Prioritising service requirements with the Kano model

Traditional ideas about quality have assumed that user satisfaction is simply proportional to how functional a product is. The Kano model – which was developed in 1984 by Professor Noriaki Kano – states that this is true only for some product features. The model classifies user preferences into five distinct categories: Delighters, Basic Needs, One-Dimensional, Indifferent and Reverse (we’ll describe these later).

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