Kano Model: All You Need To Know In 5 Easy Points

Ajay Ohri


Consumer behavior is the basis for marketing plans, campaigns, and launches. Marketing teams in organizations focus on the likes of the consumer and also on the features of attraction before going to design and manufacture. The marketing and product teams get together and analyze the data collected in the form of models known as prioritization frameworks. There are many models adapted by organizations. One such is the Kano model. Here, let’s take a look at the Kano model, its history, the features of the model that is making it work, and when the model can be used in this write-up.

  1. What is the Kano Model?
  2. History of the Kano Model
  3. How Does the Kano Model Work?
  4. What are the Kano Model Feature Categories?
  5. When Should You Use the Kano Model?

1. What is the Kano Model?

The kano model is a method wherein the features of a product are prioritized during the manufacture of the product. The priority of the product features is based on the degree of customer satisfaction. The product team decides to add the feature to the product roadmap based on the degree of customer satisfaction. The product managers utilize the kano analysis to group the features based on the priority based on customers’ feedback. The features can range from delightful customers, disappointed customers or satisfied customers.

2. History of the Kano Model

A quality management Professor at Tokyo University of Science, Dr. Noriaki Kano, created the Kano model in 1984. Dr. Noriaki developed this prioritization framework model while researching factors leading to customer satisfaction and loyalty to products. The model considers five main sections of potential customers’ responses to new product features. The criterion varies from extremely delighted to utter indifference. 

3. How Does the Kano Model Work?

As the product team gets its features with priorities set as per customer satisfaction, they further categorize the features. The categories are termed as ‘Basic features,’ ‘ Performance features,’ and ‘ Excitement features.’ The roadmap for the product development is undertaken based on the planned market time. These features are then mapped against the two most important criteria mentioned below.

  • The features potential for customer satisfaction
  • The investment required to implement the features

The graph charted with the above criterion against the X and Y axis for the above features gives a fair idea of the investment, effort, and customer satisfaction.

4. What are the Kano Model Feature Categories?

The five categories in customer satisfaction in the kano diagram are

  1. Basic features
  2. Performance features
  3. Excitement features
  4. Indifferent features
  5. Dissatisfaction features

Indifferent features are the ones the customers don’t care about, and dissatisfaction features are the ones that upset customers. So, these two features are not included in the product roadmap. The other three categories take the slot in the product roadmap.

  • Basic features

The basic features essential for the product definition come under this category. For example, turn signals in the car, and reverse alarm in the car, are assumed to be present by the consumers. They need to be present and work as expected by the customers. Any deviation in the criterion will lead to dissatisfied customers.

  • Performance features

The performance features are the ones that keep the customers satisfied or happy. The features are the reason for the increase in sales. They are also responsible for establishing brand loyalty in the market. As per Dr. Noriaki, performance features are ‘one-dimensional’ as they are directly related to the investment in the features and the amount of customer satisfaction it derives. One kano model example is the increased file storage capacity in the online application. This feature made the customers delighted. Performance features are considered to be deal-breakers as they are weighed and compared between the competitor products before choosing.

  • Excitement features

The excitement features make the customers feel happy and excited. They are a ‘must invest’ category as it draws the customers to the product. Dr. Noriaki calls them attractive features that affect the consumers. 

5. When Should You Use the Kano Model?

This kano model template is quite a helpful framework model for product teams facing a shortage of time and resources. The model aids in prioritizing the features to work from phase to phase. This kano model analysis is effective for product teams aiming to figure out the threshold features ranging from maximum to minimum, performance features that need to be incorporated, and delightful features for customers to spend on the product. The model helps to find the answer to all the questions that might arise during product team meetings.


The kano model six sigma is a systematic prioritization framework available for product teams. The framework helps prioritize the functionalities they have figured would delight the customers. These models prove to be effective in this competitive world where products are challenging for shelf space and consumer’s attention. The kano model of quality aims to give clarity on the investment in features, time frame, and resources required even before the product goes into development. The kano model case study has proven to be resourceful while launching a new product, working on tight finances and time-frames.

Interested to learn all about Product Management from the best minds in the industry? Check out our Product Management Course. This 6-month-long program takes place online through live instructor-led sessions. It is the only program in India that offers the ‘Bring Your Own Product (BYOP)’ feature so that learners can build their product idea into a full-blown product, and go through an entire Product Development lifecycle. Not only this, but this is the only program in India with a curriculum that conforms to the 5i Framework. Post completion, learners receive a joint certification from the Indian Institute of Management, Indore, and Jigsaw Academy. 


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