Noriaki Kano published a paper in 1984 to help product managers determine satisfaction with features.
The Kano Model has three core concepts:
- What basic needs must be met?
- Define the mandatory performance requirements?
- Are their attractive needs you can implement to delight customers?
The satisfaction scale looks like this: Delighted > Satisfied > Neutral > Dissatisfied > Disgusted
The functionality scale looks like this: Best > Good > Basic > Some > None
When you combine them, you get this:
There is a complete explanation of this model at the Folding Burrito in exquisite detail. Their site is filled with product management resources.
Kano Can Help
This model is a helpful reminder that when you are creating a product, what delights someone today might become an essential feature later.
The amazing experience of the touch screen on an iPhone in 2007 is now a minimum requirement for a phone. Delighting, surprising, and bringing wow to something new is critical to understanding market opportunities.
The key Kano takeaway is that when marketing a new product or service, you must fulfill the essential and functional needs, but it is in delighting customers that you win their hearts.
Marketing is often a play for the heartstrings – to connect on a visceral level that is a bit irrational. It is bringing an unanticipated WOW when consumers connect with your product. How will your next product delight your customers beyond mere features and functions?
The three-minute video below is a helpful overview video about Kano from another product consulting firm called Kevolvw ie Product Management. It is a helpful reminder if you are undertaking some new product development work.
Need help delighting customers with a new product.
I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Chart courtesy of Folding Burrito
Video courtesy of Kevolve Product Management
