Glossary term
Kano model
A framework that groups product attributes by how their presence or absence affects customer satisfaction.
Also known as: Kano, Kano framework, Kano analysis
The Kano model separates product attributes into different types.
Basic needs are expected. Their absence creates dissatisfaction, but their presence rarely creates excitement.
Performance features create more satisfaction as their performance improves.
Delighters are unexpected features that can create a strong positive response.
Customer expectations change over time. A feature that begins as a delighter may eventually become a basic expectation. The model helps teams discuss customer value, but it does not account for strategy, cost or commercial return on its own.
