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Kano Model
Classify features by attractiveness to users
As part of the Feature and Pricing Suite for SaaS, the Kano Model is a time-tested tool that helps you differentiate potential features according to users' needs. Developed in 1984 by Professor Noriaki Kano, the Kano Model is used for:
- Understanding users' perceptions when each potential feature is included and excluded from the software offering.
- Categorising what users perceive as must-be, performance, attractive, and are indifferent to.
- Aligning product development and marketing, by focusing on the features that generate user acquisitions and expansions.
What is the Kano Model?
Feature Classification Table
Learn the detailed distribution of responses and the category assigned to each feature
Through analysing every respondent's feelings toward the inclusion and exclusion of each feature, the features are categorised to represent the largest proportion of respondents.
In this example, data history is assigned as a must-be feature, as the category reflects 43% of respondents.
Feature Categorisation Matrix
Understand the categorisation of software features at a glance
The Feature Categorisation Matrix averages the respondents' functional and dysfunctional scores to allow you to compare features across four quadrants - must-be, performance, attractive, and indifferent.
The example shows that out of the 12 features investigated, four features (i.e., Feature 5: Online support, Feature 10: Free tutorials and guides, Feature 6: All OS compatible, and Feature 2: Cloud storage) are considered must-be features and should be included in all offerings.
Recommended further actions
The Kano Model helps you achieve product-market fit by classifying your software features according to their attractiveness to users. The following table summarises Conjoint.ly's recommendations to assist you in perfecting your software offering:
Functional score
| High | Attractive features | Performance features |
|---|---|---|
Low dysfunctional score & High functional score
| High dysfunctional score & High functional score
| |
| Low | Indifferent features | Must-be features |
Low dysfunctional score & Low functional score
| High dysfunctional score & Low functional score
| |
| Low | High | |
| Dysfunctional score | ||
Developed by Professor Noriaki Kano in 1984, the Kano Model is used as a research methodology to discover the relationships between a product feature and customer satisfaction. As shown below, the model outlines four different relationships between customer satisfaction and performance.
These relationships allow a product feature to be categorised into one of four categories, summarised in the following table:
| Category | Explanation | Example |
| Attractive features | Seen as delighters, these are never expected but cause joy when they occur. Customer satisfaction increases exponentially as the feature is developed further. | Subscribing a video-on-demand service and finding that you have been given access to a premium music subscription - for free! |
| Must-be features | These are the hard requirements. Your product will fail if these features do not meet the standard, but you won't receive praise for including them. | Imagine a document processor without the save function? You would be very disappointed as you expected that to be included. |
| Performance features | The more these features and the higher their performances are, the more satisfied your customers are. | What would happen if your cloud storage provider offered you 10TB storage at the same rate you're currently paying for 5TB storage. The extra storage will leave you more satisfied. |
| Indifferent | Customers are indifferent to these features. Their level of functionality does not affect satisfaction at all. | Your new accounting software subscription comes with a free umbrella. |
To discover users' preferences, the Kano Model survey presents each respondent with a pair of functional and dysfunctional perception questions. A functional question asks how the respondent feels when the feature is offered, whereas a dysfunctional question asks about the feeling when the feature is excluded. Take the example Kano Model survey or check out the survey flow section for the samples of Kano Model questions.
Each feature is assigned a category according to the following matrix based on the responses.
| Dysfunctional | |||||||
| Like it | Expect it | Neutral | Tolerate | Dislike | |||
| 4 | 3 | 2 | 1 | 0 | |||
| Like it | 4 | Questionable | Attractive | Attractive | Attractive | Performance | |
| Expect it | 3 | Reverse | Questionable | Indifferent | Indifferent | Must-be | |
| Functional | Neutral | 2 | Reverse | Indifferent | Indifferent | Indifferent | Must-be |
| Tolerate | 1 | Reverse | Indifferent | Indifferent | Questionable | Must-be | |
| Dislike | 0 | Reverse | Reverse | Reverse | Reverse | Questionable | |
For example, when a respondent expects Feature 1 to be included, and dislikes when Feature 1 is excluded, Feature 1 is categorised as a must-be feature for the respondent.
Then, Conjoint.ly generates the Feature Categorisation Matrix and Feature Classification Table based on continuous and discrete analysis, respectively.
Want to learn more about the Kano Model? Check out the free template set up with a case study for classifying attributes for a new smartphone.
A Kano Model survey consists of the following stages:
Stage 1: Screening questions
The survey begins with screening questions to filter potential survey respondents and ensure only the desired audience is re-directed to complete the survey. Some commonly used screening questions include demographics, usages, and behaviours.
How would you best describe your usage, or intended future use regarding the enterprise software?
No Use or Plans
Plan to Use
Using
Heavy user
Stage 2: Functional and dysfunctional questions
Next, qualified respondents are asked a pair of functional and dysfunctional perception questions for each feature. A functional question asks how the respondent feels when the feature is offered, whereas a dysfunctional question asks about the feeling when the feature is excluded.
Please consider the following feature regarding the enterprise software.
Unlimited online support
How would you feel if the feature was included in Soundwave?
Please consider the following feature regarding the enterprise software.
Unlimited online support
How would you feel if the feature was not included in Soundwave?
Stage 3: Additional diagnostic questions
Lastly, the survey ends with additional diagnostic questions, such as gender, location, and current software usage, that help you perform the subgroup analysis for more in-depth insights.
How many people are employed at your company?
1-50
51-200
201-500
More than 500
Which of the following enterprise software are you using?
Software A
Software B
Software C
Software D
Software E
Software F
Brand X
Brand Y
Soundwave Co
None of the above
Take a sample Kano Model survey to experience how the respondents go through the decision-making process. Or book a call to discover your users' needs now!
Looking to perfect your SaaS offering?
Whether you are looking for insights on your user needs, adopting new users, expanding to a new market or reducing churn rate, Conjoint.ly's team of experts are here to provide you with solutions on time and on budget.
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