Kano Model in Product Management

The Kano Model is a theory for product development and customer satisfaction developed in the 1980s by Noriaki Kano. It categorizes customer preferences into five categories: Must-be Quality, One-dimensional Quality, Attractive Quality, Indifferent Quality, and Reverse Quality. This model helps in understanding what features will satisfy or delight customers.


Apple Inc. often uses the Kano Model to prioritize features in its product development process. By identifying which features are considered 'Must-be' or 'Attractive', Apple can create products that not only meet basic customer expectations but also include elements that delight and surprise them.