Kano Model

Definition

A technique for understanding which product features will help drive customer satisfaction.

Inputs

• Candidate features or requirements to evaluate
• Customer or user feedback, typically gathered through surveys pairing a "functional" and "dysfunctional" question for each feature

Outputs

• Each feature classified into a category — typically Basic (expected, dissatisfaction if missing), Performance (more is better, satisfaction scales linearly), Delighter (unexpected, drives strong satisfaction), or Indifferent (little impact either way)
• A prioritization lens based on customer satisfaction impact, not just effort or business value

When to Use

• Product or feature prioritization where customer satisfaction — not just functional necessity — needs to be understood
• Distinguishing table-stakes requirements from genuine differentiators
• Validating whether a proposed feature will actually move customer sentiment before investing in it

When Not to Use

• Internal-only systems with no end-customer satisfaction dimension to measure
• Early-stage requirements where there isn't yet a defined feature set to evaluate against users