Kano Model Analysis
Prioritize features by visualizing their impact on customer satisfaction.
What is the Kano Model?
The Kano Model is a framework for product development and customer satisfaction. It classifies product attributes into five categories based on how customers perceive them. This helps teams distinguish between basic necessities and delightful extras, making it easier to prioritize features that will have the most positive impact.
- Must-Be (Basic): Expected features. Their absence causes dissatisfaction, but their presence is taken for granted (e.g., brakes on a car).
- Performance: The more of these, the better. Satisfaction is proportional to their level of execution (e.g., battery life).
- Attractive (Delighters): Unexpected features. Their presence delights customers, but their absence does not cause dissatisfaction (e.g., a surprise upgrade).
- Indifferent: Features customers don't care about.
- Reverse: Features that cause dissatisfaction when present.
Origin of the Model
The model was developed in the 1980s by Dr. Noriaki Kano, a professor of quality management at the Tokyo University of Science. While researching what drives customer satisfaction and loyalty, he challenged the traditional belief that improving every feature would proportionally increase satisfaction.
His findings revealed a non-linear relationship between product functionality and customer emotional response, leading to the creation of the five distinct categories. The Kano Model has since become a vital tool in user experience (UX), marketing, and product strategy.
How to Use This Tool
- Enter a Feature: In the section below, type a feature description.
- Answer Questions: Select how a customer would feel if the feature is present (Functional) and if it is absent (Dysfunctional).
- Add to Graph: Click "Add to Analysis". The feature will appear as a dot on the chart and as an entry in the summary table below.
- Interpret: Use the graph for a visual overview and the table for a detailed list of features by category.
- Load Example: Click "Load Example" to populate the tool with sample data.
Build Your Kano Analysis
| Category | Features |
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Export Your Analysis
Once you have analyzed your features, you can download a clean report of your categorized list for offline use, sharing, or documentation. Click the button below to generate an Excel file.