Kano Model
Understand which features will delight customers, which are expected, and which to avoid for optimal product-market fit
Customer Satisfaction Is Not Linear
The Kano Model reveals that different features have different impacts on customer satisfaction. Some features delight, others are expected, and some might even annoy certain customers.
The Kano Satisfaction Curve
Customer Satisfaction
Feature Present
Feature Absent
Attractive
Performance
Must-Be
Different feature types create different satisfaction curves
Must-Be (Basic)
Essential - Must have
Expected features that customers take for granted
Examples:
Customer Response:
One-Dimensional (Performance)
Important - Optimize performance
Features where satisfaction increases proportionally with functionality
Examples:
Customer Response:
Attractive (Delighters)
Strategic - Create competitive advantage
Unexpected features that delight customers
Examples:
Customer Response:
Indifferent
Low - Avoid or eliminate
Features customers don't care about
Examples:
Customer Response:
Reverse
Caution - Segment-specific or optional
Features that some customers prefer absent
Examples:
Customer Response:
The Kano Questionnaire Method
Classify features by asking paired questions about presence and absence
Functional Question
How would you feel if this feature was present?
- 1I like it
- 2I expect it
- 3I am neutral
- 4I can tolerate it
- 5I dislike it
Dysfunctional Question
How would you feel if this feature was absent?
- 1I like it
- 2I expect it
- 3I am neutral
- 4I can tolerate it
- 5I dislike it
Kano Evaluation Table
| Functional → | Like | Expect | Neutral | Tolerate | Dislike |
|---|---|---|---|---|---|
| Like ↓ | Q | A | A | A | O |
| Expect | R | I | I | I | M |
| Neutral | R | I | I | I | M |
| Tolerate | R | I | I | I | M |
| Dislike | R | R | R | R | Q |
How to Implement Kano Analysis
Follow this step-by-step process to categorize features and prioritize development
Identify Features
List all potential product features to evaluate
- • Brainstorm features
- • Review competitor offerings
- • Analyze customer requests
- • Consider innovations
Design Survey
Create functional and dysfunctional questions for each feature
- • Write clear questions
- • Use standard response scale
- • Include demographic questions
- • Test survey clarity
Collect Data
Survey target customers about each feature
- • Select representative sample
- • Distribute survey
- • Ensure adequate responses
- • Monitor data quality
Analyze Results
Categorize features using the evaluation table
- • Apply evaluation rules
- • Calculate category frequencies
- • Identify dominant categories
- • Segment analysis
Prioritize Features
Create product roadmap based on Kano categories
- • Address Must-Be first
- • Optimize Performance features
- • Select Attractive features
- • Eliminate Indifferent
Feature Prioritization Strategy
Must-Be Features
Build these first - they're table stakes
Performance Features
Optimize these to compete effectively
Attractive Features
Add selectively for differentiation
Optimize Feature Development with Commercify AI
Our AI-powered platform automates Kano analysis and provides data-driven insights for feature prioritization
Automated Surveys
AI-generated Kano questionnaires tailored to your product
Smart Analysis
Automatic categorization and statistical validation
Segment Insights
Understand how different customer segments value features
Roadmap Generation
AI-optimized product roadmaps based on Kano results
Why Use the Kano Model?
Customer Delight
Identify features that create competitive advantage through delight
Resource Optimization
Focus development resources on features that matter most
Data-Driven Decisions
Replace assumptions with quantified customer preferences
Ready to Build Products Customers Love?
Use Commercify's Kano analysis tools to understand what features will delight your customers and drive product success.