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| FEATURE: |
| any element of a product, service, or experience designed to deliver benefit. |
| FEATURE CREEP: |
| the addition of unnecessary elements to a product, service, or experience: sometimes called "featuritis." |
| FIELD TEST: |
| qualitative research used to assess a new product, package, concept, or message. |
| FIFTH DISCIPLINE: |
| the organizational discipline of systems thinking, used to integrate four other disciplines: personal mastery, mental models, shared vision, and team learning. |
| FIRST MOVER: |
| a company or brand that leads a new category. |
| 100 FOCUS GROUP: |
| a qualitative research technique in which several people are invited to a research facility to discuss a given subject; a type of research designed to focus later research. |
| FOLLOWSHIP: |
| the art of building on collaborators' ideas; the opposite of NIH syndrome. |
| FUTURECASTING: |
| a technique used to envision future products, industries, competitors, challenges, or opportunities; a combination of forecasting and imagination. |
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