Product teams are constantly making bets about which features to build. Most rely on intuition, customer requests, or internal stakeholder pressure. At PR_D_CT DAY 2024, Mathieu Dhondt from Pointerpro presented an alternative: the Kano Model, a structured method for measuring the perceived value of product features. His talk was not a theoretical overview but a practical, hands-on guide to actually running Kano surveys, interpreting the results, and using them to make better product decisions.
The Kano Model's core insight is that more features do not equal more value. Not all features contribute to satisfaction in the same way, and some can actively reduce it. Understanding how different features relate to user satisfaction is the key to building products with confidence rather than building products by committee.
Mathieu walked the audience through the entire Kano workflow: from the theoretical foundations in Herzberg's two-factor theory, through the five relationship categories, to the practicalities of survey design, segmentation analysis, and better-worse prioritization.
