Kano survey measures customer
reactions with an inverse pair of
questions for each feature
“Functional” form (y-axis =
satisfaction)
If you have this feature, how
would you feel?
“Dysfunctional” form (x-axis =
functionality)
If you do not have this
feature, how would you feel?
It was later suggested to add a third
Likert item measuring each feature’s
importance to better understand their
relevance to customers.
Kano Survey Results
These features are
attractive.
I don’t expect this feature, but its
presence delights me. My delight will
naturally decay over time as the
novelty wears off.
These features drive
performance.
My overall product satisfaction
increases in proportion to this
feature’s level of sophistication. More
is better with these attributes.
I am indifferent to the
presence of these features.
The presence or absence of these
features have little to no influence on
my product satisfaction. These tend to
be money sinks.
Satisfaction
(y-axis)
Functionality (x-axis)
If you do NOT have this feature, how would you feel?
If you
have this feature, how would you feel?
These features are
mandatory.
The absence of this feature frustrates
me and leads to my dissatisfaction.
The presence of this feature does not
increase my satisfaction however, it
meets my basic needs.
Kano depicts customer perceptions of
a feature at a specific moment in time