Module 2 · Lesson 7 of 16
Kano analysis
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Learning objectives
- Classify customer needs as must-be, performance or attractive.
- Interpret satisfaction asymmetry.
- Avoid investing in delight while basics fail.
Three types of need
- Must-be — absence causes dissatisfaction, presence is expected.
- Performance — satisfaction rises with the level delivered.
- Attractive — surprises the customer when present.
Garment-factory example
Correct size and colour are must-be; shorter replenishment lead time is a performance need; proactive digital traceability may delight some buyers today.
Method
- Formulate paired functional/dysfunctional questions.
- Survey representative customers.
- Classify responses.
- Combine with importance and business feasibility.
Common mistakes
- Using Kano with too few or unrepresentative customers.
- Investing in delight while basic conformance fails.
Knowledge check
Pick one answer per question. Explanations appear after you submit.
1. Meeting a must-be need:
2. Kano categories:
Author: NOSK.life · Last reviewed: 2026-07-21