What is the Kano model?
The Kano model explains why "more" is not always better. Some features are taken for granted: doing them well earns no praise, but getting them wrong drives customers away. Others are linear: the more, the better. A few surprise and delight. Knowing which is which helps a team avoid over-investing in features nobody notices and under-investing in the basics.
The Kano categories
| Category | If present | If absent | What to do |
|---|---|---|---|
| M · Must-be | Neutral | Very dissatisfied | Get it right first; do not over-invest |
| O · Performance | Satisfied, more is better | Dissatisfied | Compete and benchmark |
| A · Attractive | Delighted | Neutral | Pick a few to stand out |
| I · Indifferent | Neutral | Neutral | Do not spend on it |
| R · Reverse | Dissatisfied | Satisfied | Leave out or make optional |
The Kano questionnaire
For each feature, ask a pair of questions, for example "If the monitor detects irregular heartbeats, how do you feel?" and "If it does not, how do you feel?". Respondents choose from I like it, I expect it, I am neutral, I can live with it and I dislike it. Liking the feature and disliking its absence means performance (O); expecting it and disliking its absence means must-be (M); liking it while being able to live without it means attractive (A). The full lookup is in the evaluation table below the tool.
Kano model example
A device maker surveys 40 users of home blood pressure monitors about eight features. Accurate readings is a clear must-be: 24 of 39 answers, with a Worse coefficient of −0.84. A large backlit display and measuring in under 30 seconds are performance features. Irregular heartbeat detection (Better 0.67), app sync with history graphs and morning and evening averages are attractive, while voice read-out and a carry case are indifferent. The team protects accuracy, sets competitive targets for the display and speed, and chooses irregular heartbeat detection as the delighter for the next model.
Use the results with a house of quality: must-be and performance needs set the importance weights, and attractive features are often the sales points.
How to use this Kano Model tool
- List the features. Add each feature or requirement you want to classify.
- Run the survey. Ask customers the functional and dysfunctional question for each feature.
- Enter the answers. Enter how many respondents fell into each category per feature, or click a feature and add answer pairs one at a time.
- Read the diagram. Each feature is placed by its Better and Worse coefficients and coloured by its most frequent category.
- Prioritise. Meet the must-bes first, compete on performance features and choose a few delighters.
- Export. Export the diagram and results to PDF, PNG or Excel.
Frequently asked questions
What is the Kano model?
The Kano model, introduced by Professor Noriaki Kano in 1984, classifies product features by how they affect customer satisfaction. Must-be features are expected and only cause dissatisfaction when missing. Performance features increase satisfaction the better they are. Attractive features delight when present but are not missed when absent. Indifferent features do not matter to customers.
How does a Kano questionnaire work?
For each feature, customers answer two questions: a functional one ("How do you feel if the product has this feature?") and a dysfunctional one ("How do you feel if it does not?"). Each has five answers: I like it, I expect it, I am neutral, I can live with it, I dislike it. The pair of answers is looked up in the Kano evaluation table to give a category.
How is the category of a feature decided?
The usual method takes the category chosen by the most respondents. When two categories tie, a common rule of thumb prefers must-be over performance over attractive over indifferent, because missing a must-be is the costlier mistake.
What are the Better and Worse coefficients?
They are the customer satisfaction coefficients of Berger and colleagues. Better = (A + O) / (A + O + M + I) shows how much satisfaction rises if the feature is present. Worse = −(O + M) / (A + O + M + I) shows how much satisfaction falls if it is absent. Plotting them shows each feature's position even when the answers are split between categories.
What do reverse and questionable answers mean?
Reverse (R) means the customer would rather not have the feature. Questionable (Q) answers are contradictory, for example liking both the presence and the absence of a feature, and usually point to a badly worded question. Many Q answers mean the question should be rewritten.
Do Kano categories change over time?
Yes. Today's delighters become tomorrow's performance features and eventually must-bes, as competitors copy them and customers get used to them. Repeat the survey every few years.