Kano Model block

The block asks respondents two questions for each feature:

• Functional question: How would you feel if you did have this feature?

• Dysfunctional question: How would you feel if you did NOT have this feature?

Based on the combination of answers, features are classified into categories:

01 Must-be features — features that users expect by default. Their absence causes strong dissatisfaction, while their presence is taken for granted.

02 Important (One-dimensional) features — features where more = better. The better the feature is implemented, the higher the satisfaction.

03 Attractive features — “wow-effect” features that pleasantly surprise users. Their absence is not critical, but their presence greatly increases loyalty.

04 Indifferent features — features that do not affect user satisfaction, regardless of whether they are present or absent.

05 Detractor (Reverse) features — features that annoy users. The more of these features in the product, the worse the experience.

The Kano Model block allows you to:

1. Identify development priorities based on real user needs

2. Highlight features that are critical for product launch

3. Discover differentiating features that create a competitive advantage

4. Understand which features can be removed from the roadmap without reducing satisfaction

01 Add instructions

Explain the context to respondents: what the product is and why the feature evaluation is needed. For example:

"We are developing a task management app and want to understand which features are most important to you."

02 Add features for evaluation (up to 15 features)

For each feature, provide:

• Feature name (e.g., "Dark mode")

• Feature description (optional) — a brief explanation of what it is

• Media (optional) — image or video for clarity

03 Enable shuffle (optional)

Turn on the "Shuffle features" option to avoid order effects and get more accurate results.

Example block setup:

Instructions:

"We are working on improving our fitness app. Please rate the following features to help us prioritize."

Features to evaluate:

1. Sync with Apple Health / Google Fit

2. AI-based personalized workout plan

3. Video calls with a trainer

4. Social feed with friends’ achievements

5. Dark mode

Respondents will see two questions per feature with the following answer options:

Functional question:

• I like it

• I expect it

• I am neutral

• I can tolerate it

• I dislike it

Dysfunctional question:

• I like it

• I expect it

• I am neutral

• I can tolerate it

• I dislike it

Two types of data visualization are available:

01 Feature priority analysis

A table with detailed information for each feature:

• Category — feature type (Must-be, One-dimensional, Attractive, Indifferent, Reverse)

• Better (%) — satisfaction coefficient. Shows the percentage increase in user satisfaction when the feature is present.

Formula: (Attractive + One-dimensional) / (Attractive + One-dimensional + Must-be + Indifferent)

• Worse (%) — dissatisfaction coefficient. Shows how much satisfaction decreases if the feature is absent.

Formula: -1 × (One-dimensional + Must-be) / (One-dimensional + Must-be + Attractive + Indifferent)

• Priority — automatically generated recommendation based on category and coefficients. For example:
  • "Critical to implement — 72% of users will be dissatisfied without this feature"

  • "Medium priority — will create a positive wow-effect for 68% of users"

  • "Low priority — users don’t care whether this feature is present"

02 Response distribution by feature

Visual representation of how respondents rated each feature:

• Percentage of answers per category (Must-be, One-dimensional, Attractive, Indifferent, Reverse)

Methodology: how Kano analysis works

The Kano method is based on an evaluation table linking responses to functional and dysfunctional questions:

Legend:

• A = Attractive

• M = Must-be

• O = One-dimensional

• I = Indifferent

• R = Reverse

• Q = Questionable

Example:

If a respondent answered “I like it” to the functional question and “I can tolerate it” to the dysfunctional question, the feature is classified as Attractive.

Each feature is assigned a dominant category (most frequent among respondents) and the Better and Worse coefficients are calculated.

Important: Questionable responses are excluded from coefficient calculations. The report shows the percentage of such responses.

1. Optimal number of features

   Test 5–7 features at a time. If there are more than 10, respondents may get fatigued and answer quality decreases. Split into multiple Kano blocks if needed.

2. Clear wording

   Use plain language, avoid technical jargon. Add a brief description if the feature name could be ambiguous. Images can help clarify.

3. Audience segmentation

   Perform Kano analysis separately for different user segments (e.g., beginners vs. experienced users). The same feature may be One-dimensional for one group and Indifferent for another.

4. Periodic repetition

   Perceptions of features change over time. What was Attractive a year ago may become Must-be today (e.g., Dark mode in apps). Repeat the research every 6–12 months.

5. Combine with other blocks

   After the Kano block, add an open-ended Question block:

   "Which other features would you like to see in the product?"

   This helps uncover ideas you might not have considered.

6. Use shuffle

   Always enable the "Shuffle features" option to eliminate order effects. Features listed first often receive higher ratings simply because of their position.

7. Context matters

   Provide usage context in instructions. For example, instead of “Rate the features,” write:

   "Imagine you use the app daily for work. Rate how important the following features are to you."