A framework for prioritizing product or service features based on how they impact customer satisfaction. Understand what customers expect, what delights them, and what doesn't matter.
Kano Analysis is a framework for prioritizing product or service features based on how they impact customer satisfaction. It categorizes features into five main types, helping you understand what truly matters to your customers.
Essential features customers expect. Missing these causes dissatisfaction, but adding them doesn't increase satisfaction much.
Features where satisfaction increases proportionally with performance (e.g., faster delivery).
Unexpected features that delight customers and create strong positive feelings.
Features that don't significantly impact satisfaction.
Features that some customers dislike.
This visualization shows how customer satisfaction changes with implementation level for each feature category.
Three curves representing Delighters (exponential satisfaction growth), Performance Needs (linear satisfaction growth), and Must-Be (minimal satisfaction impact once present).
Visualize where features fall based on their implementation level and customer satisfaction impact.
Quadrant layout for visualizing feature categories. Color-coded points for easy interpretation.
Helps prioritize features based on customer impact and satisfaction potential.
Guides resource allocation for maximum customer satisfaction and ROI.
Supports strategic product development decisions with data-driven insights.
Collect customer feedback on features using functional/dysfunctional questions.
Plot features on a Kano diagram to visualize their category and impact.
Use insights to prioritize development efforts and maximize customer satisfaction.
Interactive charts and diagrams for clear feature categorization.
Clear framework for deciding what to build first.
Understand what truly matters to your customers.
Data-driven approach to product development strategy.
Ask both functional ("If feature exists") and dysfunctional ("If feature doesn't exist") questions.
Different customer segments may categorize features differently—analyze by segment.
Feature categories can change over time—regularly reassess as customer expectations evolve.