Example data. Fieldnote is a fictional company used to fill all 61 boards, so the examples tell one consistent story.
Mature Fieldnote: Karim runs a Kano questionnaire with 60 owners on 8 roadmap candidates before the annual plan.
What the team took away
Offline mode is a basic: nobody will praise it, everyone will leave without it. The skills matrix, loud in sales calls, scored indifferent and left the roadmap.
How to run it
Preparation
Pick 10 to 15 candidate features, described in one customer-facing sentence each. More than 15 and the questionnaire response rate collapses.
Send the paired questionnaire (functional and dysfunctional question per feature) to 30 or more customers a week before. Collect the answers in a sheet.
Invite product, one designer, and someone from customer success who can read the results against real accounts.
On the board: the Kano grid, one sticky per feature, and the classification counts already computed from the sheet.
Agenda
15 min
Explain the categories Basic: expected, absence angers. Performance: more is better. Delighter: unexpected, absence is fine. Indifferent: nobody cares. Give one example of each from your own product.
30 min
Place the features Post each feature in the category that won the count. Mark close calls where two categories are within 10 %.
30 min
Read the surprises Which features the team thought were delighters turned out basic, and which loud requests turned out indifferent. Customer success explains the accounts behind each surprise.
25 min
Segment check Split the results by segment or plan. A feature basic for enterprise and indifferent for SMB is a packaging decision, not a build decision.
20 min
Decide Basics missing go first, no debate. Then choose between performance and delighters based on strategy. Indifferent gets cut from the backlog today.
Pitfalls
Do not run Kano on features customers cannot picture. Vague descriptions produce indifferent scores that mean 'I did not understand'.
Do not skip the dysfunctional question. Without it you cannot tell a basic from a performance feature.
Delighters decay into basics within a couple of years. Do not treat today's classification as permanent.
Afterwards
The classified list feeds the RICE scoring or the roadmap: basics first, then the strategic choice. Share the surprises with sales and marketing; they change the pitch. Rerun on a new segment or every 12 months.