Kano Model

By: A Staff Writer

Updated on: Jul 19, 2024

What: Classifies product features into: Must-haves (basic expectations), Performance (customer satisfaction goes up as they have more of it), and Excitement (unexpected delights).

Who: Noriaki Kano, a Japanese professor, in the 1980s.

Why: Helps entrepreneurs prioritize development efforts – not all features create equal value.

When: During product planning, analyzing customer feedback, or trying to find your unique selling proposition.

How:

1. 1. Survey customers with a special question format for features.
   2. Plot the results to see which category each feature falls into.