Kano Prioritization

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A set of concepts and methods that benefit companies to determine customer (and prospect) satisfaction with product functionality. These ideas are often referred to as the Kano Model, based on the customer satisfaction with the functionality of our product depending on the level of functionality provided (how much functionality is available or how far it is being achieved). Functional prioritization of Kano models usually consists of three main steps: Research, analysis, and decision. In this article, we will decompose these steps step by step. The Kano model shows that some types of functions, even good functions, will not produce positive satisfaction in users.

Kano Prioritization

The Kano model is based on customer perception to analyze the potential product function. To provide viable products simultaneously, choose the function that can provide maximum customer satisfaction. It originated in product development and was published in 1984 by Dr. Noriaki Kano in the Japan Quality Control Association Journal. The model has also been applied to software development and project solution as a prioritization method.

Under this model, potential product functions are evaluated for client observation (or required client viewpoint) and then allotted to different classes based on their required impact on client pleasure. Then, the development team can choose the appropriate hybrid functions under the constraints of team operations (time, budget, resources).

How to Practice the Kano Model to Prioritize Employment

The Kano model helps companies prioritize a feature based on how happy it is to its customers. Put its customers front and center in this way, giving its product the best chance of success in the market.

Study (Conducting the Kano Study)

The first step is to design and run a Kano study. It is a product manager’s chance to gather valuable customer voice (VoC) information about the features you prioritize. Two questions are suggested for each function or initiative.

  • A functional or positive problem: This will explore how they feel about the feature.
  • An abnormal or harmful issue: Discuss how they would feel without that function.

To Analyze the Results of the Kano Study

  • Discrete Analysis: For many, this is the simplest way to analyze the data from Kano’s study, but it is also the most superficial way to get the answers the company needs.
  • Continuous Analysis

A more rigorous method of analyzing Kano study data is continuous analysis. Using this method, the company converts each respondent’s answer to a “satisfaction potential” score, ranging from -2 to 4.

Prioritize and Decide

After the product manager determines what the data from Kano’s study tell himself, he will have to judge how to answer those solutions.

He may not have the experience or support to complete all the functions his respondents said they want.

Required Features

Essentials are features customers expect to be part of a product or service. These represent the basic requirements of company customers. These features will not please its customers in any way. At best, they will be neutral on these functions. However, if the product team does not have a required feature, their customers will be depressed.

Performance Characteristics

The more these capabilities the customer receives, the more satisfied they become. Performance characteristics somehow improve the performance of company products.

Performance features are cost, entertainment, ease of use, and safety. These are the types of functionality customers evaluate when evaluating whether a product is appropriate for their needs. If these functions exist, they will lead to satisfaction, and if they do not exist, they will lead to dissatisfaction.

Reverse Function

These traits, if they exist, actually make company customers bored, but if they do not exist, they make its customers happy. The salmon lines in the figure represent them.


The definition and prioritization of functions must be a complex activity. The Kano model is a method to reveal the dark corners of the product backlog and identify essential functions. Try this model if the product team wants to find new ways to connect with users and differentiate its product features from the competition. The model is not a panacea for all company product problems, but it is an easy way to use and get a better understanding of its markets, users, and products.

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