Checklist
Kano Model Application Checklist
"What features do customers want" and "which features actually drive satisfaction" are different questions — and most roadmaps only answer the first one.
What the Framework Reveals
The five-category test that prevents building features nobody needed
5
Kano categories: Must-Be, Performance, Attractive, Indifferent, Reverse
2
questions per feature: functional and dysfunctional response
30%
the budget-allocation red line for Indifferent/Reverse features
Customers can tell you what they want and still be wrong about what actually moves their satisfaction. The Kano Model separates the two by asking a functional and a dysfunctional question about every proposed feature, then classifying the response into one of five categories — from table-stakes "Must-Be" features to actively harmful "Reverse" ones. The output is a hard budget-allocation rule: if more than 30% of development spend lands on features customers are indifferent to, that's not a roadmap problem, it's a stop-and-reallocate problem.
Source: Pages 3 · Jan 2026 · MKA-26-CK, Executive Summary
Built for: Product managers and VoC teams.
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