Gartner Research

General Manager Insight: Apply the Kano Model in a Digital Development Organization to Meet Unspoken Needs

Published: 11 July 2019

ID: G00433935

Analyst(s): Lars Van Dam , Mark McDonald


Technology general managers face the challenge of building digital products that deliver new customer value and differentiating customer experiences. Applying the Kano model unlocks requirements and experiences that delight customers not found in the voice of the customer.

Table Of Contents


  • Digital Product Management
  • Extending Beyond the Voice of the Customer
  • Managing a Portfolio of Requirements
  • Expand Your View of Requirements Beyond the Voice of the Customer

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