The 6 Types of Attribute Classifications in the Kano Model
| Quality Attribute | Definition |
|---|---|
| Must-be (M) | Basic requirements of a product: Absence of must-be attributes leads to increased dissatisfaction, but their presence is not associated with increased satisfaction. |
| Attractive (A) | Cherries on top: Absence of attractive attributes does not cause dissatisfaction, but their presence increases satisfaction considerably. |
| One-dimensional (O) | The more the better: Satisfaction increases linearly with the degree to which a one-dimensional attribute is present. |
| Reverse (R) | Presence of reverse attributes causes dissatisfaction, but their absence is appreciated. |
| Indifferent (I) | Whether present or absent, indifferent attributes don't lead to an increase in satisfaction or dissatisfaction. |
| Questionable (Q) | Response patterns to the Kano questionnaire are contradictory (e.g., when a respondent indicates that an attribute must be present and must not be present at the same time). |