Kano Model
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The Kano Model categorizes customer requirements into must-haves, performance factors, and delighters to guide product and service design priorities.
Definition
The Kano Model is a framework for categorizing customer requirements based on how their presence or absence affects satisfaction. Developed by Professor Noriaki Kano, the model identifies three main categories: must-be requirements (expected basics that cause dissatisfaction when absent but not satisfaction when present), one-dimensional requirements (more is better—satisfaction scales with delivery), and attractive requirements (delighters that create satisfaction when present but no dissatisfaction when absent). This categorization guides prioritization of improvement efforts and feature development.
Examples
An appliance manufacturer used the Kano Model for a new refrigerator. Must-be: keeps food cold, door seals properly. One-dimensional: energy efficiency, storage capacity. Attractive: smartphone connectivity, custom temperature zones. They ensured must-be features were perfect before investing in delighters.
Key Points
- Must-be: Expected basics—failure causes strong dissatisfaction; fulfillment is neutral
- One-dimensional: Performance factors—satisfaction scales proportionally with fulfillment
- Attractive: Delighters—presence creates satisfaction; absence is neutral
- Categories shift over time—yesterday's delighter becomes tomorrow's must-be
Common Misconceptions
Focus resources on delighters to differentiate. Delighters on top of broken basics destroy satisfaction. Kano hierarchy demands must-be requirements are solid before investing in attractive features. Differentiation fails if basics disappoint.
Survey customers to identify Kano categories. Traditional satisfaction surveys don't distinguish categories. Kano analysis requires paired questions (functional and dysfunctional forms) to classify requirements properly. Standard surveys miss the distinction.