Kano Model

Noriaki Kano - developed this model. The Model breaks the needs into 3 categories

Performance Needs : More is better

Must-Have needs : They dont create satisfaction by being met. This is like bare minimum expected. However, if must have’s are missing then it will lead to dissatisfaction.

Delighters : Provide unexpected benefits that exceed customer expectations. The absense of it oesn’t cause dissatisfaction because customers aren’t expecting it. However, over the time “Delighters” start becoming “Must Have”

Think about the Customer benefits relevant in the product category& clarrify them into the above 3 categories.

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