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I ca 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 1 Option 5: I wo 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 1 Option 5: I wo 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 1: I w 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I wo 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 1 Option 5: I wo 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I ca 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I ca 0 1 0 0
0 1 0 Option 4: I ca 1 0 0 0
0 1 0 Option 4: I ca 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 1 Option 5: I wo 0 0 1 0
0 1 0 Option 4: I ca 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 1 0 Option 4: I ca 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I wo 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 1 Option 5: I wo 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 1 0 Option 4: I ca 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 1 Option 5: I wo 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 1 Option 5: I wo 1 0 0 0
0 0 1 Option 5: I wo 1 0 0 0
0 1 0 Option 4: I ca 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 1 0 Option 4: I ca 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 1 Option 5: I wo 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I ca 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 1 0 Option 4: I ca 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I ca 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I ca 0 0 1 0
0 1 0 Option 4: I ca 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 1 Option 5: I wo 1 0 0 0
0 0 1 Option 5: I wo 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I ca 0 1 0 0
0 1 0 Option 4: I ca 0 1 0 0
0 1 0 Option 4: I ca 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I ca 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
Feature 3: Three day battery life
 Q9: How
Q9: How Q9: How would you
Q7: How Q9: How would you Q9: How would you feel if our
would you would you feel if our would you feel if our new smart
feel if our feel if our new smart feel if our new smart phone
new new smart phone new smart phone offered a
smartphone Q7: How phone offered a phone offered a battery life
did not would you offered a battery life offered a battery life of th
allow for feel if our battery life of th battery life of th Option 5: I Q9: How
facial reco new of th Option 2: I of th Option 4: I would be would you
Option 5: I smartphone Option 1: I would Option 3: I can live with unhappy feel if our
would not did not would love expect your don't care if your and new smart
be happy if allow for for your new new your smartphone disappointe phone
this feature facial smartphone smartphone smartphone having a d if your offered a
was not in recognition to have a to have a has a battery battery life smartphone battery life
your new to unlock battery life battery life life of three of three had a of three
smartphone the phone? of three d of three day days days battery l days?
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 0 0 0 1 0 Option 4: I ca
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 0 0 0 0 1 Option 5: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 0 1 0 Option 4: I ca
0 Option 1: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 0 0 0 1 Option 5: I w
1 Option 5: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 0 1 0 Option 4: I ca
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 0 0 0 0 1 Option 5: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 1: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 0 0 1 0 Option 4: I ca
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 0 0 0 1 Option 5: I w
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
0 Option 1: I wo 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 0 0 0 1 0 Option 4: I ca
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
1 Option 5: I wo 0 0 1 0 0 Option 3: I do
0 Option 1: I wo 0 1 0 0 0 Option 2: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 1 0 Option 4: I ca
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 0 0 0 1 0 Option 4: I ca
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 0 0 1 0 0 Option 3: I do
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 4: I ca 0 0 0 0 1 Option 5: I w
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 1 0 0 0 0 Option 1: I wo
0 Option 2: I w 0 1 0 0 0 Option 2: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 3: I co 1 0 0 0 0 Option 1: I wo
0 Option 1: I wo 1 0 0 0 0 Option 1: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
0 Option 4: I ca 1 0 0 0 0 Option 1: I wo
0 Option 3: I co 0 1 0 0 0 Option 2: I wo
1 Option 5: I wo 1 0 0 0 0 Option 1: I wo
Three day battery life
 Q10: How Q12: How Q12: How
Q10: How Q10: How would you would you would you
Q10: How would you would you Q10: How feel if our feel if our feel if our
would you feel if our feel if our would you new smart new new
feel if our new smart new smart feel if our phone did smartphone smartphone
new smart phone did phone did new smart not offer a included a included a
phone did not offer a not offer a phone did battery life free smart free smart
not offer a battery life battery life not offer a Option 5: I Q10: How watch? watch?
battery life Option 2: I Option 3: I battery life would be would you Option 1: I Option 2: I
Option 1: I would don't care if Option 4: I unhappy feel if our would be would
would love expect your your can live with and new smart delighted if expect your
for your new new smartphone your disappointe phone did your new new smart
smartphone smartphone does not smartphone d if your not offer a smartphone phone to
to not have to not have have a not having a smartphone battery life included a include a
a battery life a battery life battery life battery life did not have of three free smart free smart
of thr of three of three of three day a days? watc watch
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I wo 0 1
0 0 0 1 0 Option 4: I ca 1 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 0 1
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I wo 1 0
1 0 0 0 0 Option 1: I wo 0 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 1 0 0 Option 3: I do 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I wo 0 1
0 0 1 0 0 Option 3: I do 0 1
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 0 1
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 1 0 0 0 Option 2: I wo 1 0
0 1 0 0 0 Option 2: I wo 0 1
1 0 0 0 0 Option 1: I wo 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I wo 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I ca 0 0
0 0 1 0 0 Option 3: I do 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I wo 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 1 0 Option 4: I ca 0 1
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I wo 0 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 1 0 0 0 Option 2: I wo 0 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I ca 0 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 1 0 0 Option 3: I do 1 0
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I wo 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 0 0
1 0 0 0 0 Option 1: I wo 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 0
0 1 0 0 0 Option 2: I wo 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 0
1 0 0 0 0 Option 1: I wo 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I wo 1 0
0 0 1 0 0 Option 3: I do 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I wo 1 0
0 1 0 0 0 Option 2: I wo 1 0
0 0 0 0 1 Option 5: I w 1 0
Feature 4: Free Smart Watch
Q12: How Q12: How Q13: How Q13: How Q13: How
would you Q12: How would you would you would you would you Q13: How
feel if our would you feel if our feel if our feel if our feel if our would you
new feel if our new new new new feel if our
smartphone new smartphone smartphone smartphone smartphone new
included a smartphone included a did not did not did not smartphone
free smart included a free smart include a include a include a did not
watch? free smart watch? free smart free smart free smart include a
Option 3: I watch? Option 5: I Q12: How Option 1: I Option 2: I Option 3: I free smart
couldn't care Option 4: I would be would you would be would couldn't care Option 4: I
less if your can tolerate unhappy if feel if our delighted if expect your less if your can tolerate
new your new your new new your new new smart new your new
smartphone smart phone smart phone smartphone smartphone phone to not smartphone smart phone
came with a coming with came with a included a did not include a did not not coming
free smart a free smart free smart free smart include a free smart come with a with a free
wat watch watc watch? free sma watch free s smart watch
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 1 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 1 Option 5: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 1 Option 5: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 1 Option 5: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 1 0 Option 4: I c 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 1 Option 5: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 1 0 0
0 0 1 Option 5: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 1 0 0 0
0 0 1 Option 5: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 1 0 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
Feature 5: Charging Cable
 Q15: How
Q13: How Q15: How would you Q15: How
would you would you feel if our Q15: How Q15: How would you
feel if our feel if our new would you would you feel if our
new new smartphone feel if our feel if our new
smartphone smartphone came with a new new smartphone
did not came with a charging smartphone smartphone came with a
include a charging cable? came with a came with a charging
free smart Q13: How cable? Option 2: I charging charging cable?
Option 5: I would you Option 1: I would cable? cable? Option 5: I Q15: How
would be feel if our would be expect your Option 3: I Option 4: I would be would you
unhappy if new very happy if new don't care if can live with unhappy if feel if our
your new smartphone your new smartphone your new your new your new new
smart phone did not smartphone to come smartphone smartphone smartphone smartphone
did not include a came with a with a comes with coming with came with a came with a
come with a free smart charging charging a charging a charging charging charging
free sm watch? cabl cable cable cable cable cable?
0 Option 1: I wo 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I c
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 1: I wo 0 0 0 1 0 Option 4: I c
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I do
0 Option 1: I wo 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I c
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 0 1 Option 5: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I do
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I c
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 0 1 Option 5: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I c
0 Option 2: I w 0 0 0 1 0 Option 4: I c
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I c
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I c
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I c
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I c
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I c
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
5: Charging Cable
 Q16: How Q18: How
Q16: How would you Q16: How Q16: How Q16: How Q18: How would you
would you feel if our would you would you would you would you feel if our
feel if our new feel if our feel if our feel if our feel if our new
new smartphone new new new new smartphone
smartphone did not smartphone smartphone smartphone smartphone included
did not come with a did not did not did not included 100GB of
come with a charging come with a come with a come with a 100GB of free cloud
charging Option 2: I charging charging charging Q16: How free cloud Option 2: I
Option 1: I would Option 3: I Option 4: I Option 5: I would you Option 1: I would
would be expect your don't care if can live with would be feel if our would be expect your
very happy if new your new your new unhappy if new delighted if new
your new smartphone smartphone smartphone your new smartphone your new smartphone
smartphone to not come does not not coming smartphone did not smartphone to come
did not with a come with a with a did not come with a came with with that
come with a charging charging charging come with a charging that much much cloud
charg cable cabl cable charging cable? cloud storag
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I ca 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 1 0 Option 4: I ca 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 1 0 0 Option 3: I do 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 1 0 0 Option 3: I do 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 0 0
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 1 0 Option 4: I ca 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I ca 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I ca 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I do 0 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 1 0 0 Option 3: I do 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I ca 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I do 0 1
0 0 0 1 0 Option 4: I ca 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 1 0 Option 4: I ca 0 1
Feature 6: 100Gb Cloud Storage
 Q19: How Q19: How
Q18: How Q19: How would you Q19: How would you
would you Q18: How would you feel if our would you feel if our
Q18: How feel if our would you feel if our new feel if our new
would you new feel if our new smartphone new smartphone
feel if our smartphone new smartphone did not smartphone did not
new included smartphone did not include did not include
smartphone 100GB of included include 100GB of include 100GB of
included free cloud 100GB of 100GB of free 100GB of free
100GB of Option 4: I free cloud Q18: How free Option 2: I free Option 4: I
free cloud could Option 5: I would you Option 1: I would Option 3: I could
Option 3: I tolerate would be feel if our would be expect your couldn't care tolerate
couldn't care your new unhappy if new delighted if new less if your your new
less if your smartphone your new smartphone your new smartphone new smartphone
smartphone phone smartphone included smartphone to not come smartphone not coming
came with coming with came with 100GB of did not with that did not with that
cloud that much that much free cloud come with much cloud come with much cloud
storage cloud cloud st storage? that muc st cloud st s
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 1 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I co 0 1 0 0
0 1 0 Option 4: I c 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 0 1
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 1 Option 5: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
Feature 7: Bluetooth connectivity
Q19: How Q21: How
would you Q21: How Q21: How Q21: How would you
feel if our would you would you Q21: How would you feel if our
new feel if our feel if our would you feel if our new
smartphone new new feel if our new smartphone
did not smartphone smartphone new smartphone supported
include supported supported smartphone supported Bluetooth
100GB of Q19: How Bluetooth Bluetooth supported Bluetooth connectiv
free would you connectiv connectiv Bluetooth connectiv Option 5: I Q21: How
Option 5: I feel if our Option 1: I Option 2: I connectiv Option 4: I would be would you
would be new would be would Option 3: I could live very feel if our
unhappy if smartphone very happy if expect your don't care if with your unhappy if new
your new did not your new new your new new smart your new smartphone
smartphone include smartphone smartphone smartphone phone smartphone supported
not coming 100GB of supported to support supports supporting supported Bluetooth
with that free cloud Bluetooth Bluetooth Bluetooth Bluetooth Bluetooth connectivity
much cl storage? conne connectivity connectivity connectivi con ?
