KANO Model is a product management tool that helps in understanding customer needs and preferences. It was developed by Japanese researcher Noriaki Kano in the 1980s. The model categorizes customer requirements into three types: basic, performance, and excitement.
Basic needs are the essential requirements that customers expect from a product or service. These are the features that customers take for granted and do not add any value to the product. For example, a car must have a steering wheel, brakes, and an engine to function. These are basic needs that customers expect from a car.
Performance needs are the features that customers look for in a product to enhance its performance. These features add value to the product and make it more desirable. For example, a car with good fuel efficiency, comfortable seats, and a powerful engine is more desirable than a car with basic features.
Excitement needs are the features that customers do not expect from a product but are delighted to have. These features are not essential for the product to function but add a wow factor to it. For example, a car with a sunroof, a built-in GPS system, and a premium sound system is more exciting than a car with basic and performance features.
The KANO Model helps product managers to prioritize features based on customer needs. Basic needs must be met first, followed by performance needs, and then excitement needs. By understanding customer needs, product managers can create products that meet customer expectations and provide a better user experience.
Overall, the KANO Model is a valuable tool for product managers to understand customer needs and create products that meet those needs. By prioritizing features based on customer needs, product managers can create products that are more desirable and provide a better user experience.