The complete guide to the Kano model
  • The complete guide to the Kano model
  • Why I wrote this guide
  • A short note on terms used
  • The value of the Kano model
  • The Kano model in a nutshell
  • Step-by-step guide to a Kano study
    • First rule of a Kano study
    • Gathering features
    • Designing your Kano survey
      • The art of formulating good questions
      • More on questions
      • Wording the answers
      • Test your survey
    • Administering your Kano survey
      • In person or online?
      • Selecting survey participants
      • Survey layout
    • Analysing the results of your Kano study
      • Classic Kano survey analysis
      • Continuous analysis
      • Validity and reliability
  • Applying your Kano study results
    • Prioritizing features
      • Prioritising by Kano category
      • Prioritising within categories
      • Prioritising by the value of a feature's presence and the cost of its absence
    • The product development lif
      • Understanding Kano categories to make the right decisions
      • Removing features
      • Identifying areas of improvement
      • The under-utilisation of the Reverse category
      • Disrupting conventions
    • Uncovering customer segments
    • Tracking the life cycle of customer attitudes and product features
      • The life cycle of successful product features
      • Other patterns
      • Customer satisfaction over time
    • Product communication
    • Organisational benefits
      • Objective decision making
      • Product process
      • Resource allocation
    • When not to use the Kano method
  • History of the Kano model
    • Genesis of the Kano model
    • Extensions to the Kano model
    • alternative-kano-methods
    • kano-model-critique
  • Appendices
    • appendix-i-answer-labels
    • appendix-ii-bibliography
  • Deleted
    • Preface
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  1. Applying your Kano study results
  2. Prioritizing features

Prioritising by Kano category

The basic version

Last updated 8 months ago

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Once you've tallied the results of your survey, the easiest way to prioritise your product roadmap is by category:

  • First, work on the Natural features. Without them, your product's perceived value will decrease;

  • Next, work on One-Dimensional features. Underperforming One-Dimensional features lead to a lower perception of value, so these features must be improved;

  • Only then work on Attract features: their absence or underperformance won't impact perceived value, but their presence will;

  • Then have a look at the Indifferent features: are your customer Indifferent because , or can you just leave these features aside?

  • Reverse features are a special brand. You typically won't have a lot of Reverse features, but if you do, take a better look. Depending on , you might find that the inverse of the feature could be a Natural feature. Prioritise accordingly.

they don't know the features' value yet
how you interpret this result