Kano Model
Developed by Noriaki Kano, this model classifies product features by how they affect customer satisfaction. Features fall into five categories: Must-Be (expected, cause dissatisfaction if absent), One-Dimensional (more = better), Attractive (delighters, unexpected), Indifferent (users don't care), or Reverse (some users don't want this). It moves feature discussions beyond gut feel into structured customer insight.
How to run it
- 1
Create a Kano survey with paired questions for each feature: 'How do you feel if this feature IS present?' and 'How do you feel if this feature is NOT present?'. Each answer: I like it / I expect it / I'm neutral / I can live with it / I dislike it.
- 2
Have participants or target users complete the survey.
- 3
Use the Kano evaluation table to map each response pair to a category (Must-Be, One-Dimensional, Attractive, Indifferent, Reverse).
- 4
Aggregate results across respondents to find the dominant category per feature.
- 5
Prioritise: Must-Be features first (they're table stakes), then One-Dimensional, then Attractive delighters.
- 6
Drop or deprioritise Indifferent and Reverse features.
Tips
Run Kano with real users or close proxies — don't let the product team fill it in for customers.
Even a small sample (8–12 people) gives usable signal.
Variations
For internal workshops without user access, run a proxy Kano where team members roleplay as different user personas. Combine with dot voting for quick feature prioritisation when time is short.
Where it fits
Frequently asked questions
When should I use Kano Model?â–¾
Use Kano Model when you want to: Product feature prioritisation; UX research synthesis; Roadmap planning; Customer discovery workshops.
How long does Kano Model take?â–¾
Kano Model typically takes 45–120 minutes.
How many participants does Kano Model work for?â–¾
Kano Model works best for groups of 2–20 participants.
What materials do I need for Kano Model?â–¾
To run Kano Model you will need: list of features, Kano survey form per participant, spreadsheet for analysis.
How difficult is Kano Model to facilitate?â–¾
Kano Model is rated intermediate — some facilitation experience is helpful.
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