Kano Model What Is It and It’s Relation to Six Sigma
                     Kano Model: What Is It and It’s Relation to 
Six Sigma
The Kano Model stands out as a powerful tool for 
understanding and prioritizing customer needs and 
preferences in quality management. Dr. Noriaki 
Kano developed it in the 1980s. It offers a 
structured approach to categorizing customer 
requirements and guiding product and service 
development efforts. This blog will delve into the 
basics of the Kano Model, exploring its key 
concepts and principles, and examining. It will also 
mention about its relevance to Six Sigma 
methodology.
The Essence of the Kano Model:
At its core, the Kano Model recognizes 
that not all customer requirements are 
created equal. Some features or 
FABRIKAMRESIDENCE attributes may be considered essential 
by customers, while others may be seen 
as merely satisfactory or even delightful. 
The model categorizes customer needs 
into five distinct categories:
Basic Needs (Must-Haves):
These are essential requirements 
that customers expect as a 
minimum standard. Failure to 
meet these needs can lead to 
significant dissatisfaction for 
customers.
3
Performance Needs (One-
Dimensional)
These needs directly correlate 
with customer satisfaction. The 
more a product or service fulfills 
these requirements, the more 
satisfied customers will be.
4
Excitement Needs (Attractive)
These are unexpected features or 
attributes that can pleasantly 
surprise customers and enhance 
their overall experience. While not 
essential, they can differentiate a 
product or service in the eyes of 
customers. 5
Indifferent Needs (Indifferent)
These needs don’t enhance or 
detract from customer 
satisfaction. They are often taken 
for granted and do not 
significantly impact customer 
perception.
6
Reverse Needs (Must-Not-Haves)
These are features or attributes 
that, if present, can actually 
decrease customer satisfaction. 
Eliminating these factors is 
crucial to avoiding 
dissatisfaction.
7
Kano Model and Six Sigma Relation
The principles of the Kano Model align 
closely with the goals and 
methodologies of Six Sigma, 
particularly in the areas of customer 
focus and continuous improvement.
8
Here's how the it relates to Six Sigma
• Voice of the Customer (VOC) Analysis
• Quality Function Deployment (QFD)
• Designing for Delight:
• Continuous Improvement:
Voice of the Customer (VOC) Analysis
Six Sigma emphasizes the importance of 
understanding customer needs and 
preferences through VOC analysis. The Kano 
Model provides a structured framework for 
categorizing and prioritizing customer 
requirements, helping organizations identify 
critical-to-quality characteristics and focus 
their improvement efforts accordingly.
Quality Function Deployment (QFD)
QFD is a key tool in Six Sigma for 
translating customer needs into specific 
product or service features. Integrating 
Kano Model into QFD processes can 
help organizations accurately capture 
customer requirements and reflect in 
product design and development 
activities. 
Designing for Delight
The Kano Model's focus on 
excitement needs aligns with the 
concept of designing for delight in Six 
Sigma. By identifying opportunities to 
exceed customer expectations and 
deliver unexpected value, 
organizations can differentiate 
themselves in the marketplace and 
foster customer loyalty.
Continuous Improvement
Both the Kano Model and Six Sigma 
promote a culture of continuous 
improvement. By regularly 
monitoring customer satisfaction and 
feedback, organizations can identify 
changing customer preferences and 
adapt their products and services 
accordingly, driving ongoing 
innovation and excellence.
Conclusion:
The Kano Model offers valuable insights into understanding and 
prioritizing customer needs and preferences. Hence, making it a 
valuable tool for organizations striving for customer-centricity and 
excellence. When integrated with Six Sigma methodologies, the Kano 
Model can enhance VOC analysis, guide product and service 
development efforts, and drive continuous improvement initiatives. 
By leveraging the principles of the Kano Model in conjunction with Six 
Sigma, organizations can better meet customer expectations, drive 
innovation, and achieve sustainable competitive advantage in today's 
dynamic marketplace.
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Closing Slide & Resource:
Resource:
 https://
www.mindcypress.com/blogs/quality-management/kano-model-what-is
-it-and-it-s-relation-to-six-sigma