Kano coding is a method of mapping a personas response to a specific effect. The Kano methodology is a much richer means of representing the importance and satisfaction measures used by other methods.

The Kano space is shown in the following figure.


The vertical axis represents a person’s response to a specific feature, capability or outcome or experience. The horizontal axis represents the level (amount, quantity etc.) of that specific attribute. Curves in this space have specific names and meanings as described below. Green curves represent positive influences, red curves negative ones.

• Must Have (MH)
  

Absence is highly negative but, after a certain threshold level, more doesn’t make any difference

• Delighter (D)
  

Absence isn’t noticed but presence is highly values

• More the Better (MTB)
  

A linear response where more of it is better (e.g. horsepower)

• Less the Better (LTB)
  

An inverted linear response where less of something is viewed as better

• Absence Delighter (AD)
  

Presence doesn’t matter or isn’t noticed but absence creates a strong positive

• Can’t have/Spoiler (S)
  

Presence above a threshold is highly negative otherwise it makes no difference