A product might be characterized as light, small, scented, reusable, or produced of some specific material. These are features. A feature explains what a product has or the way it was designed or its differences with other products. A feature may make it a good product, but it does not mean that it is necessarily of good quality. For example, a package is a light-weight; yet it doesn’t necessarily mean that the package is strong, does not deform, or that the package is reusable.
An indicator is used to evaluate how good a product is against a requirement or how good it is in fulfilling its intended application. Indicators may include the size, net quantity, material, strength of closure, surface, durability, legibility, or accuracy of construction, depending on the type of product. Useful indicators are more specific than general promotional features and should be observable, measurable, or be related to a certain criteria for comparison.
It may help to consider an example. A reusable food storage container will have features such as a tight-fitting lid, a see-through container, with compartments, and it will be rectangular in shape. The features describe the container. To determine quality, you would check if the lid closes tightly and flat, if the container stands steady on a flat surface, that the edges are rounded and free of cracks, deformation, or discoloration. A lid on the container is a feature. That the lid will be flat, without gaps, or will be strong and stable is an indicator.
Newcomers to product testing often confuse all features with indicators of good quality. The material may be glossy, the packaging decorated or the product scented and its shape may be unusual. While these features may affect the appeal or the consumer preference for the product, they may not necessarily mean that it will be any more usable or durable. Conversely, a simple product may be of good quality even if it is not particularly interesting to look at, because its features support a particular use well. If we are to determine quality reliably, we need to record whether we think we will like it and whether or not it has good condition, good construction, or good performance.
To get a sense of the difference, choose two or more products of the same type and prepare two columns on a sheet of paper. Write down features, which may include what it is made from, size/shape, color, capacity, attachments/extra features, type of package, or unique design features in the left-hand column and quality indicators, such as accurate dimensions, smooth and intact surface, strong connections, readable label, sound construction, or good use suitability, in the right-hand column. Make a point of including all these indicators for each product to avoid one product getting good marks for its features and the other receiving good marks only for its quality.
In some cases, you may choose to record a feature or an indicator for the same item, depending on the focus of your evaluation. For instance, the material might be a feature (such as “this is made of stainless steel”), or it might be part of an indicator (such as the stainless steel surface is smooth and rust-free, which is good for this kind of product). The net quantity may be part of the product information, while consistency between actual amount and declared amount may be a relevant indicator, if it can be accurately measured. In either case, the indicator should be stated such that the question is answerable.
It can also help to reword claims about the quality of a product into questions that can be checked. For example, “good durable construction” becomes “what parts/materials/connections give it durability” and “easy to use” becomes “what features make it easy to open/handle/operate.” If no observable/measurable feature relates to these, the claim must remain under the features/claim column. Small habits such as these go a long way to help turn impressions into more objective evaluation.