Features and Benefit Analysis – Kano

£35.00 excl. VAT


  • Paired Question analysis of Product / Service Features.
  • Basic, Performance and Innovative features identified for products and services.
  • Autonomous and/ or live workshop use – compelling Feature and Benefit analysis.
  • Identification and management of competitive advantage.
  • Use in conjunction with product pricing and forecasting strategy activities.
  • Easy integration with your own Spreadsheets / Workbooks.
  • Download, install and use immediately after purchase.


The Features and Benefits model utilises ‘paired analysis’ in the form of sliders (which physically aligns to one of five pre-set questions) to quickly ascertain its alignment to one of the three attributes of the Kano model (Basic, Performance and Innovative). Why is this important? …Having the ability to recognise a product or service deficiency becomes a powerful strategic tool. For example, after analysis a ‘Product’ with no identified Innovative (exciting) features, but still has a collective of Performance and Basic Features, is fundamentally destined to compete on Price because all its features are available on competing products. Following this observation strategic actions can accordingly be put in place. The F&B model therefore becomes a powerful and integrated part of strategic planning activities and harmonious with continuous improvement.



Features and Benefit Analysis – Based on KANO mapping.

The Kano Model of product development and customer satisfaction was published in 1984 by Dr Noriaki Kano, professor of quality management at the Tokyo University of Science.

The model encourages you to think about how your products relate to your customers’ needs, while moving from a “more is always better” approach to product development to a “less is more” approach.

The Kano model (…in its academic form) encourages you to think about how your products relate to your customers’ needs (and associated benefits), while moving from a “more is always better” approach to product development to a “less is more” approach. However despite the visual simplicity of the Kano model, in practice it can sometimes be misunderstood because of the levels of ambiguity and the inability to add facts to the argument and / or hypothesis. This is where this new interactive model (Features and Benefit Analysis) provides a valid solution…

Constantly introducing new features to a product can be expensive and may just add to its complexity without boosting customer satisfaction. On the other hand, adding one particularly attractive feature could delight customers and increase sales without costing significantly more.

Using Paired analysis, we determine the 3 qualities of your product/service. By using sliders to reveal each hypothesis, results are presented, indicating the following quality levels:

– Basic Qualities
– Performance Qualities
– Innovative Qualities

The model assigns three types of attribute (or property) to products and services:

1. Threshold Attributes (Basics). These are the basic features that customers expect a product or service to have.

2. Performance Attributes (Satisfiers). These elements are not absolutely necessary, but they increase a customer’s enjoyment of the product or service.

3. Excitement Attributes (Delighters). These are the surprise elements that can really boost your product’s competitive edge. They are the features that customers don’t even know they want, but are delighted with when they find them.