This paper reports generating creative ideas based on customer needs using Kano Model and Importance-Differentiation Matrix (I-D Matrix). Nowadays, every customer demands creative ideas on product innovations in order to be satisfied her needs. However, most existing methods are limited to get creative ideas that reflect customer needs. Any creative ideas that do not fully reflect customer needs are obviously more difficult to succeed in the market than those that reflect customer needs. This paper distinguishes each quality elements the customer needs in terms of Kano Model. And it presents the effective ways of generating creative ideas by I-D Matrix in order to overcome current uppermost limits.

Kano(1984) distinguishes five types of Quality requirement which influence customer satisfaction; Attractive, One-dimensional, Must-be, Indifferent, Reverse Quality element. Attractive requirements lead more than proportional satisfaction. Attractive Quality requirements are the key factors of order winner and the sources of customer delight. Attractive requirements do not influence customer satisfaction equally. This study presents Kano's model using AHP(Analysis Hierarchy Process) for the priorities of attractive Quality requirements.