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Kano Analysis

A method introduced by Noriaki Kano in 1984 for grouping product features by their impact on customer satisfaction: exciters/delighters, performance features (satisfiers), basic expectations that cause dissatisfaction if missing (dissatisfiers), and indifferent attributes that do not affect satisfaction.

Key Points

  • Classifies features into four groups: Exciters/Delighters, Satisfiers (performance), Dissatisfiers (must-be), and Indifferent.
  • Guides prioritization by focusing on what most increases customer satisfaction for the effort invested.
  • Customer satisfaction is non-linear: adding basics rarely increases satisfaction, while delighters can create outsized positive reactions.
  • Categories shift over time as markets mature; validate via customer research (e.g., Kano questionnaires with functional/dysfunctional pairs).

Example

In backlog refinement for a mobile app, the team runs a Kano survey. Biometric login is classified as a Delighter, faster load times as a Satisfier, GDPR compliance as a Dissatisfier (must-be), and custom color themes as Indifferent. The product owner prioritizes must-be and performance items first, then schedules the delighter for an upcoming release.

PMP Example Question

A product owner wants to prioritize features based on how each one influences customer satisfaction, recognizing that some basics prevent dissatisfaction, some improve satisfaction proportionally, and a few create unexpected delight. Which technique should the team use?

  1. MoSCoW prioritization
  2. Kano Analysis
  3. RICE scoring
  4. Pareto analysis

Correct Answer: B — Kano Analysis

Explanation: Kano Analysis classifies features as delighters, satisfiers, dissatisfiers, or indifferent to understand and prioritize by their effect on customer satisfaction.

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