A short note on terms used

Presence and performance

The Kano model gauges how a customer feels about having something and not having something. That something could be performance-related (such as the speed of a car) or presence-related (such as the car having brakes). That's why in this book, the terms performance and presence are used interchangeably.

Product and services

You can use the Kano model to understand how customers feel about your product or service. I'll be using the term product most, but bear in mind that can also mean any kind of intangible service.

Features and attributes

I'll be using the term feature most, but it's interchangeable with attribute. In other words, the Kano model works for both functional capabilities and properties or characteristics of a product or service.