What is Kano Model?
A framework that categorizes features by how they affect customer satisfaction.
The Kano model is a product development theory that classifies features into five categories based on customer satisfaction: Must-Be (expected basics; absence causes dissatisfaction), Performance (more is better; linearly correlated with satisfaction), Attractive (delighters; unexpected features that create excitement), Indifferent (features customers don't care about), and Reverse (features that actually decrease satisfaction). The model helps product teams avoid over-investing in features that don't drive satisfaction.
Related terms
Feature Prioritization
The process of deciding which product features to build first based on value, effort, and strategic fit.
Product Discovery
The process of determining what product to build through user research, experimentation, and validation.
RICE Scoring
A prioritization framework that scores initiatives on Reach, Impact, Confidence, and Effort.
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