Kano model

July 2, 2014

The Kano model is a method to assess the value of product features. It is based on two questions about a feature (after demonstrating and explaining it): How would you feel if this feature was present? And: How would you feel if this feature was not provided? Answers to the two questions are to be categorised as follows:

  1. I like it (Delighted)
  2. I expect it (Satisfied)
  3. I’m neutral (Neutral)
  4. I can tolerate it (Disappointed)
  5. I dislike it (Dissatisfied)

Squaring the two answers to a feature will identify the type (and the value) of a feature:

  • Attractive
  • One Dimensional
  • Must Have
  • Unimportant
  • Undesired

After this categorisation exercise, further analysis can be carried out, e.g. filtering rsults by persona type (First adopters, late adopters, non adopters). Additional insight can be derived from a third question, in which the user rates the importance of a feature on a Likert scale from 1 (Not at all important) to 9 (Extremely important).

More about how to design and carry out a Kano study in UX magazine


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