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 3: I co 0 0 0 1 0 Option 4: I co
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I do
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I w 0 0 0 1 0 Option 4: I co
0 Option 1: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 0 0 0 1 Option 5: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 1: I w 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 1: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 0 1 Option 5: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 1: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 3: I co 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 0 1 Option 5: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I co
0 Option 1: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I do
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 0 1 0 0 Option 3: I do
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I do
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I do
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
uetooth connectivity
 Q22: How Q22: How
Q22: How would you Q22: How Q22: How would you
would you feel if our would you would you feel if our Q24: How Q24: How
feel if our new feel if our feel if our new would you would you
new smartphone new new smartphone feel if our feel if our
smartphone did not smartphone smartphone did not new new
did not support did not did not support smartphone smartphone
support Bluetooth support support Bluetooth had a 4K had a 4K
Bluetooth con Bluetooth Bluetooth con Q22: How video video
con Option 2: I con con Option 5: I would you camera? camera?
Option 1: I would Option 3: I Option 4: I would be feel if our Option 1: I Option 2: I
would be expect your don't care if could live very new would be would
very happy if new your new with your unhappy if smartphone delighted if expect your
your new smartphone smartphone new smart your new did not your new new
smartphone to not does not phone not smartphone support smartphone smartphone
did not support support supporting did not Bluetooth had a 4K to had a 4K
support Bluetooth Bluetooth Bluetooth support connectivity video video
Bluetooth connectivi connect connec Bluetoo ? camera camera
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 1 0 Option 4: I c 0 0
0 0 1 0 0 Option 3: I d 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I c 1 0
1 0 0 0 0 Option 1: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
1 0 0 0 0 Option 1: I w 0 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I c 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 1 0 Option 4: I c 0 1
1 0 0 0 0 Option 1: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I d 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I c 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 0 0 1 Option 5: I w 0 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I d 0 1
0 0 0 1 0 Option 4: I c 0 1
1 0 0 0 0 Option 1: I w 1 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I c 0 1
1 0 0 0 0 Option 1: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 0 0
0 1 0 0 0 Option 2: I w 0 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I w 0 1
1 0 0 0 0 Option 1: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 1 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 1 0
0 0 1 0 0 Option 3: I d 1 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 1 0 0 Option 3: I d 1 0
0 0 1 0 0 Option 3: I d 0 0
0 0 0 1 0 Option 4: I c 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I d 0 1
0 0 1 0 0 Option 3: I d 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I c 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 1 0 0 Option 3: I d 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I c 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
Feature 8: 4K Video camera
 Q24: How
Q24: How Q24: How would you Q25: How Q25: How Q25: How Q25: How
would you would you feel if our would you would you would you would you
feel if our feel if our new feel if our feel if our feel if our feel if our
new new smartphone new new new new
smartphone smartphone had a 4K smartphone smartphone smartphone smartphone
had a 4K had a 4K video did not have did not have did not have did not have
video video camera? a 4K video a 4K video a 4K video a 4K video
camera? camera? Option 5: I camer camer camer camer
Option 3: I Option 4: I would be Q24: How Option 1: I Option 2: I Option 3: I Option 4: I
could care could live unhappy would you would be would could care could live
less if your with your and feel if our delighted if expect your less if your with your
new new disappointe new your new new new new
smartphone smartphone d if your smartphone smartphone smartphone smartphone smartphone
had a 4K having a 4K new had a 4K did not have to not have did not have not having a
video video smartphone video a 4K video a 4K video a 4K video 4K video
camera camera had a 4K vi camera? ca camera camer camera
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 1 0
0 1 0 Option 4: I c 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 1 0 Option 4: I c 1 0 0 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 0
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I co 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I co 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I co 0 1 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 1 Option 5: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I co 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
Feature 9: Headphone jack
Q25: How
would you Q27: How Q27: How Q27: How Q27: How
feel if our would you would you would you Q27: How would you
new feel if our feel if our feel if our would you feel if our
smartphone new new new feel if our new
did not have smartphone smartphone smartphone new smartphone
a 4K video included a included a included a smartphone included a
camer headphone headphone headphone included a headphone
Option 5: I jack? jack? jack? headphone jack?
would be Q25: How Option 1: I Option 2: I Option 3: I jack? Option 5: I Q27: How
unhappy would you would be would could care Option 4: I would be would you
and feel if our delighted if expect your less if your could live unhappy if feel if our
disappointe new your new new new with your your new new
d if your smartphone smartphone smartphone smartphone smartphone smartphone smartphone
new did not have included a to include a includes a including a included a included a
smartphone a 4K video headphone headphone headphone headphone headphone headphone
did not hav camer jack? jack jack jack jack jack?
0 Option 4: I c 0 0 1 0 0 Option 3: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I co
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I co
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 0 0 1 0 Option 4: I co
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I co
0 Option 3: I co 0 0 1 0 0 Option 3: I co
0 Option 3: I co 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 1 0 0 Option 3: I co
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
0 Option 2: I w 0 0 1 0 0 Option 3: I co
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 0 1 0 0 Option 3: I co
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 0 0 0 1 Option 5: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 0 1 Option 5: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I co
0 Option 1: I wo 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 0 1 0 0 Option 3: I co
0 Option 1: I wo 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 3: I co 0 0 1 0 0 Option 3: I co
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I co
0 Option 2: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 0 1 0 0 Option 3: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 0 0 0 1 Option 5: I w
0 Option 3: I co 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 0 0 1 0 Option 4: I co
0 Option 2: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 0 1 0 Option 4: I co
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 0 1 0 0 Option 3: I co
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 0 1 0 0 Option 3: I co
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 4: I c 0 0 0 1 0 Option 4: I co
0 Option 1: I wo 0 0 0 0 1 Option 5: I w
1 Option 5: I w 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 0 1 0 0 Option 3: I co
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 0 0 0 1 Option 5: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 2: I w 0 1 0 0 0 Option 2: I w
0 Option 3: I co 0 1 0 0 0 Option 2: I w
0 Option 4: I c 1 0 0 0 0 Option 1: I w
0 Option 4: I c 0 1 0 0 0 Option 2: I w
0 Option 1: I wo 0 0 0 1 0 Option 4: I co
0 Option 4: I c 0 0 0 1 0 Option 4: I co
1 Option 5: I w 0 1 0 0 0 Option 2: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
0 Option 3: I co 1 0 0 0 0 Option 1: I w
0 Option 1: I wo 1 0 0 0 0 Option 1: I w
0 Option 2: I w 1 0 0 0 0 Option 1: I w
1 Option 5: I w 1 0 0 0 0 Option 1: I w
9: Headphone jack
 Q28: How
Q28: How would you Q28: How Q28: How Q28: How Q30: How Q30: How
would you feel if our would you would you would you would you would you
feel if our new feel if our feel if our feel if our feel if our feel if our
new smartphone new new new new new
smartphone did not smartphone smartphone smartphone smartphone smartphone
did not include a did not did not did not included a included a
include a headphone j include a include a include a web web
headphone j Option 2: I headphone j headphone j headphone j Q28: How browser? browser?
Option 1: I would Option 3: I Option 4: I Option 5: I would you Option 1: I Option 2: I
would be expect your could care could live would be feel if our would be would
delighted if new less if your with your unhappy if new love your expect your
your new smartphone new smartphone your new smartphone new new
smartphone to not smartphone not including smartphone did not smartphone smartphone
did not include a does not a did not include a to include a to include a
include a headphone include a headphone include a headphone web web
headphon jack headphone jack headphone jack? browser browser
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I co 0 0
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 1 0 Option 4: I co 1 0
0 0 0 1 0 Option 4: I co 0 1
1 0 0 0 0 Option 1: I w 0 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I co 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 1 0
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 1 0 0 Option 3: I co 0 0
0 0 1 0 0 Option 3: I co 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I co 1 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I co 0 1
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I co 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I co 0 0
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 1 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 1 0
1 0 0 0 0 Option 1: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 1 0 Option 4: I co 0 0
0 0 1 0 0 Option 3: I co 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 1 0 Option 4: I co 1 0
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
1 0 0 0 0 Option 1: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 1
0 0 0 0 1 Option 5: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 1 0
0 0 0 1 0 Option 4: I co 1 0
0 0 0 1 0 Option 4: I co 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 1 0 Option 4: I co 0 0
0 0 1 0 0 Option 3: I co 0 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 0 1 Option 5: I w 0 1
0 1 0 0 0 Option 2: I w 0 0
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 1 0 0 Option 3: I co 0 1
0 0 0 0 1 Option 5: I w 0 1
0 0 0 1 0 Option 4: I co 0 1
0 0 0 0 1 Option 5: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
0 1 0 0 0 Option 2: I w 1 0
0 0 0 0 1 Option 5: I w 1 0
Feature 10: Web browser
 Q31: How Q31: How
would you would you Q31: How Q31: How
Q30: How Q30: How feel if our feel if our would you would you
Q30: How would you would you new new feel if our feel if our
would you feel if our feel if our smartphone smartphone new new
feel if our new new did not did not smartphone smartphone
new smartphone smartphone include a include a did not did not
smartphone included a included a web web include a include a
included a web web browser browser web web
web browser? browser? Option 1: I Option 2: I browser browser
browser? Option 4: I Option 5: I Q30: How would be would Option 3: I Option 4: I
Option 3: I could would be would you love your expect your don't care if could
don't care if tolerate unhappy if feel if our new new your new tolerate
your new your new your new new smartphone smartphone smartphone your new
smartphone smartphone smartphone smartphone to not to not does not smartphone
includes a including a included a included a include a include a include a not including
web web web web web web web a web
browser browser browser browser? browser browser browser browser
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 1 Option 5: I w 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I d 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I c 0 1 0 0
0 1 0 Option 4: I c 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I d 0 0 1 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 1 0 Option 4: I c 0 0 1 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I d 0 0 0 1
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 1 Option 5: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I d 1 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 1 0 0 0
0 1 0 Option 4: I c 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I d 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 1: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
1 0 0 Option 3: I d 0 1 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 1 Option 5: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 1 Option 5: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 1 Option 5: I w 1 0 0 0
0 0 0 Option 1: I w 0 0 0 1
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 1 0 Option 4: I c 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I d 0 0 0 1
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 1 0 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
1 0 0 Option 3: I d 0 0 1 0
0 0 0 Option 2: I w 0 0 1 0
0 0 0 Option 2: I w 0 0 0 0
0 1 0 Option 4: I c 0 0 0 0
1 0 0 Option 3: I d 0 0 1 0
1 0 0 Option 3: I d 0 0 1 0
0 1 0 Option 4: I c 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
1 0 0 Option 3: I d 0 1 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 1 0 0 0
0 0 0 Option 2: I w 0 0 0 1
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 2: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 0 0 0
0 0 0 Option 1: I w 0 1 0 0
0 0 0 Option 1: I w 0 0 0 0
Feature 11
Q31: How
would you
feel if our
new
smartphone
did not
include a
web
browser Q31: How
Option 5: I would you
would be feel if our
unhappy if new
your new smartphone
smartphone did not
did not include a
include a web
web browse browser?
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 3: I don't care if your new smartphone does not include a web browser
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 1: I would be love your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 4: I could tolerate your new smartphone not including a web browser
0 Option 1: I would be love your new smartphone to not include a web browser
0 Option 4: I could tolerate your new smartphone not including a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
0 Option 2: I would expect your new smartphone to not include a web browser
1 Option 5: I would be unhappy if your new smartphone did not include a web browse
Feature 12
Feature 13
Feature 14
Feature 15
Feature 16
Feature 17
Feature 18
Feature 19
Feature 20
Feature 21
Feature 22
Feature 23
Feature 24
Feature 25
Feature 26
Feature 27
Feature 28
Feature 29
Feature 30
 A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice questi
This template supports up to 30 features, and 5000 respondents.
3. Coded Data
Here the data is transferred from it's binary input to a zero to four scale, with zero being unhappy with a fe
Zero is used as the base point, as this allows us to easily graph the data for continuous analysis

