Kano Model
A feature prioritization framework that classifies features into five categories based on their relationship between implementation and customer satisfaction — distinguishing 'must-haves' from 'delighters'.
What is the Kano Model?
The Kano Model, developed by Professor Noriaki Kano in 1984, classifies product features by how their presence (or absence) affects customer satisfaction. It distinguishes between features users expect, features that scale satisfaction linearly, and features that delight unexpectedly.
The five Kano categories
| Category | Implemented | Not implemented | Example |
|---|---|---|---|
| Basic (Must-have) | Not delighted (expected) | Very dissatisfied | Login works |
| Performance (Linear) | More = more satisfied | Less = less satisfied | Faster load time |
| Excitement (Delighter) | Delighted (unexpected) | No dissatisfaction | Surprise personalisation |
| Indifferent | No reaction | No reaction | Obscure export format |
| Reverse | Dissatisfied | Satisfied | Forced feature nobody asked for |
How to run a Kano survey
For each feature, ask two questions:
- "If this feature were available, how would you feel?" (functional form)
- "If this feature were not available, how would you feel?" (dysfunctional form)
Responses: Delighted / Expected / Neutral / Accepted / Dissatisfied
Map functional + dysfunctional responses to a Kano category using the standard evaluation table.
Why it matters
- Don't waste effort on Indifferent features — users won't notice
- Never ship without Basics — users won't forgive missing expectations
- Excitement features become Basics over time — yesterday's delight is today's expectation
Free templates for Kano
Frequently asked questions
How is the Kano Model different from RICE scoring?
RICE scores features by expected impact on metrics. Kano classifies features by their emotional impact on satisfaction. They're complementary: use Kano in discovery to understand which features matter to which segment, then use RICE to prioritise among the Performance and Excitement features you've identified.
Can Excitement features become Basic over time?
Yes — this is called the 'Kano decay effect'. Two-factor authentication was an Excitement feature in 2015; it's a Basic expectation for enterprise SaaS in 2026. Revisit your Kano classifications annually as market expectations evolve.
Apply Kano Model to your real product data
PMRead ingests customer feedback, interviews, and Slack threads — and generates PRDs grounded in real evidence.
Related terms
RICE Scoring
A quantitative feature prioritization framework that scores each initiative by Reach, Impact, Confidence, and Effort — producing a single number to rank your roadmap.
Jobs to Be Done (JTBD)
A framework that explains why customers buy products — not because of what the product is, but because of the progress they're trying to make in a specific situation.
MoSCoW Method
A prioritization technique that classifies requirements into four categories — Must Have, Should Have, Could Have, and Won't Have — to scope a release against a fixed deadline.