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Kano Model

Decision ModelsDecision making

Reference model

Kano Model CategoriesA canvas of 6 boxes laid out on a grid of 3 columns and 2 rows: Must-Be, One-Dimensional, Attractive, Indifferent, Reverse, Not Applicable.Must-BeBasic features that customersexpect.One-DimensionalFeatures that increasesatisfaction when fulfilled.AttractiveFeatures that delight customersbut are not expected.IndifferentFeatures that do notsignificantly affectsatisfaction.ReverseFeatures that can lead todissatisfaction if present.Not ApplicableFeatures that are irrelevant tothe product.

Understanding how features affect customer satisfaction helps in prioritization.

About this model

A model that categorizes product features into five types based on their impact on customer satisfaction: Must-Be, One-Dimensional, Attractive, Indifferent, and Reverse.

Originator not stated.

How to read it

  • Focus on the Must-Be features first; they are essential for customer satisfaction.
  • Look at the Attractive features to find opportunities for differentiation.

What this does

Helps prioritize product features based on customer satisfaction and their impact on customer delight, allowing teams to focus on what truly matters to users.

When to use it

Use it when developing or enhancing products to understand which features will delight customers and which are basic expectations.

Not when: Do not use it when customer feedback is unavailable or when the product is not customer-facing.

What happens next

Conduct a feature prioritization session to decide which features to implement first.

Golden thread

Builds on ←

  • Customer Feedback Analysis
  • Feature List

Feeds into →

  • Product Development Roadmap

Use this tool, free

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Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.