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

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.

Kano Model Videos

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