July 4

Understanding the Kano Model: Prioritizing Features for Product Development

(Note: This video is taken from our Kano Analysis course on Udemy. Get this course on a special discount by clicking here.)


In the world of product development, it's crucial to prioritize features to ensure customer satisfaction and market success. The Kano Model is a powerful tool that helps in this process by classifying features into different categories based on their impact on customer satisfaction. In this blog post, we will delve into the details of the Kano Model and explore each of its five categories: Must-be features, One-dimensional quality, Attractive quality, Indifferent quality, and Reverse quality.

1. Must-be Features:

Must-be features are the basic expectations that customers have from a product. These features are essential, and their absence would result in high customer dissatisfaction. For example, a cell phone should be able to make calls, a car should be able to transport you, and a pen should be able to write. Prioritizing must-be features is critical because failing to include them can lead to customer dissatisfaction.

2. One-dimensional Quality:

In the One-dimensional quality category, the satisfaction level is directly proportional to the level of feature implementation. As you implement these features, customer satisfaction increases proportionally. For instance, the amount of data provided with a cell phone plan directly impacts customer satisfaction. More data leads to higher satisfaction, while less data can result in dissatisfaction. Prioritizing one-dimensional quality features allows you to enhance customer satisfaction effectively.

3. Attractive Quality:

Attractive quality features, also known as delighters, go beyond customer expectations. These features may not cause dissatisfaction if absent, but their presence leads to a disproportionate increase in customer satisfaction. Customers are pleasantly surprised and delighted by the inclusion of these features. For example, a laptop with an extra screen, beyond the standard display, can create excitement and satisfaction. Prioritizing attractive quality features can differentiate your product from competitors and generate customer enthusiasm.

4. Indifferent Quality:

Features categorized as indifferent have little to no impact on customer satisfaction. The absence or presence of these features does not significantly affect customer sentiment. Customer satisfaction remains relatively flat, as indicated by a horizontal line on the Kano Model plot. While these features may not be crucial to prioritize, it's essential to ensure they meet acceptable standards to maintain customer expectations.

5. Reverse Quality:

The reverse quality category includes features that, when implemented, lead to customer dissatisfaction. These features might seem counterintuitive, but they can negatively impact the overall user experience. Identifying and avoiding reverse quality features is crucial to prevent customer dissatisfaction and maintain product quality.


The Kano Model provides a systematic framework for prioritizing features in product development. By classifying features into categories such as Must-be, One-dimensional, Attractive, Indifferent, and Reverse quality, you can effectively allocate resources and focus on features that will have the most significant impact on customer satisfaction. Prioritizing must-be features ensures basic expectations are met, while one-dimensional and attractive quality features enhance satisfaction and delight customers. By understanding these categories and their implications, product developers can create products that meet and exceed customer expectations, leading to market success.

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