The Kano model is a way of analyzing customer requirements by diagramming user’s wants across 2 axis; satisfaction with your output and how much of your goals you achieved. Depending on how you perform on those axis, your clients can be classified as delighted, neutral, or dissatisfied.
3 Categories of Customer’s Needs:
- The basic requirements. aka “must be”
- If these are not present, the customer is not happy.
- Variable requirements. aka “more is better”
- Ex. Personal attention by staff.
- Also called latent requirements (Not basic, expected, but desirable and unexpected).
- These features go beyond the immediate needs of the consumer.
- What is considered a delighter today may be a requirement tomorrow.