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Feature prioritisation

Kano model survey template

Functional and dysfunctional pairs for each feature to classify must-haves, performance features and delighters.

7 questions · about 4 minutes to complete · free on every plan

More product development templates

Free account required. The template is copied into your workspace; edit anything before publishing.

When to use it
When deciding which features justify their cost.
Who it is for
Users familiar with the product.

How to use this template

  1. Keep the feature list under ten and describe each in user terms.
  2. Use the Kano pairs (how would you feel if it had / did not have) to separate must-haves from delighters.
  3. Share what you learned and one change you made. People answer the next survey when the last one visibly mattered.

Questions in the kano model survey template

  1. 1. If the product HAD [Feature A], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  2. 2. If the product did NOT have [Feature A], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  3. 3. If the product HAD [Feature B], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  4. 4. If the product did NOT have [Feature B], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  5. 5. If the product HAD [Feature C], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  6. 6. If the product did NOT have [Feature C], how would you feel?

    single choice · I like it, I expect it, I am neutral, I can tolerate it, I dislike it

  7. 7. How important is [Feature A] to you overall?

    single choice · Not important, Slightly, Moderately, Very, Critical

What the results look like

IllustrativeSynthetic sample of 120 responses generated for this preview, not real survey data. Your results page shows the same charts for your own responses.

1.If the product HAD [Feature A], how would you feel?

120 answered
Answer distribution
AnswerCountPercent
I like it1613%
I expect it2723%
I am neutral2118%
I can tolerate it2521%
I dislike it3126%

2.If the product did NOT have [Feature A], how would you feel?

120 answered
Answer distribution
AnswerCountPercent
I like it4437%
I expect it87%
I am neutral108%
I can tolerate it1815%
I dislike it4033%

3.If the product HAD [Feature B], how would you feel?

120 answered
Answer distribution
AnswerCountPercent
I like it3731%
I expect it2218%
I am neutral1513%
I can tolerate it2823%
I dislike it1815%

4.If the product did NOT have [Feature B], how would you feel?

120 answered
Answer distribution
AnswerCountPercent
I like it119%
I expect it5344%
I am neutral2118%
I can tolerate it98%
I dislike it2622%

How to read these questions

  • single choice: Read the share choosing each option, then cross-tab by a segment question to see who differs.

Frequently asked questions

What is a Kano survey?

A pair of questions per feature asking how the user would feel if it were present and if it were absent. The combination classifies features as must-have, performance, delighter or indifferent.

How long does the kano model survey take to complete?

About 4 minutes: 7 questions, most of them single-tap. Every question can be edited, removed or reordered in the builder before you publish.

Is this template free to use?

Yes. Every template is included on the Free plan. Sign up, click Use this template, and it is copied into your workspace where you can edit it, add your logo and share it by link, email or embed.

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