5 mins
- What is the Kano Model?
- How Does the Kano Model Work?
- What are the features of the Kano Model?
- How can product teams use the Kano Model for feature Prioritisation?
- Setting Up a Study:
- What Kind of Answers to Collect in the Study:
- Classifying Responses:
- When Should You Use the Kano Model?
What is the Kano Model?
The Kano Model, devised by Professor Noriaki Kano, is a valuable framework for understanding customer preferences and satisfaction in product development. Introduced in the 1980s, it categorises features into five distinct types, providing a nuanced perspective on customer needs. By identifying and classifying these needs, businesses can make informed decisions about which features to prioritise in their products.
How Does the Kano Model Work?
The Kano Model operates on the premise that customer satisfaction is influenced by different types of product features. It uses a two-dimensional graph to map these features based on their level of implementation and their impact on customer satisfaction. Understanding the dynamics of basic needs, performance needs, and excitement needs allows businesses to make strategic decisions about feature implementation. The model provides a visual representation that aids product developers in prioritising features for maximum impact
What are the features of the Kano Model?
The Kano Model classifies features into five categories:
- Basic Needs (Must-Haves): Simply said, they are the needs that customers anticipate and take for granted. Customers are impartial when done correctly, but extremely unsatisfied when done poorly.
- Performance Needs (Linear): When these traits are met, they produce satisfaction; when they are not met, they produce discontent. These are the qualities that are mentioned and for which companies compete.
- Excitement Needs (Delighters): Unexpected features that significantly enhance satisfaction when present but don't cause dissatisfaction when absent.
- Indifferent Needs: These are characteristics that are neither excellent nor negative and do not result in either client satisfaction or unhappiness.
- Reverse Needs (Negative Exciters): Features that, when present, can lead to dissatisfaction, but their absence doesn't necessarily result in satisfaction.
How can product teams use the Kano Model for feature Prioritisation?
Implementing the Kano Model for feature prioritisation involves a systematic approach, including setting up a study, formulating relevant questions, and analysing the results. Here's a step-by-step guide
Setting Up a Study:
- Select Features for Evaluation: Choose the features or aspects of your product that you want to assess using the Kano Model. Ensure that these features are well-understood by both the product team and the study participants.
- Define Your Audience: Identify the target audience or user base for your product. Ensure diversity in the participants to capture a broad range of perspectives.
- Develop a Questionnaire or Survey: Create a questionnaire or survey that includes questions designed to reveal how participants feel about each feature. The questions should be structured to elicit responses that align with the Kano Model categories (Basic Needs, Performance Needs, and Excitement Needs).
What Kind of Answers to Collect in the Study:
Functional Questions
Ask participants how satisfied they would be if a specific feature were present. For example, "How satisfied would you be if the product had this feature?"
Dysfunctional Questions
Ask participants how dissatisfied they would be if a particular feature were absent. For instance, "How dissatisfied would you be if the product did not have this feature?"
Reverse Questions
Include questions that explore the negative aspect of a feature. For example, "How dissatisfied would you be if the product feature behaved this way?"
Classifying Responses:
Once you've gathered responses from your study, the next crucial step is to classify them according to the Kano Model's three main quality categories:
The analysis table tells you where a user would place a feature in the Kano Model based on how the functional and dysfunctional responses compare
Functional Response
Dysfunctional Response
Like | Expect | Neutral | Live With | Dislike | |
Like | Questionable | Delighters | Delighters | Delighters | Linear |
Expect | Anti-feature | Indifferent | Indifferent | Indifferent | Must Haves |
Neutral | Anti-feature | Indifferent | Indifferent | Indifferent | Must Haves |
Live With | Anti-feature | Indifferent | Indifferent | Indifferent | Must Haves |
Dislike | Anti-feature | Anti-feature | Anti-feature | Anti-feature | Questionable |
Based on the combination of answers by one participant for the functional and dysfunctional questions, one can infer the feature category.
- Basic Needs (Must-Haves):
- Indicators: High dissatisfaction when absent (dysfunctional questions) but limited increase in satisfaction when present (functional questions).
- Actionable Insights: Prioritise these features to meet basic customer expectations and prevent dissatisfaction. While improving them may not lead to significant satisfaction gains, neglecting them could result in discontent.
- Performance Needs (Linear):
- Indicators: Increased satisfaction with improved implementation, and vice versa.
- Actionable Insights: Focus on continuous improvement for these features. Incremental enhancements directly contribute to customer satisfaction, making them vital for maintaining and growing your user base.
- Excitement Needs (Delighters):
- Indicators: High satisfaction when the feature is present, but no or minimal dissatisfaction when absent.
- Actionable Insights: These features provide opportunities for innovation and differentiation. While not essential, incorporating them can lead to positive customer experiences and competitive advantages. Consider selectively introducing these features based on market trends and user preferences.
When Should You Use the Kano Model?
The Kano Model is particularly beneficial in the following scenarios:
- New Product Development: When creating a new product, the Kano Model helps in identifying features that will have the greatest impact on customer satisfaction.
- Product Enhancement: For existing products, the model assists in prioritising features to enhance customer satisfaction and maintain a competitive edge.
- Resource Allocation: When resources are limited, the Kano Model guides businesses in allocating resources efficiently by focusing on features that matter most to customers.
- Competitive Analysis: Understanding how competitors' products align with the Kano Model can provide strategic insights for differentiation.
By applying the Kano Model in these situations, businesses can make informed decisions that lead to higher customer satisfaction and improved product performance.
