Kano Model

The Kano Model is used to analyse and identify consumer preferences for features and group them into multiple categories. Categorise up to 15 features according to the relationship between a product's attributes and customer satisfaction to help identify which features you should focus on when developing your product. Features are categorised into the following categories:

  • Must-be needs: These features are expected to be delivered well. Exclusion or poor implementation of these features will cause consumers to view the product as a failure
  • Attractive needs: These features are not expected by consumers, but will lead to high satisfaction from consumers if included
  • Performance needs: These are features that contribute to satisfaction proportionally. The more performance features a product has, the greater the overall satisfaction
  • Indifferent, Questionable, or Indifferent needs: These are features that consumers are indifferent to, have mixed preference for, or reduce overall satisfaction when included. These are the features that you should ignore when developing your product

Key outputs of the Kano Model

Feature categorisation matrix

Feature categorisation matrix

By plotting the average score for functional and dysfunctional scores, features can be categorised into the four main categories - Attractive, Performance, Must-be, and Indifferent. The feature categorisation matrix provides a quick at-a-glance summary of how features are categorised by the average respondent
Categorise features by consumer preference

Feature breakdown showing consumer categorisation of features

The core output of the Kano Model, the feature breakdown table shows a detailed analysis of the categories consumers consider each of the features. Each cell shows the proportion of respondents who consider the feature to be part of that category. The overall category of the feature is determined by the largest proportion. This output allows for a more nuanced view of how features are seen by respondents, showing which features may be considered important for some respondents but not for others.

Range optimisation
Features and claims

Generic Conjoint

Feature and claim selection and measuring willingness to pay for features for a single product.

Pricing research
Range optimisation

Brand-Specific Conjoint

Brand-specific conjoint is a discrete choice method for markets where potential product characteristics vary across brands or SKUs.

Features and claims

Claims Test

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

Range optimisation
Features and claims

MaxDiff Analysis

MaxDiff analysis for robust ranking of flavours of your product by consumer preference; or usage occasions by frequency.

Range optimisation

Product Variant Selector

Feature and claim selection and pricing in markets where product characteristics vary across brands, SKUs, or price tiers.

Pricing research

Brand-Price Trade-Off

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

Pricing research

Gabor-Granger Pricing Method

Determine price elasticity for a single product and identify revenue-maximising price level.

Pricing research

Van Westendorp Price Sensitivity Meter

The Price Sensitivity Meter helps determine psychologically acceptable range of prices for a single product and approximately estimate price elasticity.

Concept testing

A/B Test

Perform focussed comparisons between two items to determine which performs better.

Concept testing

Ad Test

Test the effectiveness of your advertisements using a comprehensive research method

Concept testing

Digital Asset Test

Test the effectiveness of your digital advertisements in an online environment

Concept testing

Image Test

Test the effectiveness of your images in an online environment

Concept testing

Monadic Test

Compare performance of concepts or products through thorough testing on several metrics.

Concept testing

Product Description Test

Validate your product descriptions before release

Concept testing

Product Concept Test

Determine the best concepts through focussed testing

Concept testing

Video Test

Test the effectiveness of your videos in an online environment

Concept testing

Idea Screener

Perform preliminary screening to find your best product ideas.

Concept testing

Package Test

Discover the best packaging for your products

Range optimisation
Features and claims

TURF Analysis Simulator

Conduct automated TURF analysis on any dataset using’s user-friendly TURF analysis tool.


DIY Experimental Design

Allowing advanced choice modellers to upload their own experimental designs and perform data collection on


Monthly Omnibus Survey

Track consumer attitudes and perceptions on regular basis in the USA, UK, France, and Spain in a timely and cost-efficient manner.


Free Survey Tool

Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.