Feature 1: Feature 2: Feature 3:

Wireless Facial Three day
Charging Recognition battery life
participant_id Functional Dysfunctional Functional Dysfunctional Functional
41782388 2 2 3 1 4
41782390 2 2 3 1 4
41782391 4 2 4 1 4
41782392 1 3 2 4 1
41782393 4 0 4 3 4
41782394 3 3 3 2 2
41782395 4 3 2 2 4
41782396 4 3 0 0 4
41782397 3 4 3 4 4
41782398 4 1 3 2 4
41782399 2 2 1 4 4
41782400 2 2 3 1 4
41782401 1 3 0 3 3
41782403 4 1 2 1 0
41782404 4 2 3 2 4
41782409 3 1 0 3 3
41782410 4 0 3 0 4
41782411 4 4 4 4 4
41782412 3 0 3 1 4
41782413 3 2 1 2 1
41782414 4 3 4 4 3
41782417 3 4 2 2 4
41782418 2 2 3 0 3
41782419 2 4 2 1 1
41782420 1 2 2 2 4
41782421 4 0 4 0 4
41782425 1 1 4 1 4
41782429 3 3 0 0 4
41782431 4 3 4 4 4
41782433 4 4 4 3 4
41782434 4 2 2 2 4
41782435 3 0 4 1 4
41782436 4 0 4 0 0
41782437 3 0 3 0 3
41782438 1 1 1 2 2
41782440 4 0 4 0 4
41782441 4 0 4 0 4
41782442 4 3 2 2 4
41782443 1 2 4 0 4
41782446 3 4 1 2 3
41782450 3 3 3 3 3
41782451 3 2 2 1 3
41782453 1 0 3 3 1
41782454 4 1 4 1 4
41782455 3 0 2 3 4
41782457 4 1 2 1 3
41782458 3 1 0 3 1
41782460 3 0 2 1 4
41782461 3 2 4 1 4
41782462 1 1 2 2 3
41782465 4 1 4 1 4
41782467 4 3 3 3 3
41782468 2 1 3 1 1
41782470 4 1 4 1 4
41782471 3 1 1 2 1
41782472 4 4 4 4 4
41782475 4 0 4 1 4
41782478 3 0 3 1 4
41782479 3 1 3 1 4
41782480 0 1 1 1 1
41782482 4 2 2 2 4
41782484 2 2 3 0 4
41782485 4 1 3 1 4
41782491 0 4 3 2 3
41782493 3 3 1 3 3
41782495 1 3 1 4 1
41782498 2 1 1 1 0
41782499 2 2 2 2 4
41782500 4 0 4 0 4
41782501 4 0 0 2 3
41782502 3 4 1 2 4
41782503 2 2 2 2 2
41782504 3 0 3 0 4
41782508 3 1 2 1 3
41782512 4 1 3 1 4
41782513 4 2 4 3 4
41782516 3 2 1 1 3
41782517 4 0 4 0 4
41782518 4 0 4 4 4
41782519 3 1 4 3 4
41782521 4 0 4 0 4
41782535 2 2 4 1 1
41782537 2 1 0 4 3
41782538 4 1 2 2 4
41782539 4 0 4 0 4
41782540 2 2 0 0 4
41782541 4 0 4 0 4
41782548 3 2 2 1 1
41782549 4 3 4 1 3
41782550 4 3 3 4 3
41782551 4 3 3 2 4
41782555 3 4 3 1 4
41782557 3 1 2 2 4
41782558 3 1 4 2 4
41782559 1 3 1 3 1
41782563 3 4 3 1 3
41782564 3 4 4 3 3
41782565 2 2 0 4 1
41782567 4 2 2 2 4
41782568 2 1 2 1 0
41782570 1 3 3 2 1
41782571 4 0 2 2 1
41782572 2 2 2 2 4
41782576 3 3 3 3 4
41782578 4 1 4 4 4
41782581 4 2 2 2 4
41782582 2 4 2 1 4
41782583 4 2 0 4 4
41798967 4 1 0 4 4
41798968 1 3 1 3 3
41798969 3 1 2 2 2
41798973 1 3 1 3 1
41798974 3 1 2 2 2
41798977 3 3 3 4 4
41798979 4 1 1 2 4
41798981 4 0 4 0 4
41798983 0 1 0 0 3
41798985 4 1 2 2 4
41798986 3 1 3 1 4
41798988 3 0 3 0 4
41798989 4 1 4 0 4
41798991 4 1 3 0 4
41798992 3 0 4 0 0
41798995 3 4 2 1 1
41798998 3 3 3 4 3
41798999 4 2 2 4 1
41799000 4 0 4 0 4
41799002 2 2 2 2 2
41799003 1 2 4 0 2
41799005 4 1 4 4 3
41799006 4 3 4 3 4
41799008 1 4 3 2 4
41799011 3 1 4 0 4
41799014 4 0 4 0 4
41799016 4 1 3 2 4
41799017 3 2 1 0 4
41799020 3 3 4 3 4
41799021 4 0 1 1 4
41799022 4 0 3 0 4
41799023 4 1 4 4 4
41799026 4 3 3 1 3
41799027 2 1 1 4 4
41799028 4 0 4 0 4
41799033 4 1 4 1 4
41799036 4 0 4 1 4
41799039 4 1 2 2 2
41799040 1 2 3 3 3
41799041 2 1 2 1 3
41799042 4 1 1 2 4
41799044 4 3 3 3 4
41799045 3 1 3 0 4
41799046 3 0 4 0 4
41799048 4 0 4 0 4
41799050 3 2 3 1 1
41799051 4 1 4 0 4
41799054 4 3 3 2 4
41799055 1 0 4 0 3
41799057 0 3 1 2 1
41799058 0 0 1 2 3
41799059 4 1 4 1 4
41799060 1 3 2 0 2
41799063 4 2 2 1 4
41799067 0 4 0 4 4
41799069 1 2 0 2 3
41799070 4 1 4 1 4
41799077 3 3 3 0 4
41799080 4 1 4 1 0
41799081 3 0 4 0 4
41799087 4 1 1 3 4
41799090 3 4 1 3 3
41799092 3 0 1 4 4
41799095 4 1 2 2 4
41799096 2 3 3 2 3
41799097 3 0 3 2 4
41799099 4 1 1 4 4
41799100 3 0 3 0 4
41799104 3 0 2 2 3
41799106 4 0 2 1 4
41799111 3 4 4 2 3
41799112 4 0 4 0 4
s given a 1-5 multiple choice question for both the functional and dysfunctional scenario.

with zero being unhappy with a feature and four being loving a feature
or continuous analysis

