Calculator Library / Voice of the Customer
Classify features as Must-Be, Performance, Attractive, Indifferent, Reverse, or Questionable using paired functional and dysfunctional survey responses. Edit each feature, and the tool applies the standard Kano evaluation table automatically.
Live Tool
Inputs: Functional response + Dysfunctional response per feature
Ask each survey respondent two questions per feature: "How do you feel if this feature is present?" and "How do you feel if this feature is absent?" Enter the most common answer pair for each feature.
Editable List
| Feature | Functional Response | Dysfunctional Response |
|---|
Preview
| Feature | Kano Category |
|---|
List each candidate feature, then record the most common functional response (how customers feel when the feature is present) and dysfunctional response (how they feel when it is absent) from your Voice of the Customer survey. The tool applies the standard Kano evaluation table to classify each feature automatically.
| Category | Meaning | Investment Guidance |
|---|---|---|
| Must-Be | Expected baseline; dissatisfies if missing, does not delight if present | Fund to table stakes; do not over-invest beyond meeting the expectation |
| Performance | Satisfaction scales directly with how well it is delivered | Invest proportionally to competitive differentiation |
| Attractive | Delights when present, no penalty when absent | High-leverage differentiator if resources allow |
| Indifferent | Customers do not notice or care either way | Deprioritize unless it serves another purpose |
| Reverse | Customers prefer the opposite of what was proposed | Do not build without re-validating the assumption |
| Questionable | Contradictory answers, usually a confusing survey question | Re-word the question pair and re-survey |
Use Print / Save PDF to open the browser print dialog and save the finished analysis as a PDF. Use the Word and Excel buttons when you need an editable file for Microsoft Office. Use the Google Doc and Google Sheet buttons when you need a file that can be uploaded or imported into Google Drive.
The Kano Model classifies product or service features by how they affect customer satisfaction, using a pair of survey questions for each feature: one asking how the customer feels if the feature is present (functional), and one asking how they feel if it is absent (dysfunctional).
A Must-Be feature causes dissatisfaction if missing but does not increase satisfaction when present. Customers expect it and take it for granted, such as an app that does not crash.
An Attractive feature delights customers when present but does not cause dissatisfaction when absent, because customers were not expecting it in the first place.
A Questionable result usually means the functional and dysfunctional answers contradict each other, often because the survey question was misunderstood. Review the wording of that feature's question pair.