The Kano Model is a model for the analysis of customer requirements. There are five levels of quality. Basic Characteristics are implicit customer expectations. These features exist and only when they are not there does the customer notice, leading to dissatisfaction. One-dimensional Qualities are known to the customer and can create satisfaction or dissatisfaction based on how well they fulfill the requirements. Attractive qualities are value creating characteristics which were not expected and are distinguished features over the competition. Indifferent qualities are aspects that are neither good nor bad for the customer. Reverse qualities are when, for example, too many features lead to dissatisfaction and vice versa. The Kano model can be used to structure and evaluate ideas for products and services. In service concepts, once the basic characteristics and features are covered, other features can be included to create differentiation from the competition. Care should be taken to avoid costly customer dissatisfaction.