Feature 6:
Feature 4: Free Feature 5: 100Gb Cloud
Smart Watch Charging Cable Storage
Dysfunctional Functional Dysfunctional Functional Dysfunctional Functional
1 4 4 3 0 4
0 4 2 4 0 4
0 4 2 4 0 4
3 3 0 4 1 2
1 4 3 4 0 4
2 2 3 2 3 2
0 4 1 4 0 2
0 4 0 4 0 4
1 4 3 1 0 3
1 4 0 4 0 4
1 4 2 4 0 2
1 2 2 4 0 4
2 1 3 0 2 0
1 3 3 0 0 1
2 4 3 4 1 4
0 2 2 3 0 4
0 4 1 4 2 3
4 4 3 2 4 3
1 4 1 3 0 3
3 1 2 2 1 3
3 4 4 1 3 4
0 4 0 4 1 3
4 4 1 2 0 1
4 2 4 0 2 3
4 4 2 3 0 2
0 4 1 4 0 4
1 4 1 3 0 4
3 4 3 1 3 3
3 4 3 4 4 3
0 4 0 4 0 4
1 4 2 3 0 4
0 4 2 3 0 4
0 4 0 4 0 4
4 3 3 3 3 3
2 2 1 1 2 1
0 2 2 3 0 4
1 4 1 4 0 4
3 2 3 3 1 4
0 4 1 3 0 4
0 2 1 0 4 2
3 3 2 3 2 2
2 3 2 3 1 4
3 2 1 3 3 1
0 2 2 3 0 4
1 2 3 3 0 2
2 1 1 3 0 2
1 0 3 4 3 4
0 4 2 3 0 4
3 4 2 4 0 4
3 2 2 0 0 0
1 4 1 3 0 3
3 4 3 3 3 4
3 0 2 4 0 4
1 4 1 4 1 4
3 3 3 3 3 3
4 4 4 2 3 1
0 4 0 4 0 4
2 4 2 3 0 2
1 4 1 3 0 4
0 1 2 1 3 4
1 4 2 3 0 4
1 2 2 4 0 3
1 2 3 3 0 4
3 4 0 2 3 1
3 3 3 3 3 3
4 3 3 3 4 3
3 4 3 2 1 3
1 2 2 3 3 4
0 3 0 4 0 4
0 4 2 3 0 2
3 0 3 2 4 3
2 1 1 1 0 2
1 2 2 3 0 3
4 1 3 4 3 4
0 4 1 4 0 4
0 4 2 0 3 4
1 1 3 3 1 1
4 4 0 4 0 4
0 4 1 4 0 4
1 1 1 4 3 4
0 4 1 4 0 4
2 2 1 3 0 3
4 3 2 3 4 4
1 4 1 3 0 4
0 4 0 3 1 4
4 4 4 4 0 4
0 3 1 4 0 4
1 1 1 1 1 1
2 3 1 3 0 2
3 4 3 4 3 3
0 3 0 3 1 3
0 0 4 4 0 4
1 4 1 3 0 4
0 3 2 3 4 3
3 3 1 1 3 3
3 4 2 3 4 3
1 3 4 4 3 4
1 2 2 4 0 2
1 2 2 3 0 4
0 3 2 1 0 2
4 1 3 1 4 4
2 4 3 4 3 3
0 4 1 4 1 3
4 3 3 3 3 3
1 4 1 4 0 3
1 4 1 3 0 4
0 1 2 2 2 3
4 2 2 3 0 4
1 2 2 4 0 4
1 1 3 3 1 3
3 1 2 2 3 2
3 1 3 3 1 1
1 2 2 3 0 2
3 4 3 3 4 3
2 2 2 4 0 4
0 4 3 3 1 4
1 4 2 3 0 4
1 4 1 3 1 4
0 3 1 3 0 4
1 2 2 3 0 2
2 4 1 3 0 4
0 4 4 3 4 4
0 3 0 4 4 4
3 4 2 3 1 1
2 4 3 1 3 1
1 4 3 3 0 4
1 4 0 4 0 4
2 4 2 3 0 2
3 0 1 4 3 2
1 4 1 3 0 4
3 4 3 3 0 4
0 3 1 3 0 3
3 1 3 3 4 0
1 4 1 1 2 4
1 4 1 3 0 1
3 2 1 4 0 2
4 3 3 2 2 4
0 1 1 4 0 4
0 4 0 4 0 4
0 4 0 4 0 3
0 2 4 2 0 4
1 4 1 3 0 3
1 4 2 3 2 2
1 4 2 2 1 4
0 4 1 3 2 4
2 2 2 3 0 4
3 3 3 3 3 3
0 2 2 4 0 2
1 4 3 3 0 3
3 4 0 4 0 4
0 2 1 3 1 4
0 4 0 4 0 4
0 4 1 4 0 4
2 1 2 1 1 0
1 4 1 3 0 4
0 4 0 4 1 4
0 4 2 3 0 4
2 2 3 1 1 2
4 0 1 3 2 4
1 4 3 3 0 4
1 4 1 3 4 2
0 4 1 4 0 4
0 0 4 4 1 2
2 0 2 1 1 0
1 4 1 4 0 4
0 3 0 4 0 3
4 4 0 4 0 4
2 3 0 3 0 4
3 4 3 3 0 4
2 4 3 3 1 2
1 2 2 3 0 4
1 4 2 3 0 4
2 4 4 3 2 3
1 1 1 1 1 4
3 4 1 3 0 4
1 4 3 3 0 4
0 3 1 1 3 3
3 4 0 4 0 4
3 4 3 4 3 4
0 4 1 3 1 3
 Feature 7:
Bluetooth Feature 8: 4K Feature 9:
connectivity Video camera Headphone jack
Dysfunctional Functional Dysfunctional Functional Dysfunctional Functional
1 3 0 2 1 2
2 4 0 4 0 4
1 3 0 2 2 3
0 1 3 0 4 4
0 4 3 4 0 4
3 3 2 2 3 2
2 3 0 4 1 4
0 4 0 4 0 4
2 4 3 4 4 4
1 4 0 4 3 4
2 3 0 3 1 3
1 3 0 3 0 3
1 1 3 4 1 0
2 1 1 1 2 2
3 4 2 4 3 4
1 3 0 4 2 4
0 3 4 3 0 1
3 4 3 3 3 4
1 3 0 3 0 3
1 2 1 4 3 1
3 4 4 4 3 3
0 4 4 4 0 4
3 0 4 2 1 2
1 1 3 4 2 2
2 3 0 4 2 4
1 4 0 3 0 4
1 3 0 3 0 4
4 1 3 3 1 2
4 4 4 3 3 4
0 4 1 4 0 4
1 3 0 4 1 3
1 3 0 0 3 0
0 4 0 4 0 4
3 3 3 3 3 3
2 2 1 1 2 1
0 3 0 1 0 3
0 4 1 4 0 4
3 3 0 4 3 4
1 3 0 2 2 4
3 0 3 1 4 2
2 2 3 2 3 2
2 2 1 3 2 4
1 3 4 3 3 3
1 3 0 3 0 3
2 3 1 4 1 4
2 2 2 2 2 3
3 1 0 3 1 4
1 3 0 3 0 2
1 3 0 4 1 4
0 0 0 0 0 0
0 3 0 4 0 3
3 3 4 3 3 3
0 4 0 1 4 4
0 4 1 4 1 4
3 1 1 3 2 3
3 1 4 2 3 0
0 4 0 4 0 4
2 3 0 2 2 3
0 3 0 4 1 4
3 3 2 3 2 3
2 3 0 4 1 3
0 3 0 0 3 0
1 3 0 2 1 4
3 4 4 4 4 4
3 3 3 3 3 3
3 2 3 3 3 1
4 2 1 0 4 2
2 3 0 4 1 3
0 4 0 4 0 4
1 4 0 3 0 3
4 3 0 4 0 4
2 2 2 2 2 3
1 3 0 2 2 1
1 3 4 3 4 3
2 4 0 3 1 4
2 0 0 4 0 3
3 1 3 1 3 1
0 4 0 3 0 4
0 4 0 4 0 3
3 3 4 4 1 3
4 3 0 3 0 4
0 3 0 3 0 2
3 3 4 3 4 3
1 3 0 4 1 4
0 4 0 4 0 4
0 4 0 4 0 4
0 4 0 4 0 4
2 1 2 3 1 1
3 2 1 3 1 3
4 3 4 4 3 3
0 3 1 3 0 3
1 4 0 4 0 4
1 3 0 4 0 1
2 2 3 3 0 3
1 3 1 3 1 3
1 4 4 3 4 4
2 3 3 4 1 1
2 2 2 2 2 3
2 3 0 4 0 4
1 2 1 2 0 3
3 2 3 2 4 2
3 1 4 4 4 2
0 4 0 4 0 4
3 4 4 4 4 4
1 4 0 4 1 4
1 3 0 4 1 3
0 3 0 1 2 4
3 2 1 4 0 4
1 4 1 4 1 4
1 1 3 3 1 1
3 3 4 1 2 2
3 1 3 1 3 1
2 1 3 4 1 3
3 3 4 4 3 4
1 3 0 2 2 4
1 3 0 4 1 1
2 4 0 4 0 4
1 3 0 4 1 3
1 4 0 4 0 3
2 3 0 2 2 2
3 4 0 4 3 4
1 3 0 4 1 3
0 4 0 4 0 4
2 3 4 4 3 1
3 3 4 4 3 1
3 3 0 3 0 2
1 4 0 4 0 4
2 0 3 2 2 0
1 4 0 3 2 1
1 3 0 3 0 1
3 3 0 4 3 3
2 1 1 4 0 3
4 3 4 3 0 3
1 3 0 4 0 4
1 3 0 4 1 4
3 0 1 3 4 2
3 4 1 4 1 3
1 4 0 4 0 4
0 4 1 4 1 4
0 4 2 4 0 4
1 3 1 4 0 4
3 4 0 4 1 3
2 4 0 4 0 3
1 2 1 3 3 1
0 4 0 3 0 4
1 3 0 2 2 3
3 3 3 3 3 3
2 4 0 2 2 3
0 3 0 4 0 3
0 4 0 4 0 3
1 4 0 1 2 2
0 4 0 4 0 3
1 4 0 4 1 4
1 4 1 4 4 4
1 3 0 4 1 3
0 3 2 0 4 2
2 3 2 4 0 3
1 1 2 2 1 1
0 2 1 3 4 0
1 3 0 3 0 3
2 3 3 2 3 2
1 4 0 4 1 4
2 2 2 3 1 4
2 3 2 0 1 0
1 4 0 4 1 4
0 3 0 1 0 4
0 4 0 4 0 4
1 3 0 4 1 3
1 3 1 4 3 3
4 3 3 3 2 3
3 4 0 4 1 4
1 3 0 4 1 3
3 3 3 2 4 1
1 2 2 4 1 1
0 3 0 4 0 3
3 3 0 3 0 4
1 3 1 4 2 4
0 4 0 3 4 4
3 4 3 3 3 4
0 4 0 4 0 4
 Feature 10:
Web browser
Dysfunctional Functional Dysfunctional
1 3 0
1 3 0
0 3 0
2 0 2
0 4 0
3 2 3
2 3 0
0 4 0
3 4 1
0 4 0
3 4 0
0 3 0
3 1 3
2 1 0
2 4 0
2 2 2
1 2 2
2 3 4
0 3 0
2 4 0
4 4 4
0 3 1
3 3 1
3 1 2
0 2 2
1 4 0
1 3 0
4 2 1
3 4 3
0 4 0
0 3 0
3 0 3
0 4 0
3 3 3
1 1 1
0 3 0
0 4 1
0 3 2
3 3 0
3 3 0
1 3 2
1 4 3
4 3 3
0 3 0
0 2 2
0 3 2
3 1 3
3 2 2
1 3 0
0 1 1
0 3 0
3 4 3
0 4 0
2 1 1
2 3 3
3 2 4
1 4 0
1 3 3
1 3 0
4 3 3
0 3 0
4 3 0
0 3 0
4 4 4
3 3 3
3 3 4
3 1 0
0 3 0
0 4 0
0 3 0
0 3 3
0 3 0
1 3 0
2 3 4
0 3 1
0 4 2
3 3 1
0 4 0
0 3 0
0 3 1
0 4 0
1 3 0
4 4 2
0 3 0
0 4 0
0 2 2
0 4 0
3 1 1
0 3 1
4 2 3
0 3 0
0 4 1
0 3 0
0 3 2
1 3 1
3 3 2
3 1 3
1 2 2
0 4 0
1 1 2
3 3 4
3 4 1
0 4 0
4 4 1
0 2 2
0 3 0
1 3 0
1 3 0
0 4 0
3 3 1
3 2 3
3 3 1
0 3 0
3 4 3
1 3 0
0 3 0
3 0 0
1 3 1
0 3 0
2 3 0
0 4 0
3 0 3
0 4 0
4 4 1
3 3 4
2 3 3
0 4 0
3 3 0
0 3 4
4 3 0
0 3 0
0 4 0
1 3 1
1 3 0
1 3 0
1 0 4
2 4 1
0 4 0
0 4 0
0 4 0
1 4 3
0 1 1
0 3 0
4 3 0
0 2 1
0 3 1
3 3 3
0 2 2
0 3 0
0 3 0
2 4 0
1 4 0
1 4 0
3 4 4
0 3 0
2 1 2
0 3 2
2 2 2
1 3 2
0 3 0
1 1 0
2 2 2
1 2 2
2 1 3
0 4 0
0 4 0
0 4 4
0 3 0
0 3 0
3 2 3
0 3 0
1 3 1
2 3 4
2 3 1
0 3 0
1 3 0
0 4 0
0 4 0
3 4 3
0 4 0
 A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice questio
This template supports up to 30 features, and 5000 respondents.

4. Look Up Table

Feature 1: Feature 2: Feature 3:

