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Product / BA tool

Kano Model Classifier

For each feature, answer two questions: how you feel if it is present, and how you feel if it is missing. The Kano evaluation table auto-classifies into Must-be, Performance, Attractive, Indifferent, Reverse, or Questionable.

Must-beCustomer unhappy if missing. No delight if present. The price of admission.
PerformanceLinear. More is better. Compete on these.
AttractiveDelight if present. Forgiven if missing. Wow features.
IndifferentCustomer does not care. Stop investing.
ReverseCustomer would prefer this NOT exist. Cut it.

Features

#
Feature
If present
If absent
Category
How the evaluation table maps answers to categories

For each feature you ask two questions: functional ("how do you feel if this is here?") and dysfunctional ("how do you feel if this is not here?"). The five answer choices on both axes map to a 5x5 matrix that the Kano team published in their original 1984 paper.

The intuitive cases: present = "I like it", absent = "I dislike it" → Performance. Present = "I like it", absent = "I can live with" → Attractive. Present = "I expect it", absent = "I dislike it" → Must-be.

The classifier here implements the standard mapping. Questionable means the answers contradict — usually the question was unclear and the survey should be reworded.