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What is the Kano Model?

The Kano model. Source:

The Kano model is a user research technique developed in the 1980s by Professor Noriaki Kano, which categorises product features into five categories:

  1. Must-have - or "basic expectations"
  2. Performance - customer satisfaction increases in line with the quality of the feature
  3. Delighters - if present, people are surprised and delighted
  4. Reverse - actively disliked by customers
  5. Indifferent - nobody cares if these features exist or not

The Kano model is awesome for:

  • Getting crystal clear feedback on potential features to help prioritisation
  • Learning how to go beyond satisfaction and start delighting your customers
  • Understanding how customer perception of your product changes over time.

Learn more about the Kano model here. If you're in a UX, product or analysis role - you should definitely be including Kano in your toolkit!

Our tool

Kano surveys are a special style of questionnaire to capture the right feedback from users, and then bespoke analysis of that data is needed to categorise the features according to the Kano model.

This website offers a simple and effective tool that does all the hard work for you. And it's FREE - create an account and get started immediately.

Example survey about car features

Example analysis

Our tool is simple and effective, and does all the hard work for you.
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