Wireless Facial Three day Feature 4: Free Feature 5:
participant_id Charging Recognition battery life Smart Watch Charging Cable
41782388 Indifferent Indifferent Attractive Questionable Must-be
41782390 Indifferent Indifferent One-Dimensional Attractive One-Dimensional
41782391 Attractive Attractive One-Dimensional Attractive One-Dimensional
41782392 Indifferent Reverse Indifferent Must-be Attractive
41782393One-Dimensional Attractive Attractive Attractive One-Dimensional
41782394 Indifferent Indifferent Indifferent Indifferent Indifferent
41782395 Attractive Indifferent One-Dimensional Attractive One-Dimensional
41782396 Attractive Questionable One-DimensionalOne-DimensionalOne-Dimensional
41782397 Reverse Reverse Attractive Attractive Must-be
41782398 Attractive Indifferent Attractive One-DimensionalOne-Dimensional
41782399 Indifferent Reverse Attractive Attractive One-Dimensional
41782400 Indifferent Indifferent Attractive Indifferent One-Dimensional
41782401 Indifferent Reverse Indifferent Indifferent Reverse
41782403 Attractive Indifferent Reverse Indifferent Questionable
41782404 Attractive Indifferent Attractive Attractive Attractive
41782409 Indifferent Reverse Must-be Indifferent Must-be
41782410One-Dimensional Must-be One-Dimensional Attractive Attractive
41782411 Questionable Questionable Questionable Attractive Reverse
41782412 Must-be Indifferent Attractive Attractive Must-be
41782413 Indifferent Indifferent Indifferent Indifferent Indifferent
41782414 Attractive Questionable Indifferent Questionable Indifferent
41782417 Reverse Indifferent One-DimensionalOne-Dimensional Attractive
41782418 Indifferent Must-be Reverse Attractive Must-be
41782419 Reverse Indifferent Reverse Reverse Reverse
41782420 Indifferent Indifferent Questionable Attractive Must-be
41782421One-DimensionalOne-DimensionalOne-Dimensional Attractive One-Dimensional
41782425 Indifferent Attractive Attractive Attractive Must-be
41782429 Indifferent Questionable Attractive Attractive Indifferent
41782431 Attractive Questionable Attractive Attractive Questionable
41782433 Questionable Attractive One-DimensionalOne-DimensionalOne-Dimensional
41782434 Attractive Indifferent Attractive Attractive Must-be
41782435 Must-be Attractive One-Dimensional Attractive Must-be
41782436One-DimensionalOne-Dimensional Questionable One-DimensionalOne-Dimensional
41782437 Must-be Must-be Reverse Indifferent Indifferent
41782438 Indifferent Indifferent Indifferent Indifferent Indifferent
41782440One-Dimensional
O ne-Dimensional
O ne-Dimensional Indifferent Must-be
41782441One-DimensionalOne-Dimensional Attractive Attractive One-Dimensional
41782442 Attractive Indifferent Attractive Indifferent Indifferent
41782443 Indifferent One-DimensionalOne-Dimensional Attractive Must-be
41782446 Reverse Indifferent Must-be Indifferent Reverse
41782450 Indifferent Indifferent Indifferent Indifferent Indifferent
41782451 Indifferent Indifferent Indifferent Indifferent Indifferent
41782453 Must-be Indifferent Indifferent Indifferent Indifferent
41782454 Attractive Attractive One-Dimensional Indifferent Must-be
41782455 Must-be Indifferent Attractive Indifferent Must-be
41782457 Attractive Indifferent Indifferent Indifferent Must-be
41782458 Indifferent Reverse Indifferent Reverse Attractive
41782460 Must-be Indifferent One-Dimensional Attractive Must-be
41782461 Indifferent Attractive Attractive Attractive One-Dimensional
41782462 Indifferent Indifferent Indifferent Indifferent Questionable
41782465 Attractive Attractive Attractive Attractive Must-be
41782467 Attractive Indifferent Indifferent Attractive Indifferent
41782468 Indifferent Indifferent Indifferent Reverse One-Dimensional
41782470 Attractive Attractive Attractive Attractive Attractive
41782471 Indifferent Indifferent Indifferent Indifferent Indifferent
41782472 Questionable Questionable Questionable Questionable Indifferent
41782475One-Dimensional Attractive One-DimensionalOne-DimensionalOne-Dimensional
41782478 Must-be Indifferent Attractive Attractive Must-be
41782479 Indifferent Indifferent Attractive Attractive Must-be
41782480 Reverse Indifferent Must-be Indifferent Indifferent
41782482 Attractive Indifferent Attractive Attractive Must-be
41782484 Indifferent Must-be Attractive Indifferent One-Dimensional
41782485 Attractive Indifferent Attractive Indifferent Must-be
41782491 Reverse Indifferent Indifferent One-Dimensional Indifferent
41782493 Indifferent Indifferent Indifferent Indifferent Indifferent
41782495 Indifferent Reverse Reverse Indifferent Reverse
41782498 Indifferent Indifferent Reverse Attractive Indifferent
41782499 Indifferent Indifferent Attractive Indifferent Indifferent
41782500One-DimensionalOne-DimensionalOne-Dimensional Must-be One-Dimensional
41782501One-Dimensional Reverse Must-be Attractive Must-be
41782502 Reverse Indifferent Attractive Reverse Reverse
41782503 Indifferent Indifferent Indifferent Indifferent Must-be
41782504 Must-be Must-be Attractive Indifferent Must-be
41782508 Indifferent Indifferent Reverse Indifferent Attractive
41782512 Attractive Indifferent One-Dimensional Attractive One-Dimensional
41782513 Attractive Attractive One-Dimensional Attractive Reverse
41782516 Indifferent Indifferent Indifferent Indifferent Indifferent
41782517One-Dimensional
O ne-Dimensional Questionable One-DimensionalOne-Dimensional
41782518One-Dimensional Questionable One-Dimensional Attractive One-Dimensional
41782519 Indifferent Attractive Attractive Indifferent Attractive
41782521One-DimensionalOne-DimensionalOne-Dimensional Attractive One-Dimensional
41782535 Indifferent Attractive Indifferent Indifferent Must-be
41782537 Indifferent Reverse Reverse Indifferent Reverse
41782538 Attractive Indifferent Attractive Attractive Must-be
41782539One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional Indifferent
41782540 Indifferent Questionable Questionable Questionable One-Dimensional
41782541One-DimensionalOne-DimensionalOne-Dimensional Indifferent One-Dimensional
41782548 Indifferent Indifferent Indifferent Indifferent Indifferent
41782549 Attractive Attractive Indifferent Indifferent Must-be
41782550 Attractive Reverse Indifferent Attractive Attractive
41782551 Attractive Indifferent One-Dimensional Must-be Indifferent
41782555 Reverse Indifferent One-Dimensional Reverse One-Dimensional
41782557 Indifferent Indifferent Attractive Attractive Must-be
41782558 Indifferent Attractive One-Dimensional Indifferent Reverse
41782559 Indifferent Indifferent Indifferent Indifferent Indifferent
41782563 Reverse Indifferent Indifferent Attractive Reverse
41782564 Reverse Attractive Indifferent Reverse Attractive
41782565 Indifferent Reverse Indifferent Indifferent One-Dimensional
41782567 Attractive Indifferent Attractive Indifferent Must-be
41782568 Indifferent Indifferent Questionable Indifferent Must-be
41782570 Indifferent Indifferent Reverse Indifferent Reverse
41782571One-Dimensional Indifferent Indifferent Attractive Attractive
41782572 Indifferent Indifferent One-Dimensional Attractive Attractive
41782576 Indifferent Indifferent Questionable Indifferent Indifferent
41782578 Attractive Questionable Attractive Attractive One-Dimensional
41782581 Attractive Indifferent Attractive Attractive Must-be
41782582 Reverse Indifferent One-Dimensional Indifferent Indifferent
41782583 Attractive Reverse Questionable Indifferent Must-be
41798967 Attractive Reverse Attractive Indifferent One-Dimensional
41798968 Indifferent Indifferent Indifferent Indifferent Indifferent
41798969 Indifferent Indifferent Indifferent Indifferent Indifferent
41798973 Indifferent Indifferent Indifferent Indifferent Indifferent
41798974 Indifferent Indifferent Indifferent Indifferent Must-be
41798977 Indifferent Reverse Attractive Attractive Reverse
41798979 Attractive Indifferent Attractive Indifferent One-Dimensional
41798981One-DimensionalOne-DimensionalOne-Dimensional Attractive Indifferent
41798983 Reverse Questionable Indifferent Attractive Must-be
41798985 Attractive Indifferent Attractive Attractive Indifferent
41798986 Indifferent Indifferent One-Dimensional Indifferent Must-be
41798988 Must-be Must-be Attractive Indifferent Must-be
41798989 Attractive One-Dimensional Attractive Attractive Must-be
41798991 Attractive Must-be One-Dimensional Questionable Reverse
41798992 Must-be One-Dimensional Questionable Must-be Questionable
41798995 Reverse Indifferent Indifferent Attractive Indifferent
41798998 Indifferent Reverse Indifferent Attractive Indifferent
41798999 Attractive Reverse Indifferent Attractive Must-be
41799000One-DimensionalOne-Dimensional Attractive One-DimensionalOne-Dimensional
41799002 Indifferent Indifferent Indifferent Attractive Must-be
41799003 Indifferent One-Dimensional Indifferent Reverse Attractive
41799005 Attractive Questionable Indifferent Attractive Must-be
41799006 Attractive Attractive Attractive Attractive Must-be
41799008 Reverse Indifferent One-Dimensional Indifferent Must-be
41799011 Indifferent One-Dimensional Attractive Indifferent Reverse
41799014One-DimensionalOne-Dimensional Attractive Attractive Indifferent
41799016 Attractive Indifferent Attractive Attractive Must-be
41799017 Indifferent Must-be Attractive Indifferent One-Dimensional
41799020 Indifferent Attractive Questionable Indifferent Indifferent
41799021One-Dimensional Indifferent One-Dimensional Indifferent One-Dimensional
41799022One-Dimensional Must-be One-DimensionalOne-DimensionalOne-Dimensional
41799023 Attractive Questionable One-DimensionalOne-DimensionalOne-Dimensional
41799026 Attractive Indifferent Must-be Reverse Must-be
41799027 Indifferent Reverse Attractive Attractive Must-be
41799028One-DimensionalOne-Dimensional Attractive Attractive Indifferent
41799033 Attractive Attractive Attractive Attractive Indifferent
41799036One-Dimensional Attractive One-Dimensional Attractive Indifferent
41799039 Attractive Indifferent Indifferent Indifferent Must-be
41799040 Indifferent Indifferent Indifferent Indifferent Indifferent
41799041 Indifferent Indifferent Must-be Indifferent One-Dimensional
41799042 Attractive Indifferent Attractive Attractive Must-be
41799044 Attractive Indifferent Attractive One-Dimensional
O ne-Dimensional
41799045 Indifferent Must-be One-Dimensional Indifferent Indifferent
41799046 Must-be One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
41799048One-DimensionalOne-DimensionalOne-Dimensional Attractive One-Dimensional
41799050 Indifferent Indifferent Indifferent Indifferent Indifferent
41799051 Attractive One-Dimensional Attractive Attractive Must-be
41799054 Attractive Indifferent One-DimensionalOne-Dimensional Attractive
41799055 Must-be One-Dimensional Must-be Attractive Must-be
41799057 Reverse Indifferent Indifferent Indifferent Indifferent
41799058 Questionable Indifferent Reverse Reverse Indifferent
41799059 Attractive Attractive Attractive Attractive Must-be
41799060 Indifferent Must-be Indifferent Attractive Reverse
41799063 Attractive Indifferent One-Dimensional Attractive One-Dimensional
41799067 Reverse Reverse One-Dimensional Reverse Attractive
41799069 Indifferent Reverse Indifferent Reverse Indifferent
41799070 Attractive Attractive Attractive Attractive One-Dimensional
41799077 Indifferent Must-be One-Dimensional Must-be One-Dimensional
41799080 Attractive Attractive Reverse One-DimensionalOne-Dimensional
41799081 Must-be One-Dimensional Attractive Must-be Must-be
41799087 Attractive Indifferent Attractive Attractive Must-be
41799090 Reverse Indifferent Indifferent Attractive Indifferent
41799092 Must-be Reverse Attractive Indifferent Must-be
41799095 Attractive Indifferent Attractive Attractive Must-be
41799096 Indifferent Indifferent Indifferent Questionable Indifferent
41799097 Must-be Indifferent Attractive Indifferent Indifferent
41799099 Attractive Reverse Attractive Attractive Must-be
41799100 Must-be Must-be Attractive Attractive Must-be
41799104 Must-be Indifferent Must-be Indifferent Indifferent
41799106One-Dimensional Indifferent Attractive One-DimensionalOne-Dimensional
41799111 Reverse Attractive Indifferent Attractive Attractive
41799112One-DimensionalOne-DimensionalOne-Dimensional Attractive Indifferent
s given a 1-5 multiple choice question for both the functional and dysfunctional scenario.

