Kano Model Calculator

Feature Name

If the feature is PRESENT, how do you feel?

If the feature is ABSENT, how do you feel?

What is the Kano Model?

The Kano Model classifies features based on how they affect customer satisfaction. Developed by Professor Noriaki Kano, it helps prioritize features that truly delight customers.

Feature Categories:

Must-be: Expected basics - absence causes dissatisfaction
One-dimensional: More is better - linear satisfaction
Attractive: Delighters - unexpected features that wow
Indifferent: Customers don't care either way
Reverse: Presence actually decreases satisfaction

	Dysfunctional (Absent)
Functional (Present)	Like	Expect	Neutral	Tolerate	Dislike
Like	Q	A	A	A	O
Expect	R	I	I	I	M
Neutral	R	I	I	I	M
Tolerate	R	I	I	I	M
Dislike	R	R	R	R	Q

M=Must-be, O=One-dimensional, A=Attractive, I=Indifferent, R=Reverse, Q=Questionable

Related Tools

NPS Calculator Product-Market Fit MoSCoW RICE Calculator Opportunity Scoring
View all tools →

Frequently Asked Questions

How do I collect Kano survey data? ▼

For each feature, ask two questions: (1) How would you feel if this feature was present? (2) How would you feel if this feature was absent? Use the 5-point scale: Like it, Expect it, Neutral, Can tolerate, Dislike. Survey multiple users and aggregate results.

What does "Questionable" mean? ▼

Questionable results (like both presence AND absence) usually indicate the respondent misunderstood the question or the feature wasn't clearly explained. If you get many questionable responses, reconsider how you're describing the feature.

How should I prioritize based on Kano categories? ▼

Priority order: (1) Must-be features first - these are table stakes, (2) One-dimensional features next - these differentiate you, (3) Attractive features to delight - these create loyalty. Skip Indifferent features and avoid Reverse features.

Do Kano categories change over time? ▼

Yes! Features often migrate: Attractive → One-dimensional → Must-be as they become industry standards. GPS in phones was once "Attractive," now it's "Must-be." Re-evaluate periodically as customer expectations evolve.

How many responses do I need? ▼

Aim for at least 20-30 responses per feature to get reliable categorization. For important decisions, 50+ responses give better confidence. Segment by user type if your product serves different audiences.

Prioritization library

Choose a method, calculate a score, then apply it

This library connects every ProductLift prioritization guide, calculator, template, and product workflow. Start with the framework guide if you do not know which method fits your decision.

Learn the prioritization frameworks Prioritize inside ProductLift

Start and compare

Pick the right route before committing to a scoring model.

RICE

Balance reach, impact, confidence, and effort.

ICE

Score ideas quickly with impact, confidence, and ease.

MoSCoW

Classify requirements by what a release must, should, could, or will not include.

Other methods and tools

Use a visual matrix or a specialized model when simple scoring is not enough.

The faster, easier way to capture user feedback at scale

Join over 5,204 product managers and see how easy it is to build products people love.

from 124+ reviews

Did you know 80% of software features are rarely or never used? That's a lot of wasted effort.

SaaS software companies spend billions on unused features. In 2025, it was $29.5 billion.

We saw this problem and decided to do something about it. Product teams needed a better way to decide what to build.

That's why we created ProductLift - to put all feedback in one place, helping teams easily see what features matter most.

In the last five years, we've helped over 5,204 product teams (like yours) double feature adoption and halve the costs. I'd love for you to give it a try.

Ruben Buijs

Founder & Digital Consultant