Kano model

The Kano model is a theory of product development developed in the 80's by Professor Noriaki Kano which classifies customer preferences into five categories: AttractiveOne-DimensionalMust-BeIndifferentReverseThese categories have been translated into English using various different names (delighters/exciters, satisfiers, dissatisfiers, etc.), but all refer to the original articles written by Kano. The Kano model offers some insight into the product attributes which are perceived to be important to customers. The purpose of the tool is to support product specification and discussion through better development team understanding. Kano's model focuses on differentiating product features, as opposed to focusing initially on customer needs (as used in the Klein grid model). Kano also produced a methodology for mapping consumer responses to questionnaires onto his model.
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