Feature 6: Feature 7:
100Gb Cloud Bluetooth Feature 8: 4K Feature 9: Feature 10:
Storage connectivity Video camera Headphone jack Web browser
Attractive Must-be Indifferent Indifferent Must-be
Attractive One-DimensionalOne-Dimensional Attractive Must-be
Attractive Must-be Indifferent Must-be Must-be
Must-be Indifferent Reverse Attractive Reverse
One-Dimensional Attractive One-DimensionalOne-DimensionalOne-Dimensional
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Must-be Attractive Attractive Must-be
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Attractive Questionable Attractive Attractive
Attractive One-Dimensional Attractive One-DimensionalOne-Dimensional
Indifferent Must-be Indifferent Indifferent One-Dimensional
Attractive Must-be Must-be Must-be Must-be
Reverse Indifferent Attractive Reverse Indifferent
Indifferent Indifferent Indifferent Indifferent Must-be
Attractive Attractive Attractive Attractive One-Dimensional
Attractive Must-be Attractive Attractive Indifferent
Must-be Reverse Must-be Indifferent Indifferent
Indifferent Attractive Indifferent Attractive Reverse
Indifferent Must-be Must-be Must-be Must-be
Indifferent Indifferent Attractive Indifferent One-Dimensional
Attractive Questionable Attractive Reverse Questionable
Must-be Questionable One-DimensionalOne-Dimensional Indifferent
Indifferent Reverse Indifferent Indifferent Indifferent
Indifferent Indifferent Attractive Indifferent Indifferent
Indifferent Must-be Attractive One-Dimensional Indifferent
 Attractive One-Dimensional Must-be Attractive One-Dimensional
Attractive Must-be Must-be Attractive Must-be
Reverse Indifferent Indifferent Reverse Indifferent
Reverse Questionable Indifferent Attractive Attractive
One-Dimensional Attractive One-DimensionalOne-DimensionalOne-Dimensional
Attractive Must-be Attractive Must-be Must-be
Attractive Must-be Reverse Reverse Reverse
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
One-Dimensional Must-be Must-be Must-be Must-be
One-Dimensional Attractive One-DimensionalOne-Dimensional Attractive
Attractive Must-be Attractive One-Dimensional Indifferent
Attractive Must-be Indifferent Attractive Must-be
Indifferent Reverse Reverse Indifferent Must-be
Indifferent Indifferent Indifferent Indifferent Indifferent
Attractive Indifferent Indifferent Attractive Attractive
Indifferent Reverse Indifferent Reverse Indifferent
Attractive Must-be Must-be Must-be Must-be
Indifferent Indifferent Attractive One-Dimensional Indifferent
Indifferent Indifferent Indifferent Must-be Indifferent
Attractive Must-be Indifferent Attractive Indifferent
Attractive Must-be Must-be Indifferent Indifferent
Attractive Must-be Attractive Attractive Must-be
Questionable Questionable Questionable Questionable Indifferent
Must-be Must-be One-Dimensional Must-be Must-be
Attractive Reverse Indifferent Indifferent Attractive
One-DimensionalOne-Dimensional Reverse One-DimensionalOne-Dimensional
One-Dimensional Attractive Attractive Attractive Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Reverse Indifferent Reverse Reverse
One-DimensionalOne-DimensionalOne-Dimensional Attractive One-Dimensional
Indifferent Must-be Indifferent Indifferent Indifferent
One-Dimensional Must-be Attractive Attractive Must-be
Attractive Indifferent Indifferent Reverse Indifferent
Attractive Must-be Attractive Must-be Must-be
Must-be Must-be Reverse Reverse Must-be
Attractive Must-be Indifferent One-Dimensional Must-be
Indifferent Questionable Questionable Questionable Questionable
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Indifferent Indifferent Indifferent Reverse
Reverse Indifferent Reverse Indifferent Must-be
Attractive Must-be Attractive Must-be Must-be
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent One-Dimensional Must-be Must-be Must-be
Reverse Must-be One-DimensionalOne-Dimensional Indifferent
Indifferent Indifferent Indifferent Must-be Must-be
 Indifferent Must-be Indifferent Indifferent Must-be
Attractive Reverse Reverse Indifferent Reverse
Attractive One-Dimensional Indifferent One-Dimensional Indifferent
Attractive Questionable One-Dimensional Must-be Attractive
Indifferent Indifferent Indifferent Indifferent Indifferent
One-DimensionalOne-Dimensional Must-be One-DimensionalOne-Dimensional
One-DimensionalOne-DimensionalOne-Dimensional Must-be Must-be
Attractive Reverse Attractive Must-be Indifferent
Questionable Must-be Must-be One-DimensionalOne-Dimensional
Must-be Must-be Must-be Indifferent Must-be
Attractive Reverse Reverse Reverse Attractive
Attractive Must-be Attractive One-Dimensional Must-be
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional Indifferent
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Indifferent Indifferent Must-be Indifferent
Reverse Reverse Attractive Reverse Indifferent
Must-be Indifferent Must-be Must-be Must-be
Attractive One-DimensionalOne-DimensionalOne-Dimensional Attractive
Attractive Must-be One-Dimensional Must-be Must-be
Indifferent Indifferent Must-be Must-be Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Questionable Reverse Attractive Indifferent
Attractive Indifferent Attractive Indifferent Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
Attractive Must-be One-DimensionalOne-DimensionalOne-Dimensional
Indifferent Indifferent Must-be Indifferent Indifferent
Attractive Indifferent Reverse Indifferent Reverse
Indifferent Reverse Questionable Indifferent Attractive
Must-be One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Questionable Questionable Questionable Attractive
Indifferent One-Dimensional Attractive One-Dimensional Indifferent
Attractive Must-be Attractive Must-be Must-be
Must-be Must-be Indifferent Attractive Must-be
Attractive Indifferent One-Dimensional Attractive Must-be
Attractive Attractive Attractive One-DimensionalOne-Dimensional
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Reverse Indifferent Indifferent Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent Indifferent Attractive Must-be Must-be
Indifferent Reverse Attractive Attractive Attractive
Attractive Must-be Indifferent Attractive Must-be
Attractive Must-be Attractive Must-be Must-be
Attractive One-DimensionalOne-Dimensional Attractive Questionable
Attractive Must-be Attractive Indifferent Indifferent
Attractive One-DimensionalOne-Dimensional Must-be Must-be
 Indifferent Must-be Indifferent Indifferent Must-be
Attractive One-Dimensional Attractive One-DimensionalOne-Dimensional
Attractive Must-be Attractive Indifferent Reverse
One-DimensionalOne-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Reverse Attractive Reverse Attractive
Indifferent Reverse Attractive Indifferent Reverse
Attractive Must-be Must-be Indifferent Indifferent
Attractive One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
Indifferent Reverse Indifferent Reverse Must-be
Indifferent One-Dimensional Indifferent Must-be Reverse
Attractive Must-be Must-be Reverse Must-be
Attractive Must-be Attractive Must-be Must-be
Indifferent Indifferent One-Dimensional Must-be One-Dimensional
Reverse Reverse Must-be Indifferent Indifferent
Attractive Must-be One-Dimensional Attractive Must-be
Indifferent Must-be Attractive Attractive Must-be
Indifferent Reverse Reverse Indifferent Reverse
Attractive Attractive Attractive Indifferent Attractive
Attractive One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
One-Dimensional Attractive Attractive One-DimensionalOne-Dimensional
Must-be Attractive One-DimensionalOne-DimensionalOne-Dimensional
Attractive Indifferent One-Dimensional Attractive Attractive
Indifferent One-Dimensional Attractive Must-be Indifferent
Indifferent One-DimensionalOne-Dimensional Must-be Must-be
Attractive Indifferent Indifferent Reverse Must-be
One-DimensionalOne-Dimensional Must-be One-Dimensional Indifferent
Attractive Must-be Indifferent Must-be Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
Indifferent One-Dimensional Indifferent Must-be Indifferent
Must-be Must-be One-Dimensional Must-be Must-be
One-DimensionalOne-DimensionalOne-Dimensional Must-be Must-be
Attractive One-Dimensional Indifferent Indifferent One-Dimensional
One-DimensionalOne-DimensionalOne-Dimensional Indifferent One-Dimensional
Attractive One-Dimensional Attractive Attractive One-Dimensional
Reverse Attractive Questionable Attractive Questionable
Attractive Must-be Attractive Must-be Must-be
One-Dimensional Indifferent Reverse Indifferent Indifferent
Attractive Indifferent One-Dimensional Must-be Indifferent
Indifferent Indifferent Indifferent Indifferent Indifferent
One-Dimensional Indifferent Reverse Reverse Indifferent
Attractive Must-be Must-be Must-be Must-be
Indifferent Indifferent Indifferent Indifferent Must-be
Attractive One-Dimensional Attractive Attractive Indifferent
Indifferent Indifferent Indifferent Attractive Indifferent
Reverse Indifferent Reverse Reverse Indifferent
Attractive One-Dimensional Attractive One-DimensionalOne-Dimensional
Must-be Must-be Must-be One-DimensionalOne-Dimensional
One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional Questionable
Attractive Must-be Attractive Must-be Must-be
Attractive Indifferent Attractive Must-be Must-be
Reverse Indifferent Indifferent Indifferent Indifferent
Attractive One-Dimensional Attractive One-Dimensional Must-be
Attractive Must-be Attractive Indifferent Indifferent
Indifferent Indifferent Reverse Indifferent Reverse
Attractive Indifferent Attractive Indifferent Indifferent
One-Dimensional Must-be One-Dimensional Must-be Must-be
Attractive Must-be Must-be Attractive Must-be
Indifferent Indifferent Attractive One-DimensionalOne-Dimensional
One-DimensionalOne-Dimensional Reverse One-DimensionalOne-Dimensional
Attractive Attractive Indifferent Attractive Attractive
Must-be One-DimensionalOne-DimensionalOne-DimensionalOne-Dimensional
A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice question for bo
This template supports up to 30 features, and 5000 respondents.

5. Classification Matrix
The responses are now summed for each question and each feature. This allows us to find the most common classifi

Feature 1: Feature 2: Feature 3:

Wireless Facial Three day Feature 4: Free Feature 5:
Charging Recognition battery life Smart Watch Charging Cable
Must-be 17 13 8 6 55
Performance 0 0 0 0 0
Attractive 51 24 60 74 16
Indifferent 65 86 48 66 48
Reverse 18 21 11 11 15
Questionable 4 12 11 6 4
tiple choice question for both the functional and dysfunctional scenario.

the most common classification given to each feature.

Feature 6: Feature 7:
100Gb Cloud Bluetooth Feature 8: 4K Feature 9: Feature 10:
Storage connectivity Video camera Headphone jack Web browser
13 53 22 38 54
0 0 0 0 0
69 13 47 32 15
60 49 51 51 60
10 18 16 16 12
2 8 6 3 5
A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice question for both
This template supports up to 30 features, and 5000 respondents.

6. Discrete Output
Discrete analysis is the most commonly used method of classification for Kano modelling
For each feature, we find the average percent of respondents that gave it each of the available classifications.
We can then categorise each feature into the most common classification that it have been given

Feature Must-be Performance Attractive

Feature 1: Wireless Charging 9% 0% 28%
Feature 2: Facial Recognition 7% 0% 13%
Feature 3: Three day battery life 4% 0% 33%
Feature 4: Free Smart Watch 3% 0% 41%
Feature 5: Charging Cable 31% 0% 9%
Feature 6: 100Gb Cloud Storage 7% 0% 38%
Feature 7: Bluetooth connectivity 29% 0% 7%
Feature 8: 4K Video camera 12% 0% 26%
Feature 9: Headphone jack 21% 0% 18%
Feature 10: Web browser 30% 0% 8%
hoice question for both the functional and dysfunctional scenario.

classifications.

Indifferent Reverse Questionable Category Key

36% 10% 2% Indifferent Attractive
48% 12% 7% Indifferent Must-be
27% 6% 6% Attractive Performance
37% 6% 3% Attractive Questionable
27% 8% 2% Must-be Indifferent
33% 6% 1% Attractive Reverse
27% 10% 4% Must-be
28% 9% 3% Indifferent
28% 9% 2% Indifferent
33% 7% 3% Indifferent
Often called delighters these are features that customers do not expect, but make them very happy
These needs are hard requirements, if you do not meet these requirements your product will fail
Sometimes referred to as one-dimensional these are features that simply increase satisfaction the more they are fulfilled
This category is for responses that are not logical, for example satisfaction increasing when a feature is both added and remov
These are features that a respondent does not necessarily care about, including or excluding does not increase satisfaction
Reverse features refer to features that result is dissatisfaction when implemented.
he more they are fulfilled
ture is both added and removed
es not increase satisfaction
A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice question for bo
This template supports up to 30 features, and 5000 respondents.

