KANO Model

The KANO Model survey asks two questions per feature:

1. "How do you feel if this feature is present?"
2. "How do you feel if this feature is absent?"

Respondents answer each on a scale from "I like it" to "I dislike it". The combination of answers places each feature into one of four categories:

When to use it

Reach for the KANO Model when:

• you want to distinguish between table-stakes features (must-haves) and delighters
• your product team cannot agree on which features to build next
• you are entering a competitive market and want to know what baseline is expected vs. what would differentiate you

How to configure it

Open the question in the builder and expand Settings:

• Features — the list of features to evaluate (8–12 recommended per survey).
• Response scale — the labels for each response level (default: I like it / I expect it / I am neutral / I can tolerate it / I dislike it).
• Auto-classification — SurveyKar applies the KANO decision matrix automatically and shows category counts in Reports.

Tips

Tip — Keep each KANO survey focused on one product area. Each feature requires two questions, so 10 features = 20 questions — this is already at the limit of what respondents will complete without fatigue.

Tip — Prioritise features in this order: Must-Haves first (fix what causes dissatisfaction), then Performance features (improve what drives satisfaction), then Excitement features (add what delights).