Session Brief: Kano Model

Goal

Artifact: Kano Matrix

Working Question

Which of the proposed features are must-have basics, performance drivers, or delighters, and which are irrelevant or even blocking?

Context

Feature list with short neutral descriptions; target group definition and recruiting plan; existing customer feedback data as validation; possibly a budget for incentives.

Setup

• Format: Method session
• Duration: 1-2 days setup, 1-2 weeks surveying, 1-2 days analysis
• Mode: Workshop or async
• Participants: One researcher owns the survey and analysis, one product manager owns the feature list and interpretation, one designer supports feature wording, and at least 30 respondents from the target group for statistical validity.
• Owner: One researcher owns the survey and analysis, one product manager owns the feature list and interpretation, one designer supports feature wording, and at least 30 respondents from the target group for statistical validity
• Participation mode: Team round, shared work and alignment
• Outcome logic: Finish artifact

Participation Logic

Use the session for shared understanding. Contributions are collected visibly, assumptions are aligned, and open differences remain traceable in the artifact.

Outcome Logic

The session works directly toward Kano Matrix. After the session, the artifact should be shareable, reviewable, or reusable.

Input

Online survey tool (Typeform, Google Forms, SurveyMonkey) or interview guide; Kano evaluation spreadsheet with discrete analysis table (5x5 matrix) or continuous analysis plot; feature list as a numbered catalog.

Preparation

Create a paired question set for each feature (functional: "How do you feel if feature X exists?"); dysfunctional: "How do you feel if feature X does not exist?"). Set answer scale to 5 levels (like, expect, neutral, can live with, dislike). Run a pilot with 3 people, then scale up.

Agenda

1. Phase 1: Feature list and question pairs (2-4 h) Owner: Facilitator Action: Formulate each feature description neutrally and concretely. Create both functional and dysfunctional questions. Set answer scale. Randomize order. Hint: Marketing language will distort the result. Prefer technical-neutral phrasing: "inline validation in form" instead of "seamless, intelligent form help." Output: Kano Matrix

2. Phase 2: Pilot with 3-5 people (2-4 h) Owner: Facilitator Action: Test the survey with a small group. Check comprehensibility. If systematic understanding issues appear, rephrase or drop the feature. Hint: Skipping the pilot reduces data quality later. At least 3 participants, ideally 5, with a follow-up interview to review question clarity. Output: Feature Classes

3. Phase 3: Main survey (1-2 weeks) Owner: Facilitator Action: Distribute online survey to at least 30 target-group people. Track response rate, and recruit reminders or improve incentives where needed. Check sample representativeness. Hint: Fewer than 30 responses make the analysis statistically weak. For a specific subgroup, 15-20 can work, but only with qualitative interpretation. Output: Priority Themes

4. Phase 4: Discrete analysis (4-6 h) Owner: Facilitator Action: Assign one category per feature via 5x5 matrix (Must-be M, One-dimensional O, Attractive A, Indifferent I, Reverse R, Questionable Q). Determine dominant-category mode per feature. Hint: High Q share usually means the question was unclear or respondents did not understand the feature. If more than 5% are Q for one feature, revise the question. Output: Kano Matrix

5. Phase 5: Interpretation and roadmap derivation (2-4 h) Owner: Owner Action: Must-be: required, do not remove. One-dimensional: investment drives satisfaction in a near-linear way. Attractive: differentiation, low expectation. Indifferent: de-prioritize. Reverse: generally remove. Discuss implications with PM and stakeholders. Hint: Kano categories are a snapshot. Delighters become performance over time, then become must-be (for example smartphone camera). Re-run survey every 12-24 months. Output: Feature Classes

6. Publish artifact (10 min) Owner: Owner Action: Check the artifact for completeness, define location, set version or status, and name review recipients. Output: Kano Matrix

Closeout

• Update result artifact: Kano Matrix
• Define location, version, and review recipients.
• Define owner, next step, and review date.

Kano Matrix: Kano Model

Working Question

Which of the proposed features are must-have basics, performance drivers, or delighters, and which are irrelevant or even blocking?

Context

Feature list with short neutral descriptions; target group definition and recruiting plan; existing customer feedback data as validation; possibly a budget for incentives.

Participants

• Owner: One researcher owns the survey and analysis, one product manager owns the feature list and interpretation, one designer supports feature wording, and at least 30 respondents from the target group for statistical validity
• Participants: One researcher owns the survey and analysis, one product manager owns the feature list and interpretation, one designer supports feature wording, and at least 30 respondents from the target group for statistical validity.

Input

Online survey tool (Typeform, Google Forms, SurveyMonkey) or interview guide; Kano evaluation spreadsheet with discrete analysis table (5x5 matrix) or continuous analysis plot; feature list as a numbered catalog.

Template

Kano Working Matrix

Output artifacts

• Kano Matrix:
• Feature Classes:
• Priority Themes:

Decision or recommendation

What consequence follows from the matrix?

Completion Check

• Kano Matrix is complete enough for review:
• Location:
• Version / status:
• Review by:
• Next step:

Next Step

• Review result
• Mark open questions
• Schedule review or decision