Kano Model Analysis

Purpose

The Kano Model helps product teams move beyond a flat feature list by categorising each feature according to its relationship with customer satisfaction. Some features are basic expectations (Must-Be), some scale linearly with satisfaction (One-Dimensional), and some create disproportionate delight (Attractive). Understanding these categories prevents over-investing in hygiene factors and under-investing in differentiators.

At a glance

How to run

1. List features (5 min): Prepare a list of 10–20 features or requirements on cards.
2. Explain the Kano categories (5 min): Must-Be (expected, absence causes dissatisfaction), One-Dimensional (more is better), Attractive (unexpected delight), Indifferent (no impact), Reverse (causes dissatisfaction).
3. Classify each feature (25 min): For each feature, ask the functional question ("How do you feel if this feature is present?") and the dysfunctional question ("How do you feel if this feature is absent?"). Use the Kano evaluation table to categorise.
4. Plot on the Kano diagram (5 min): Place features on the Kano curve to visualise priorities.
5. Discuss strategy (5 min): Ensure all Must-Bes are covered. Decide which Attractive features to invest in for differentiation.

Materials needed

• Feature list on cards
• Kano evaluation table (printed or projected)
• Kano diagram template
• Sticky notes and markers

Pitfalls & common mistakes

• Skipping the dysfunctional question: Both questions are needed for accurate classification.
• Too many features: Keep the list to 10–20 or the session drags.
• Assuming categories are permanent: Attractive features become Must-Bes over time. Revisit periodically.
• Internal-only classification: The Kano Model is most valid with real customer input.

Inclusion & accessibility

• Provide the Kano evaluation table in writing so all participants can reference it.
• Allow silent individual classification before group discussion.
• Use clear, jargon-free language when describing features.

Variations

• Survey-based Kano: Distribute the functional/dysfunctional questionnaire to customers at scale.
• Simplified Kano: Use only three categories (Must-Be, Performance, Delight) for speed.
• Kano + Effort Matrix: Overlay effort estimates to find high-delight, low-effort opportunities.

When NOT to use this

• When you have fewer than 5 features to evaluate — simpler prioritisation suffices.
• When no customer data or customer proxy is available — internal guesses are unreliable.
• For purely technical decisions where user satisfaction is not the primary driver.

Source & further reading

• Noriaki Kano, "Attractive Quality and Must-Be Quality" (1984)
• Strategyzer: Kano Model
• Folding Burritos: Complete Guide to the Kano Model