Definition
The Kano model is a framework that categorizes customer requirements based on their potential to satisfy users. It classifies features into three main types: basic needs, performance needs, and excitement needs, along with indifferent and reverse categories. By understanding these distinctions, product teams can prioritize development efforts more effectively. The model helps teams identify which features will truly delight customers versus those that are simply expected. For example, a smartphone's basic need might be calling, its performance need might be battery life, and an excitement need could be a novel camera feature. This contrasts with simple feature checklists, as it focuses on the *impact* of features on customer satisfaction. The Kano model is relevant for product management and user experience design, appearing in domains related to customer centricity on exams like the PMI-ACP.