You'll learn to categorize product features into Must-be, One-dimensional, Attractive, Indifferent, or Reverse groups using the Kano framework. By the end you'll be able to calculate satisfaction and dissatisfaction coefficients to objectively prioritize your product roadmap. This lesson gives you a step-by-step procedure for designing dual questions, recruiting 8–15 participants per segment, and interpreting data to prevent dissatisfaction and drive delight.