Understanding what customers want is fundamental to the new product development process. To be successful in this area you need to be able to correctly identify what features are important to your target customers, and integrate them into your product. You must know the difference between what the customer really wants, and just a listing of product features.

Product features include such factors as form, color, size, weight, odor, material, and tactile qualities. A new car can offer thousands of alternatives when one considers the exterior and interior options. Features are important as they may help back up the benefit. But consumers will not buy the car unless it provides them with a benefit.

A benefit answers the question, "So what can that do for me?" While the development of new products like the iPhone and iPad were a research breakthroughs, the product will only sell if the customer sees value in it.

Brainstorming too many features ensures that your MVP will have enough features and benefits for your customer to see value in it.