Kano Model in Product Management

The Kano Model is a theory for product development and customer satisfaction developed by Noriaki Kano. It categorizes customer preferences into five categories: Must-be, One-dimensional, Attractive, Indifferent, and Reverse. This model helps in prioritizing features based on how they are perceived by customers and their potential to increase satisfaction.


Apple often applies the Kano Model in the development of its products, such as the iPhone, to ensure that new features not only meet basic customer expectations but also include 'delightful' elements that enhance user satisfaction and loyalty.