The Kano Model is an insightful way of understanding and categorizing 5 types of Customer Requirements (or potential features) for new products and services. (Basic, Performance, Excitement, Indifferent, and Reverse) Each category of requirements has a distinctly different influence on customer satisfaction. The model was created in the early 80’s but continues today to be an essential tool for all organizations independent of industry or size. It is used in Step 1 of the Systematic Innovation Process. Microsoft Excel template available for Kano Surveys and Analysis are available. Watch a great 6 minute video on the Kano Model at our sister website: www.kanomodel.com Questions Welcome!!