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What is Kano Model?

Definition: The Kano model is a customer satisfaction measurement tool that prioritizes features based on customer reaction to their presence or absence, effectively determining their impact on customer satisfaction.

The model categorizes customer requirements from must-have to reverse features

by gathering data on their level of satisfaction regarding the presence or absence of specific features.

By implementing the Kano model in the dysfunctional and functional survey, companies can find out which features are must-haves and which annoy the customers.

How does the Kano Model work?

The Kano Model compares features along two axes: X (presence and absence of a feature) and Y (customer response). The features are categorized into five precise categories of customer perception, including

  1. Must-have - The orange line in the diagram shows customers expect these features, they won’t be delighted if the product has them, but customers would be disappointed if it doesn’t have them. A must-have feature for virtual desk software is compatibility with different operating systems.
  1. Performance - The blue line in the diagram shows these features improve the quality of the product. Customers are satisfied if they are present and slightly dissatisfied if not. An example of a virtual desk software performance feature would be good keyboard shortcuts support.
  1. Delighters - The green line in the diagram shows that the customer doesn’t expect the feature. If absent, the customer is neutral but delighted if the feature is present. An example of the same software would be voice control and gesture support features.
  1. Indifferent -  The grey line on the diagram shows that the customer doesn’t care if the feature is present or absent. An indifferent feature for virtual desk software would be the “change the font” option.
  1. Reverse - The purple line on the diagram represents features that annoy the customers if present and delight them if absent. An example would be pop-ups for notifications that cover the whole screen.

How to use the Kano Model?

You can implement the Kano model through surveys, customer feedback and data analysis. The specific steps are:

  1. Gathering information about a potential or existing feedback you want to test.
  2. Creating and disturbing a dysfunctional and functional survey
  3. Collecting data
  4. Identifying priority features
  5. Monitoring the data continuously

Dysfunctional and Functional survey

Functional: How would you feel if we had X feature?

Dysfunctional: How would you feel if we didn’t have X feature?

The purpose of the Kano model and this survey is to find out and relocate resources to “ must-have” and “ performance” features and change the “ indifferent” and “ reverse” ones. To categorize the features, we need to look into the answers and find them in the result table.

Example of the Kano Model

“Integration with Slack” feature.

Functional: How would you feel if Mindmesh had integration with Slack?

Dysfunctional: How would you feel if Mindmesh didn’t have integration with Slack?

If this feature is a must-have, the majority of answers would be “like it,” “expect it,” and “neutral” for the functional and “ dislike it” for the dysfunctional.

What are the key features of the Kano model?

The key features of the Kano model are:

  1. Quality > Quantity
  2. Customer-focused
  3. Dynamic and Adaptable
  4. Easy to understand and implement

What are the 3 needs addressed by the Kano model?

The 3 needs addressed by the Kano model are:

  1. Expected - Customers will be neutral if the product has this feature but will be highly disappointed if it doesn’t.
  2. Normal  - Customers will be a bit satisfied if the product has this feature and a bit unsatisfied if it doesn’t.
  3. Exciting - Customers will be very satisfied if the product has this feature and neutral if it doesn’t.

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Article FAQs

Is Kano Model qualitative or quantitative?
The Kano model is qualitative because it is used to categorize customer needs and wants and use it to prioritize features. The model lacks numerical data and other metrics to be quantitative.
What are the main 3 groups of product characteristics according to Kano?
According to Kano, the 3 main groups of product characteristics are must-haves, performance attributes, and delighters. Additional two characteristics are indifferent and reversed.

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