Kano Analysis Template for Excel
Turn customer feedback into a clear, visual priority plan.
This Kano Analysis template helps you categorize and prioritize product features based on how they impact customer satisfaction—so you can separate basic expectations from true differentiators, and make smarter roadmap decisions with less guesswork.
Built around Professor Noriaki Kano’s model, the spreadsheet gives you a ready-to-use workspace to map features across satisfaction and lifecycle, then capture notes and decisions in one place.
What this template helps you do
✅ Classify features using the Kano model (Must-Be, One-Dimensional/Performance, Attractive, Indifferent, Reverse)
✅ Visualize feature impact on a clean Kano chart (Satisfaction Level vs. Place in Lifecycle)
✅ Prioritize roadmap items by focusing on what increases satisfaction the most
✅ Track feature notes and context (why it matters, user segment, evidence, next step)
✅ Estimate the average product time to change based on the lifecycle inputs (helpful for planning releases and improvement cycles)
What’s inside the spreadsheet
✅ Professional Kano Analysis dashboard with a clear layout and branded header
✅ Navigation bar for quick access (Instructions + Kano Analysis)
✅ Product name field so every analysis stays organized and reusable
✅ Feature table including:
✅ S/N (auto numbering)
✅ Feature Name
✅ Satisfaction Level (score)
✅ Lifecycle – Year (position in lifecycle)
✅ Notes
✅ Kano chart visualization that displays the categories clearly (Reverse → Indifferent → Must-Be → Attractive → Highly Satisfied)
Kano categories covered (quick meaning)
✅ Must-Be (Basic Needs): expected; missing = dissatisfaction
✅ One-Dimensional (Performance Needs): better performance = higher satisfaction
✅ Attractive (Excitement Needs): unexpected delights; boosts satisfaction strongly
✅ Indifferent: doesn’t move satisfaction either way
✅ Reverse: some users like it, others dislike it (depends on segment)
How to use (simple workflow)
✅ Enter your Product Name
✅ Add features in the table (one feature per row)
✅ Score each feature’s Satisfaction Level
✅ Add the Lifecycle – Year value (where it sits in the product lifecycle)
✅ Review the chart to spot:
✅ “Must-fix basics” (Must-Be)
✅ “High ROI improvements” (Performance)
✅ “Differentiators” (Attractive)
✅ “Low impact work” (Indifferent)
✅ “Segment-sensitive features” (Reverse)
Who this is for
✅ Product Managers & Product Owners
✅ Project Managers working on product initiatives
✅ UX / CX teams running Voice of Customer studies
✅ Startup founders planning MVP → V2 improvements
✅ Business analysts prioritizing requirements
Compatibility
✅ Delivered as an Excel file and can be uploaded/imported into Google Sheets for online use (visual formatting may look slightly different depending on your Google Sheets settings).
