HKSM
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?
- MoSCoW prioritization
- Kano Analysis
- RICE scoring
- 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.
