Tools and Training 
Kano Model

Download: Kano Model worksheet (DOC)

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What is the Kano model?
How to construct a Kano model
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The Kano Model helps prioritize customer needs and requirements by grouping them into three categories:

• Expected/Must Haves
• Nice to Have/Normal
• Exciters/Delighters

1. Determine your customer requirements (the CTQ tree is a good tool to use before the Kano model).
2. Determine in which Kano model category each customer requirement and/or performance requirement belongs. You may need to go back to your customer to determine this.
3. Once customer requirements are categorized, prioritize them based on category:
   1) Expected/Must Haves,
   2) Nice-to-Have/Normal, and
   3) Exciters/Delighters.
   Ideally, you will do all the "must haves," most of the "nice-to-haves," and at least a few "exciters."
4. For the "nice-to-haves" and "exciters," determine which can reasonably be incorporated into your products and services based on resources and capacity, while maintaining efficiency and effectiveness.

Kano Model Analysis
MindTools

What is the Kano Model?
American Society for Quality

What is the Kano Model?
American Society for Quality