Quality management researcher, Tokyo University of Science

Noriaki Kano

Kano showed that product features affect satisfaction in different ways: some are expected, some please in proportion, and some delight when present without disappointing when absent.

Essential reading: “Attractive Quality and Must-Be Quality” (with colleagues, 1984)
Models in this guide: 1

No. 094Product Thinking
Kano Model
Not all qualities satisfy in the same way: some are expected, some please in proportion, some delight, and today's delighters become tomorrow's expectations.

Kano Model