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.
Come eseguirlo
- 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.
Suggerimenti
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.
Variazioni
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.
Casi d'uso
Domande frequenti
Quando usare Kano Model?â–¾
Usa Kano Model quando vuoi: Product feature prioritisation; UX research synthesis; Roadmap planning; Customer discovery workshops.
Quanto dura Kano Model?â–¾
Kano Model dura tipicamente da 45 a 120 minuti.
Per quanti partecipanti è adatto Kano Model?▾
Kano Model funziona meglio per gruppi di 2–20 partecipanti.
Di quali materiali ho bisogno per Kano Model?â–¾
Per condurre Kano Model avrai bisogno di: list of features, Kano survey form per participant, spreadsheet for analysis.
Quanto è difficile facilitare Kano Model?▾
Kano Model è classificato come intermedio — è utile avere un po' di esperienza di facilitazione.
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