7. Continuous Analysis
Continuous analysis is also a useful tool to classify product features.

To perform continuous analysis, each response type needs to assigned a numerical value ranging from 0 to 4.
The new values that the respsonse types are mapped to are displayed below

Like it Expect it Neutral Tolerate it

Discrete 4 3 2 1
Continuous 4 2 0 -1
(Functional)
Continuous -2 -1 0 2
(Dysfunctional)

The above scale is designed asymetrically, to emphasize positive responses (Liking functionality/disliking dysfunction

Feature 1: Feature 2:
Wireless Facial
Charging Recognition
participant_id Functional Dysfunctional Functional Dysfunctional
41782388 0 0 2 2
41782390 0 0 2 2
41782391 4 0 4 2
41782392 -1 -1 0 -2
41782393 4 4 4 -1
41782394 2 -1 2 0
41782395 4 -1 0 0
41782396 4 -1 -2 4
41782397 2 -2 2 -2
41782398 4 2 2 0
41782399 0 0 -1 -2
41782400 0 0 2 2
41782401 -1 -1 -2 -1
41782403 4 2 0 2
41782404 4 0 2 0
41782409 2 2 -2 -1
41782410 4 4 2 4
41782411 4 -2 4 -2
41782412 2 4 2 2
41782413 2 0 -1 0
41782414 4 -1 4 -2
41782417 2 -2 0 0
41782418 0 0 2 4
41782419 0 -2 0 2
41782420 -1 0 0 0
41782421 4 4 4 4
41782425 -1 2 4 2
41782429 2 -1 -2 4
41782431 4 -1 4 -2
41782433 4 -2 4 -1
41782434 4 0 0 0
41782435 2 4 4 2
41782436 4 4 4 4
41782437 2 4 2 4
41782438 -1 2 -1 0
41782440 4 4 4 4
41782441 4 4 4 4
41782442 4 -1 0 0
41782443 -1 0 4 4
41782446 2 -2 -1 0
41782450 2 -1 2 -1
41782451 2 0 0 2
41782453 -1 4 2 -1
41782454 4 2 4 2
41782455 2 4 0 -1
41782457 4 2 0 2
41782458 2 2 -2 -1
41782460 2 4 0 2
41782461 2 0 4 2
41782462 -1 2 0 0
41782465 4 2 4 2
41782467 4 -1 2 -1
41782468 0 2 2 2
41782470 4 2 4 2
41782471 2 2 -1 0
41782472 4 -2 4 -2
41782475 4 4 4 2
41782478 2 4 2 2
41782479 2 2 2 2
41782480 -2 2 -1 2
41782482 4 0 0 0
41782484 0 0 2 4
41782485 4 2 2 2
41782491 -2 -2 2 0
41782493 2 -1 -1 -1
41782495 -1 -1 -1 -2
41782498 0 2 -1 2
41782499 0 0 0 0
41782500 4 4 4 4
41782501 4 4 -2 0
41782502 2 -2 -1 0
41782503 0 0 0 0
41782504 2 4 2 4
41782508 2 2 0 2
41782512 4 2 2 2
41782513 4 0 4 -1
41782516 2 0 -1 2
41782517 4 4 4 4
41782518 4 4 4 -2
41782519 2 2 4 -1
41782521 4 4 4 4
41782535 0 0 4 2
41782537 0 2 -2 -2
41782538 4 2 0 0
41782539 4 4 4 4
41782540 0 0 -2 4
41782541 4 4 4 4
41782548 2 0 0 2
41782549 4 -1 4 2
41782550 4 -1 2 -2
41782551 4 -1 2 0
41782555 2 -2 2 2
41782557 2 2 0 0
41782558 2 2 4 0
41782559 -1 -1 -1 -1
41782563 2 -2 2 2
41782564 2 -2 4 -1
41782565 0 0 -2 -2
41782567 4 0 0 0
41782568 0 2 0 2
41782570 -1 -1 2 0
41782571 4 4 0 0
41782572 0 0 0 0
41782576 2 -1 2 -1
41782578 4 2 4 -2
41782581 4 0 0 0
41782582 0 -2 0 2
41782583 4 0 -2 -2
41798967 4 2 -2 -2
41798968 -1 -1 -1 -1
41798969 2 2 0 0
41798973 -1 -1 -1 -1
41798974 2 2 0 0
41798977 2 -1 2 -2
41798979 4 2 -1 0
41798981 4 4 4 4
41798983 -2 2 -2 4
41798985 4 2 0 0
41798986 2 2 2 2
41798988 2 4 2 4
41798989 4 2 4 4
41798991 4 2 2 4
41798992 2 4 4 4
41798995 2 -2 0 2
41798998 2 -1 2 -2
41798999 4 0 0 -2
41799000 4 4 4 4
41799002 0 0 0 0
41799003 -1 0 4 4
41799005 4 2 4 -2
41799006 4 -1 4 -1
41799008 -1 -2 2 0
41799011 2 2 4 4
41799014 4 4 4 4
41799016 4 2 2 0
41799017 2 0 -1 4
41799020 2 -1 4 -1
41799021 4 4 -1 2
41799022 4 4 2 4
41799023 4 2 4 -2
41799026 4 -1 2 2
41799027 0 2 -1 -2
41799028 4 4 4 4
41799033 4 2 4 2
41799036 4 4 4 2
41799039 4 2 0 0
41799040 -1 0 2 -1
41799041 0 2 0 2
41799042 4 2 -1 0
41799044 4 -1 2 -1
41799045 2 2 2 4
41799046 2 4 4 4
41799048 4 4 4 4
41799050 2 0 2 2
41799051 4 2 4 4
41799054 4 -1 2 0
41799055 -1 4 4 4
41799057 -2 -1 -1 0
41799058 -2 4 -1 0
41799059 4 2 4 2
41799060 -1 -1 0 4
41799063 4 0 0 2
41799067 -2 -2 -2 -2
41799069 -1 0 -2 0
41799070 4 2 4 2
41799077 2 -1 2 4
41799080 4 2 4 2
41799081 2 4 4 4
41799087 4 2 -1 -1
41799090 2 -2 -1 -1
41799092 2 4 -1 -2
41799095 4 2 0 0
41799096 0 -1 2 0
41799097 2 4 2 0
41799099 4 2 -1 -2
41799100 2 4 2 4
41799104 2 4 0 0
41799106 4 4 0 2
41799111 2 -2 4 0
41799112 4 4 4 4
en a 1-5 multiple choice question for both the functional and dysfunctional scenario.

erical value ranging from 0 to 4.

Dislike it
0

-2

king functionality/disliking dysfunctionality)

