When you’re developing a new product or refining an existing one, understanding what your customers truly value is fundamental. Not all features are created equal; some are deal-breakers if absent, while others can create unexpected delight. This is where Kano Analysis comes in. It’s a powerful framework that helps you prioritise features based on how they impact customer satisfaction.
This guide will walk you through the Kano Model, explaining its core components and how you can apply it to make smarter product decisions. By the end, you’ll have a clear understanding of how to identify the features that will not only satisfy your customers but also set your product apart from the competition.
The Kano Model Explained
The Kano Model, developed by Professor Noriaki Kano in the 1980s, classifies product attributes into three main categories based on their effect on customer satisfaction. Understanding these categories is the first step to using the model effectively.
1. Basic Attributes (Must-Haves)
These are the features your customers expect as standard. If they are present, customers remain neutral, but if they are absent, customers will be extremely dissatisfied. Think of them as the entry ticket to the market. For example, a hotel room is expected to have a bed and a clean bathroom. No one will write a rave review because their room had a bed, but they will certainly complain if it doesn’t. Identifying and including these basic attributes is non-negotiable.
2. Performance Attributes (One-Dimensional)
With performance attributes, there is a direct, linear relationship between the feature’s presence and customer satisfaction. The more you provide, the happier your customers become. For a car, fuel efficiency is a classic performance attribute. A car that offers 50 miles per gallon is more satisfying than one offering 30. These are the features where you directly compete with others in the market, and improvements often lead to a measurable increase in satisfaction.
3. Excitement Attributes (Delighters)
These are the unexpected features that, when present, create a significant jump in customer satisfaction. Customers don’t expect them, so their absence doesn’t cause dissatisfaction. However, their presence can generate delight and create loyal fans. The first time a smartphone included a high-quality camera, it was an excitement attribute. Today, it has become a basic expectation. These ‘delighters’ are what can give your product a real competitive edge.
How to Conduct a Kano Analysis
Conducting a Kano Analysis involves surveying your customers to understand their feelings about specific features. The process is straightforward but requires careful planning.
- Select Features: Choose a list of current or potential features you want to evaluate.
- Design the Questionnaire: For each feature, you will ask two questions:
- Functional Question: How would you feel if this feature was present?
- Dysfunctional Question: How would you feel if this feature was absent?
For both questions, the response options are typically: “I like it,” “I expect it,” “I am neutral,” “I can tolerate it,” and “I dislike it.”
- Survey Your Customers: Distribute the questionnaire to a representative sample of your target audience.
- Analyse the Results: Use a Kano evaluation table to categorise each feature based on the paired responses. This will classify features as Basic, Performance, Excitement, Indifferent, or even Undesirable (Reverse).
From Theory to Lasting Impact
The insights gained from a Kano Analysis are invaluable for any team aiming to build products that customers love. It shifts the focus from simply adding more features to adding the right features—those that genuinely enhance satisfaction and loyalty.
By categorising attributes into must-haves, performance drivers, and delighters, you can allocate resources more effectively and build a strategic product roadmap. This ensures you’re not just meeting expectations but strategically exceeding them, creating a product that stands out and retains its value in a changing market.
