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05.20.11 NPD Glossary

Feature(s)

The solution to a consumer need or problem. Features provide benefits to consumers.  The handle (feature) allows a suitcase or briefcase to be carried easily (benefit).  Usually any one of several different features will be chosen to meet a customer need.  For example, a carrying case with shoulder straps is another feature that allows a suitcase or briefcase to be carried easily.

For more NPD and innovation terms, click here.

Tags: benefit, customer, feature

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