Feature 3:
Three day Feature 4: Free Feature 5:
battery life Smart Watch Charging Cable
Functional Dysfunctional Functional Dysfunctional Functional Dysfunctional
4 2 4 -2 2 4
4 4 4 0 4 4
4 4 4 0 4 4
-1 -1 2 4 4 2
4 2 4 -1 4 4
0 0 0 -1 0 -1
4 4 4 2 4 4
4 4 4 4 4 4
4 2 4 -1 -1 4
4 2 4 4 4 4
4 2 4 0 4 4
4 2 0 0 4 4
2 0 -1 -1 -2 0
-2 2 2 -1 -2 4
4 0 4 -1 4 2
2 4 0 0 2 4
4 4 4 2 4 0
4 -2 4 -1 0 -2
4 2 4 2 2 4
-1 -1 -1 0 0 2
2 -1 4 -2 -1 -1
4 4 4 4 4 2
2 -2 4 2 0 4
-1 -2 0 -2 -2 0
4 -2 4 0 2 4
4 4 4 2 4 4
4 2 4 2 2 4
4 -1 4 -1 -1 -1
4 -1 4 -1 4 -2
4 4 4 4 4 4
4 2 4 0 2 4
4 4 4 0 2 4
-2 4 4 4 4 4
2 -2 2 -1 2 -1
0 0 0 2 -1 0
4 4 0 0 2 4
4 2 4 2 4 4
4 -1 0 -1 2 2
4 4 4 2 2 4
2 4 0 2 -2 -2
2 -1 2 0 2 0
2 0 2 0 2 2
-1 -1 0 2 2 -1
4 4 0 0 2 4
4 2 0 -1 2 4
2 0 -1 2 2 4
-1 2 -2 -1 4 -1
4 4 4 0 2 4
4 -1 4 0 4 4
2 -1 0 0 -2 4
4 2 4 2 2 4
2 -1 4 -1 2 -1
-1 -1 -2 0 4 4
4 2 4 2 4 2
-1 -1 2 -1 2 -1
4 -2 4 -2 0 -1
4 4 4 4 4 4
4 0 4 0 2 4
4 2 4 2 2 4
-1 4 -1 0 -1 -1
4 2 4 0 2 4
4 2 0 0 4 4
4 2 0 -1 2 4
2 -1 4 4 0 -1
2 -1 2 -1 2 -1
-1 -2 2 -1 2 -2
-2 -1 4 -1 0 2
4 2 0 0 2 -1
4 4 2 4 4 4
2 4 4 0 2 4
4 -1 -2 -1 0 -2
0 0 -1 2 -1 4
4 2 0 0 2 4
 2 -2 -1 -1 4 -1
4 4 4 2 4 4
4 4 4 0 -2 -1
2 2 -1 -1 2 2
4 -2 4 4 4 4
4 4 4 2 4 4
4 2 -1 2 4 -1
4 4 4 2 4 4
-1 0 0 2 2 4
2 -2 2 0 2 -2
4 2 4 2 2 4
4 4 4 4 2 2
4 -2 4 -2 4 4
4 4 2 2 4 4
-1 2 -1 2 -1 2
2 0 2 2 2 4
2 -1 4 -1 4 -1
4 4 2 4 2 2
4 4 -2 -2 4 4
4 2 4 2 2 4
4 4 2 0 2 -2
-1 -1 2 2 -1 -1
2 -1 4 0 2 -2
2 2 2 -2 4 -1
-1 2 0 0 4 4
4 2 0 0 2 4
-2 4 2 0 -1 4
-1 -2 -1 -1 -1 -2
-1 0 4 -1 4 -1
4 4 4 2 4 2
4 -2 2 -1 2 -1
4 2 4 2 4 4
4 2 4 2 2 4
4 4 -1 0 0 0
4 -2 0 0 2 4
4 2 0 0 4 4
2 2 -1 -1 2 2
0 -1 -1 0 0 -1
-1 -1 -1 -1 2 2
0 2 0 0 2 4
4 -1 4 -1 2 -2
4 0 0 0 4 4
4 4 4 -1 2 2
2 2 4 0 2 4
4 2 4 2 2 2
4 4 2 2 2 4
4 2 0 0 2 4
4 0 4 2 2 4
4 4 4 -2 2 -2
-2 4 2 4 4 -2
-1 -1 4 0 2 2
2 0 4 -1 -1 -1
-1 2 4 -1 2 4
4 2 4 4 4 4
0 0 4 0 2 4
0 -1 -2 2 4 -1
2 2 4 2 2 4
4 -1 4 -1 2 4
4 4 2 2 2 4
4 -1 -1 -1 2 -2
4 2 4 2 -1 0
4 2 4 2 2 4
4 -1 0 2 4 4
4 -2 2 -1 0 0
4 4 -1 2 4 4
4 4 4 4 4 4
4 4 4 4 4 4
2 4 0 -2 0 4
4 2 4 2 2 4
4 2 4 0 2 0
4 2 4 0 0 2
4 4 4 2 2 0
0 0 0 0 2 4
2 -1 2 -1 2 -1
2 4 0 0 4 4
4 2 4 -1 2 4
4 -1 4 4 4 4
4 4 0 2 2 2
4 4 4 4 4 4
4 4 4 2 4 4
-1 0 -1 0 -1 2
4 2 4 2 2 4
4 4 4 4 4 2
2 4 4 0 2 4
-1 0 0 -1 -1 2
2 -2 -2 2 2 0
4 2 4 -1 2 4
0 2 4 2 2 -2
4 4 4 2 4 4
4 4 -2 -2 4 2
2 0 -2 0 -1 2
4 2 4 2 4 4
4 4 2 4 4 4
-2 -2 4 4 4 4
4 0 2 4 2 4
4 -1 4 -1 2 4
2 0 4 -1 2 2
4 2 0 0 2 4
4 2 4 0 2 4
2 0 4 -2 2 0
4 2 -1 2 -1 2
4 -1 4 2 2 4
4 2 4 -1 2 4
2 4 2 2 -1 -1
4 -1 4 4 4 4
2 -1 4 -1 4 -1
4 4 4 2 2 2
Feature 6: Feature 7:
100Gb Cloud Bluetooth Feature 8: 4K
Storage connectivity Video camera
Functional Dysfunctional Functional Dysfunctional Functional Dysfunctional
4 2 2 4 0 2
4 0 4 4 4 4
4 2 2 4 0 0
0 4 -1 -1 -2 -2
4 4 4 -1 4 4
0 -1 2 0 0 -1
0 0 2 4 4 2
4 4 4 4 4 4
2 0 4 -1 4 -2
4 2 4 4 4 -1
0 0 2 4 2 2
4 2 2 4 2 4
-2 2 -1 -1 4 2
-1 0 -1 2 -1 0
4 -1 4 0 4 -1
4 2 2 4 4 0
2 4 2 -2 2 4
2 -1 4 -1 2 -1
2 2 2 4 2 4
2 2 0 2 4 -1
4 -1 4 -2 4 -1
2 4 4 -2 4 4
-1 -1 -2 -2 0 2
 2 2 -1 -1 4 0
0 0 2 4 4 0
4 2 4 4 2 4
4 2 2 4 2 4
2 -2 -1 -1 2 2
2 -2 4 -2 2 -1
4 4 4 2 4 4
4 2 2 4 4 2
4 2 2 4 -2 -1
4 4 4 4 4 4
2 -1 2 -1 2 -1
-1 0 0 2 -1 0
4 4 2 4 -1 4
4 4 4 2 4 4
4 -1 2 4 4 -1
4 2 2 4 0 0
0 -1 -2 -1 -1 -2
0 0 0 -1 0 -1
4 0 0 2 2 0
-1 2 2 -2 2 -1
4 2 2 4 2 4
0 0 2 2 4 2
0 0 0 0 0 0
4 -1 -1 4 2 2
4 2 2 4 2 4
4 2 2 4 4 2
-2 4 -2 4 -2 4
2 4 2 4 4 4
4 -1 2 -2 2 -1
4 4 4 4 -1 -2
4 4 4 2 4 2
2 -1 -1 2 2 0
-1 -1 -1 -2 0 -1
4 4 4 4 4 4
0 0 2 4 0 0
4 4 2 4 4 2
4 -1 2 0 2 0
4 0 2 4 4 2
2 4 2 4 -2 -1
4 2 2 4 0 2
-1 -1 4 -2 4 -2
2 -1 2 -1 2 -1
2 -1 0 -1 2 -1
2 -2 0 2 -2 -2
4 0 2 4 4 2
4 4 4 4 4 4
0 2 4 4 2 4
2 -2 2 4 4 4
0 0 0 0 0 0
2 2 2 4 0 0
 4 2 2 -2 2 -2
4 0 4 4 2 2
4 0 -2 4 4 4
-1 -1 -1 -1 -1 -1
4 4 4 4 2 4
4 4 4 4 4 4
4 -1 2 -2 4 2
4 -2 2 4 2 4
2 4 2 4 2 4
4 -1 2 -2 2 -2
4 2 2 4 4 2
4 4 4 4 4 4
4 4 4 4 4 4
4 4 4 4 4 4
-1 0 -1 0 2 2
0 -1 0 2 2 2
2 -2 2 -2 4 -1
2 4 2 2 2 4
4 2 4 4 4 4
4 2 2 4 4 4
2 0 0 -1 2 4
2 2 2 2 2 2
2 2 4 -2 2 -2
4 0 2 -1 4 2
0 0 0 0 0 0
4 0 2 4 4 4
0 2 0 2 0 4
4 -1 0 -1 0 -2
2 -1 -1 -2 4 -2
2 4 4 4 4 4
2 -1 4 -2 4 -2
2 2 4 4 4 2
4 2 2 4 4 2
2 4 2 4 -1 0
4 -1 0 2 4 4
4 2 4 2 4 2
2 2 -1 -1 2 2
0 -1 2 -2 -1 0
-1 -1 -1 -1 -1 -1
0 0 -1 -1 4 2
2 -1 2 -2 4 -1
4 2 2 4 0 0
4 2 2 4 4 2
4 0 4 4 4 4
4 2 2 4 4 2
4 2 4 4 4 4
0 0 2 4 0 0
4 -1 4 4 4 -1
4 2 2 4 4 2
4 4 4 4 4 4
-1 0 2 -2 4 -1
-1 -1 2 -2 4 -1
4 -1 2 4 2 4
4 2 4 4 4 4
0 0 -2 -1 0 0
0 2 4 4 2 0
4 2 2 4 2 4
4 -1 2 4 4 -1
2 0 -1 2 4 4
-2 -2 2 -2 2 4
4 2 2 4 4 4
-1 2 2 4 4 2
0 -1 -2 2 2 -2
4 -1 4 2 4 2
4 2 4 4 4 4
4 4 4 2 4 2
2 4 4 0 4 4
4 2 2 2 4 4
2 -1 4 4 4 2
0 0 4 4 4 4
4 2 0 2 2 -1
4 4 4 4 2 4
4 2 2 4 0 0
2 -1 2 -1 2 -1
0 0 4 4 0 0
2 4 2 4 4 4
4 4 4 4 4 4
4 2 4 4 -1 0
4 4 4 4 4 4
4 2 4 4 4 2
-2 2 4 2 4 -2
4 2 2 4 4 2
4 4 2 0 -2 -2
4 0 2 0 4 4
0 2 -1 0 0 2
4 4 0 2 2 -2
4 2 2 4 2 4
0 0 2 -1 0 -1
4 2 4 4 4 2
0 0 0 0 2 2
-2 0 2 0 -2 2
4 2 4 4 4 2
2 4 2 4 -1 4
4 4 4 4 4 4
4 2 2 4 4 2
4 2 2 2 4 -1
0 -2 2 -1 2 0
4 -1 4 4 4 2
4 2 2 4 4 2
2 -1 2 -1 0 -2
4 2 0 0 4 2
4 4 2 4 4 4
4 -1 2 4 2 4
2 2 2 2 4 0
4 4 4 4 2 -2
4 -1 4 -1 2 -1
2 4 4 4 4 4
Feature 9: Feature 10:
Headphone jack Web browser
Functional Dysfunctional Functional Dysfunctional
0 2 2 4
4 2 2 4
2 4 2 4
4 0 -2 0
4 4 4 4
0 -1 0 -1
4 0 2 4
4 4 4 4
4 -1 4 2
4 4 4 4
2 -1 4 4
2 4 2 4
-2 -1 -1 -1
0 0 -1 4
4 0 4 4
4 0 0 0
-1 2 0 0
4 0 2 -2
2 4 2 4
-1 0 4 4
2 -2 4 -2
4 4 2 2
0 -1 2 2
 0 -1 -1 0
4 4 0 0
4 2 4 4
4 2 2 4
0 -2 0 2
4 -1 4 -1
4 4 4 4
2 4 2 4
-2 -1 -2 -1
4 4 4 4
2 -1 2 -1
-1 2 -1 2
2 4 2 4
4 4 4 2
4 4 2 0
4 -1 2 4
0 -1 2 4
0 2 2 0
4 2 4 -1
2 -2 2 -1
2 4 2 4
4 4 0 0
2 4 2 0
4 -1 -1 -1
0 -1 0 0
4 2 2 4
-2 4 -1 2
2 4 2 4
2 -1 4 -1
4 4 4 4
4 0 -1 2
2 0 2 -1
-2 -1 0 -2
4 2 4 4
2 2 2 -1
4 2 2 4
2 -2 2 -1
2 4 2 4
-2 -2 2 4
4 4 2 4
4 -2 4 -2
2 -1 2 -1
-1 -1 2 -2
0 -1 -1 4
2 4 2 4
4 4 4 4
2 4 2 4
4 4 2 -1
2 4 2 4
-1 2 2 4
 2 0 2 -2
4 4 2 2
2 4 4 0
-1 -1 2 2
4 4 4 4
2 4 2 4
2 4 2 2
4 4 4 4
0 2 2 4
2 -2 4 0
4 4 2 4
4 4 4 4
4 4 0 0
4 4 4 4
-1 -1 -1 2
2 4 2 2
2 -2 0 -1
2 4 2 4
4 4 4 2
-1 4 2 4
2 4 2 0
2 2 2 2
4 -1 2 0
-1 -1 -1 -1
2 2 0 0
4 4 4 4
2 2 -1 0
0 -1 2 -2
0 -1 4 2
4 4 4 4
4 -2 4 2
4 4 0 0
2 4 2 4
4 2 2 4
4 2 2 4
4 4 4 4
-1 -1 2 2
0 -1 0 -1
-1 -1 2 2
2 4 2 4
4 -1 4 -1
4 2 2 4
-1 4 2 4
4 -1 -2 4
2 2 2 2
2 4 2 4
0 0 2 4
4 4 4 4
2 -1 -2 -1
4 4 4 4
-1 -2 4 2
-1 -1 2 -2
0 0 2 -1
4 4 4 4
-2 -1 2 4
-1 4 2 -2
-1 -2 2 4
2 4 2 4
2 4 4 4
2 2 2 2
4 2 2 4
4 2 2 4
0 2 -2 -2
2 0 4 2
4 4 4 4
4 4 4 4
4 4 4 4
4 2 4 -1
2 4 -1 2
2 4 2 4
-1 -2 2 4
4 4 0 2
2 4 2 2
2 -1 2 -1
2 4 0 0
2 4 2 4
2 4 2 4
0 0 4 4
2 2 4 4
4 2 4 4
4 -1 4 -2
2 4 2 4
0 0 -1 0
2 4 2 0
-1 0 0 0
-2 2 2 0
2 4 2 4
0 2 -1 4
4 0 0 0
4 2 0 0
-2 0 -1 -1
4 4 4 4
4 4 4 4
4 4 4 -2
2 4 2 4
2 4 2 4
2 -1 0 -1
4 4 2 4
2 2 2 2
-1 0 2 -2
-1 0 2 2
2 4 2 4
4 2 2 4
4 4 4 4
4 4 4 4
4 -1 4 -1
4 4 4 4
A simple Kano Model Template in Excel
Prepared for by Conjoint.ly on 30 July 2020.
Data is based off of a Conjoint.ly experiment, where each feature tested is given a 1-5 multiple choice question for both
This template supports up to 30 features, and 5000 respondents.

8. Continuous Output
Here we use continuous analysis to graphically classify each feature. This is achieved by plotting the average functional/
Continuous may give very different results to that of discrete analysis, as it takes into account the preference of every re

It should be noted when performing continuous analysis, the categories Reverse and Questionable are ignored. Therefo

Feature 1: Feature 2: Facial Feature 3: Three Feature 4: Free

Wireless Charging Recognition day battery life Smart Watch

Av. Functional Score 2.18 1.46 2.66 2.26

Av. Dysfunctional Score 1.16 1.03 1.40 0.74

4.00

3.50

3.00
Av. Functional Score

2.50

2.00

1.50

1.00

0.50

0.00
0.50 1.00 1.50 2.00 2.50 3.00
Av. Dysfunctional Score
 e choice question for both the functional and dysfunctional scenario.

tting the average functional/dysfunctional score for each feature.

t the preference of every respondent, not just those of the most popular group

onable are ignored. Therefore continuous analysis is not reccomended when you have large amounts of these types of responses

Feature 7:
Feature 5: Feature 6: 100Gb Feature 8: 4K Feature 9:
Bluetooth
Charging Cable Cloud Storage Video camera Headphone jack
connectivity
2.11 2.46 2.04 2.41 2.09
2.21 1.24 2.01 1.49 1.79

Key
Attractive
Must-be
Performance
Indifferent

2.50 3.00 3.50 4.00

onal Score
unts of these types of responses

Feature 10: Web

browser

2.02
2.01