Kano Model checklist: feature selection, fielding, and analysis steps

This checklist covers the full Kano Model cycle — from picking features and segments through fielding the survey to translating categories into roadmap actions. Use it for a single prioritization study or as the backbone for recurring quarterly Kano refreshes.

Before

• Pick 8–15 candidate features whose absence or presence the user would actually notice
• Confirm with stakeholders that the Kano result will inform a real decision
• Define the customer segments to study and target 100–200 respondents per segment
• Write functional and dysfunctional question pairs for each feature
• Add a 1–9 importance scale question after each pair
• Pilot the survey with 5 internal team members and rewrite anything confusing
• Choose the survey platform (Conjointly, Qualtrics, Survalyzer, CraftUp, Folding Burritos spreadsheet)

During

• Field for 1–2 weeks and monitor completion rate per segment, not just totals
• Watch for high Questionable response rates (signal of unclear wording — fix and re-field)
• Exclude straight-liners and speeders from the data set
• Track the per-feature response distribution as data comes in to spot any odd patterns

After

• Run the discrete analysis: classify each respondent, tally per feature, pick dominant category
• For studies with 200+ respondents, run the continuous analysis (scatter plot of Functional vs Dysfunctional)
• Calculate average importance score per feature
• Group features into action buckets: must build, differentiator, defer, cut
• Flag features where the dominant category is within 10 points of the runner-up
• Compare segments and highlight the largest divergences
• Schedule 5–8 follow-up interviews with respondents from divergent segments
• Write the report leading with the decision and the priority list, not the method notes
• Plan a Kano refresh in 6–12 months for any feature that scored Attractive