With the Kano model, each potential feature is broken down into different categories along with the user’s emotional response:
Attractive Needs: These features trigger satisfaction and delight, but users aren’t too bothered if the feature isn’t included.
Performance Needs: These features trigger delight or dissatisfaction when they’re not present.
Basic Needs: These are the features your customer expects to be there. Not including them is dissatisfying.
The vertical axis shows us the level of customer satisfaction, which ranges from needs not being met on the left, to the needs being fully met on the right.
To gain this customer insight you’ll need to develop a Kano questionnaire so you can ask your users how they’d feel about gaining or losing a particular feature.