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Kano Model

What is the Keno Model?

The Kano model is a technique used in product development and customer satisfaction research to understand and classify customer preferences. It was developed by Professor Noriaki Kano of Tokyo University in the 1980s.

The Kano model categorizes product features into three categories: basic, performance, and delight


  • Basic features are those that are essential for the product to be considered usable, and their absence would result in extreme dissatisfaction. Examples of basic features for a car could include functioning brakes, headlights, and steering.

  • Performance features are those that provide a linear increase in customer satisfaction when their level is increased. Examples of performance features for a car could include fuel efficiency, horsepower, or safety features.

  • Delight features are those that exceed customer expectations and provide a significant boost in customer satisfaction. They are often unexpected or unique features that differentiate the product from others in the market. Examples of delight features for a car could include a built-in GPS, a panoramic sunroof, or a massage seat.

The Kano model uses customer surveys to determine how customers feel about each feature and categorize them accordingly. By understanding which features are basic, performance, or delight, organizations can prioritize product development efforts, allocate resources more effectively, and better meet customer needs.

The Kano model is widely used in industries such as automotive, software, and consumer electronics, but can be applied to any product or service where customer satisfaction is important.



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