What is the Kano Model? Meaning, Working and Categories

Q: 3. What are the five types of features in the Kano Model?

The five types are: Must-Have Features: Basic features customers expect. Their absence causes dissatisfaction, but their presence doesn’t increase satisfaction. Performance Features: Features that directly impact satisfaction. The better they perform, the more satisfied customers are. Attractive Features: Unexpected features that delight customers. These aren't essential, but their presence creates a positive surprise. Indifferent Features: Features that don't significantly affect customer satisfaction, whether they're included or not. Reverse Features: Features that some customers love, but others dislike, causing mixed reactions.

Q: 5. Who developed the Kano Model?

The Kano Model was developed by Professor Noriaki Kano , a Japanese researcher and professor at the Tokyo University of Science in the 1980s. He created this model to help businesses understand how different product features impact customer satisfaction and to guide them in making smarter product decisions. The Kano Model has since become a popular tool for product development , helping businesses identify which features matter most to their customers and which ones have little impact.

The Kano Model is a tool that helps businesses understand what makes customers happy with a product. It shows which features customers expect, which ones make them happy, and which ones can surprise and delight them. The model divides features into five categories: Must-Have, Performance, Attractive, Indifferent, and Reverse. By using the Kano Model, businesses can improve their products by focusing on what really matters to customers. In this blog, we will explain the Kano Model, how it works, and how businesses can use it to make customers happy.

Table of Contents

What is the Kano Model?

The Kano Model helps businesses know which product features make customers happy, which ones they expect, and which ones don’t matter to them. It sorts features into five categories: Must-Have, Performance, Attractive, Indifferent, and Reverse. Knowing this helps companies focus on what’s most important for customers.

What is Kano Analysis?

Kano Analysis is a method to find out how different features of a product make customers feel. It helps businesses figure out which features are essential, which ones improve satisfaction, and which ones surprise or delight customers. This helps businesses focus on the things that matter the most for a better customer experience.

What is the History of the Kano Model?

The Kano Model was created in the 1980s by Professor Noriaki Kano, a Japanese researcher who worked in quality management at Tokyo University. At that time, businesses were looking for ways to stand out in the market. Kano’s idea was that not all features in a product make customers happy in the same way. He showed that some features are just expected, like a car having brakes, while others can surprise and delight, like a car with a massage chair. This idea changed how businesses think about customer happiness and is still used today to create products people love.

Also read: What Is the PDCA Cycle? A Product Management Framework

How Does the Kano Model Work?

The Kano Model helps businesses understand which features make customers happy. Here’s how it works:

Gathering Feedback: Companies ask customers what they think about different features, usually through surveys or interviews. They ask how customers would feel if a feature was added or removed.
Classifying Features: Based on feedback, features are sorted into five categories:
- Must-Have: Features that customers expect. If they’re missing, customers will be unhappy, but having them won’t make customers extra happy.
- Performance: Features that improve customer happiness the better they work.
- Attractive: Features that surprise and delight customers. These features are nice to have but not expected.
- Indifferent: Features that customers don’t really care about.
- Reverse: Features that some customers like but others don’t.
Prioritizing Features: Once features are categorized, businesses focus on the ones that will make customers happiest.

What are the Kano Model Feature Categories?

1. Must-Have Features:

These are the basic features customers expect. If missing, customers will be unhappy. For example, a phone must be able to make calls, or a car must have working brakes.

2. Performance Features:

These features affect satisfaction directly. The better they work, the happier the customer. For example, a car’s fuel efficiency or the speed of a laptop.

3. Attractive Features:

These are extra features that surprise customers in a good way. For example, a phone with wireless charging or a car with heated seats. These features are nice to have, but not a dealbreaker if missing.

4. Indifferent Features:

These features don’t matter much to customers. For example, the color of a product’s packaging or small parts that customers never see.

5. Reverse Features:

These features get mixed reactions. Some customers love them, while others don’t like them. For example, a complex user interface might be loved by some but disliked by others.

Also read: RICE Scoring Model: A Prioritization Framework For Product Managers

Why Use the Kano Model?

The Kano Model helps businesses understand what customers want and prioritize features in their products or services. It helps companies focus on what’s truly important to their customers, whether it’s basic features, performance improvements, or extra features that delight them. Using the Kano Model can help businesses improve the customer experience, stand out from the competition, and make better product decisions.

When Should You Use the Kano Model?

The Kano Model is useful when creating or improving a product. It helps businesses decide which features to focus on, especially during the early stages of development. The model is also great for improving an existing product and making it stand out in the market.

How to Use Kano Analysis Results to Improve Your Business

1. Prioritize Customer Needs: Focus on meeting basic needs and improving performance features.

2. Add Excitement Features: Include unexpected features that delight customers and set your product apart.

3. Address Basic Needs: Make sure basic features meet customer expectations to avoid dissatisfaction.

4. Simplify Product Features: Remove unnecessary features and improve reverse features to avoid customer frustration.

5. Use the Results in Marketing: Highlight key features from the Kano analysis to attract customers and make your product stand out.

FAQs

1. What is the purpose of the Kano Model?

The purpose of the Kano Model is to help businesses understand how different features of a product or service affect customer satisfaction. It provides a framework to categorize features into five types: Must-Have, Performance, Attractive, Indifferent, and Reverse. By doing so, businesses can prioritize which features to focus on, ensuring they meet customer expectations, increase satisfaction, and even surprise or delight customers with unexpected features.

2. What insights does the Kano Model provide?

The Kano Model gives businesses clear insights into how different features impact customer satisfaction. It categorizes features into five groups, helping companies understand which features are essential (Must-Have), which ones improve satisfaction as they get better (Performance), which ones surprise and delight (Attractive), and which ones don’t have much impact (Indifferent). It also highlights features that might have mixed reactions (Reverse). This helps businesses make smarter product decisions, ensuring they focus on what matters most to their customers.

3. What are the five types of features in the Kano Model?

The five types are:
Must-Have Features: Basic features customers expect. Their absence causes dissatisfaction, but their presence doesn’t increase satisfaction.
Performance Features: Features that directly impact satisfaction. The better they perform, the more satisfied customers are.
Attractive Features: Unexpected features that delight customers. These aren’t essential, but their presence creates a positive surprise.
Indifferent Features: Features that don’t significantly affect customer satisfaction, whether they’re included or not.
Reverse Features: Features that some customers love, but others dislike, causing mixed reactions.

4. Can you provide an example of the Kano Model in use?

A simple example is a smartphone. The ability to make calls is a Must-Have feature, while camera quality is a Performance feature—better cameras make customers happier. A unique design or long battery life could be Attractive features that surprise customers. Features like phone color or small internal parts may be Indifferent, and a bulky phone could be a Reverse feature, depending on user preference.

5. Who developed the Kano Model?

The Kano Model was developed by Professor Noriaki Kano, a Japanese researcher and professor at the Tokyo University of Science in the 1980s. He created this model to help businesses understand how different product features impact customer satisfaction and to guide them in making smarter product decisions. The Kano Model has since become a popular tool for product development, helping businesses identify which features matter most to their customers and which ones have little impact.

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