Kano Model
[GMPT_UXR] TikTok One Metrics Framework Copy
https://www.qualtrics.com/experience-management/research/kano-
analysis/#:~:text=The%20Kano%20Analysis%20model%20
The Kano Model is a product development and customer satisfaction theory that helps
organizations prioritize features based on how they will impact customer satisfaction.
Developed by Professor Noriaki Kano in the 1980s, the model categorizes product features or
attributes into different types based on how they influence customer satisfaction.
Key Components of the Kano Model:
1. Basic Needs (Must-be or Threshold Attributes):
◦ Description: These are the essential features that customers expect in a product. If these
needs are not met, customers will be very dissatisfied. However, meeting these needs
does not significantly increase satisfaction because they are taken for granted.
◦ Example: In a smartphone, basic needs might include making calls, sending messages,
and having a reliable battery life.
2. Performance Needs (One-dimensional Attributes):
◦ Description: These features are directly correlated with customer satisfaction—the better
you perform on these attributes, the more satisfied the customer will be. These are
usually the areas where companies compete.
◦ Example: The camera quality in a smartphone is a performance need. The better the
camera, the higher the customer satisfaction.
3. Excitement Needs (Attractive or Delighters):
◦ Description: These are the unexpected features that can delight customers. They are not
expected, so their absence doesn't cause dissatisfaction, but their presence can
significantly enhance customer satisfaction.
◦ Example: A smartphone with a built-in personal assistant that anticipates user needs
(like Apple's Siri or Google Assistant) might be considered an excitement need when it
was first introduced.
4. Indifferent Attributes:
◦ Description: These are features that don’t significantly impact customer satisfaction
whether they are present or not. Customers are indifferent to these features.
◦ Example: A smartphone’s color might be an indifferent attribute to some users—they
might not care much about the color as long as the phone functions well.
5. Reverse Attributes:
◦ Description: These are features where some customers might prefer the opposite. For
some users, the presence of a certain feature might cause dissatisfaction.
◦ Example: Some users might prefer a simple, non-touchscreen phone over a complex
touchscreen one, especially in specific use cases or demographics.
Kano Model's Application in Product Management:
• Feature Prioritization: By understanding which features fall into which categories, product
managers can prioritize features that will most positively impact customer satisfaction. Basic
needs must be met before focusing on performance or excitement features.
• Customer Feedback: The Kano Model is often used in conjunction with customer surveys,
where customers are asked how they would feel if a feature were present or absent. The
responses help categorize the features according to the Kano Model.
• Product Differentiation: By focusing on excitement needs, companies can differentiate their
products in a crowded market. These features can create a “wow” effect that drives word-
of-mouth and brand loyalty.
Kano Model in Practice:
When using the Kano Model, product teams often create a matrix or graph that plots features
against two axes: "Customer Satisfaction" and "Feature Performance." This visual
representation helps in understanding how different features will impact the overall user
experience and satisfaction.
In summary, the Kano Model provides a strategic way to think about customer needs and
prioritize features, ensuring that products not only meet basic expectations but also include
elements that delight users and create a competitive edge.
Here is a visual plot of the Kano Model. The plot categorizes features into three main types
based on their impact on customer satisfaction:
