---
title: Kano Model
description: "Not every customer requirement is equally important. The Kano Model helps you sort requirements by their effect on satisfaction, so you invest where it matters most. Watch the short video, then work with the toolkit PDF: it explains the method,…"
url: "https://skillagility.com/en/resources/kano-model/"
updated: "2026-10-07"
category: 01 DEFINE
---

# Kano Model

Not every customer requirement is equally important. The Kano Model helps you sort requirements by their effect on satisfaction, so you invest where it matters most. Watch the short video, then work with the toolkit PDF: it explains the method, shows a worked example and gives you a blank template to fill in.

Tool video

The short tool video will appear here.

[Kano-Model_Toolkit_EN](https://skillagility.com/wp-content/plugins/embedpress/assets/pdf/web/viewer.html?&file=https%3A%2F%2Fskillagility.com%2Fwp-content%2Fuploads%2F2026%2F10%2FKano-Model_Toolkit_EN.pdf#key=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)

## Kano Model in short

1. **List the requirements.** Use your VOC Translation Matrix or CTQ-Tree.
2. **Ask two questions.** For each requirement, ask customers: how would you feel if it were present? How would you feel if it were missing?
3. **Sort into categories.** Strong dissatisfaction when missing points to Basic, linear satisfaction to Performance, delight when present to Excitement.
4. **Set priorities.** Fix broken Basics first, then improve Performance. Note Excitement ideas for later or for DFSS.

Key points

- Basic, Performance and Excitement requirements affect satisfaction differently.
- Fix basics first, then improve performance.
- Performance requirements usually become your SMART goals.
- Delighters fade into basics over time.

**Related tools:** [VOC Translation Matrix](https://skillagility.com/en/resources/voc-translation-matrix/) · [CTQ-Tree](https://skillagility.com/en/resources/ctq-tree/) · [SMART Goals](https://skillagility.com/en/resources/smart-goals/)