What is a Kano Model

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.

Kano Model
Kano Model

What are the key elements that make the Kano Model effective?

When Would You Use a Kano Model?

Where / How do you collect the customer feedback needed to build a Kano Model?

How could you use a Kano Model to determine requirements?

How could you use a Kano model to influence future strategy?

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.

How to Build a Kano Model

How do you get the

Example of a Kano Model in a DMAIC Project

Helpful Kano Model Videos

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.