The Kano model is a system for using customer feedback to set product and feature development priorities. It was developed in the 1980s by Professor Noriaki Kano, who aimed to understand and communicate five universal categories of customer requirements that all product developers need to be aware of. The model measures product features based on two axes: satisfaction and functionality, with customers rating features across five emotional responses and a scale of best, good, basic, some, and none. Features can fall into one of five categories: must-be, performance, attractive, indifferent, or reverse, which helps teams prioritize features in their roadmap based on customer needs. The Kano model has benefits such as saving time and money, identifying priority areas, increasing customer satisfaction, and relying on immediate customer feedback, making it a strategic approach to product development that remains relevant today.