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Glossary - Pg. 208

APPENDIX Glossary Added Value Increased or additional benefit with regard to, for example, real and perceived worth, market value, desirability, merit or use. Agenda A list of items or matters of business requiring attention. Audience The intended target market of people to which a particular product or service is aimed or created. Audit An inspection or verification of a particular aspect of an organisation by a qualified person or consultancy. A risk audit assesses potential dangers or losses, whereas a financial audit assesses the health and status of accountancy systems and procedures. Brand Identity An identifying mark or trademark which represents an organisation's vision, mission, beliefs and purpose. Competitive Advantage The position or condition adopted in order for a company, product or service to differentiate itself beneficially from other offers, so gaining favour with consumers. Competitive Analysis The process of investigating and separating into parts the merits of particular companies, products or services over other rival and competing offers. Comparisons are made relative to, for example, price and quality, and a position defined to ensure success against these competing offers. Consumer The end user, purchaser, buyer, customer or user of particular products or services. Context The background information that provides the frame of reference for establishing the relationship between one thing and another, and the meaning associated with surrounding conditions related to, for example, history, location or position. Contingency An allowance (for example, of time or money) put aside in the event of any unforeseen circumstances or future emergencies sustained during a project. Copyright An exclusive right giving legal protection to the use of a particular design, creative work or other publication, for example music, literature and art. Customer Satisfaction The fulfilment of the customer relationship and the customer experience in a gratifying way that, in the face of increased competition and rising consumer expectations, helps to attracts and retains customers. Demographics Classifies consumer `types' according to where they live. Types are assumed to share attitudes and beliefs and purchasing habits. Design Guardian Person or consultancy responsible for ensuring an organisation is using design to its maximum effect, monitoring and promoting the effective use of design, and ensuring coherence between the organisational vision, the brand identity and the design guidelines. Design Process The specific series of events, actions or methods by which a procedure or set of procedures are followed, in order to achieve an intended purpose, goal or outcome. Design Review Group assessment of design work held at periodic or key stages of the design process, during which design work is critically discussed, debated and assessed against the brief or other performance measures. The goal is to make the decision to progress to the next stage of the process, redesign, or even abandon the project all together. Design Standard An authorised measure, a set of principles, or an established level of quality and achievement, serving as a benchmark for an acceptable outcome. Differentiate Unique product and service features and benefits, or unique advertising and promotion, to sustain competitive advantage and enable consumers to tell the difference between competing offers. Hidden Agenda An implied, but unspoken, reason for doing something. Inclusive Design Design that takes into account the needs of individuals or groups normally excluded; for example, the partially sighted. Innovation To introduce new methods or ideas, or to make changes and variations which indicate a radical departure from the usual way of doing things. Intellectual Property Rights (IPR) Gives legal protection to the ownership of new ideas or brand names and gives the owner the right to stop other people exploiting their property. IPR includes patents, registered designs and design right, registered trademarks and copyright. Interaction Design A way of designing such that the customer, user or viewer is actively involved in the product, service, process or experience being designed, in a way that both sides `act upon' each other. Invention To think up, conceive, originate, create, design, devise, discover, imagine or improvise or produce a new product, service or process. Lifecycle A behavioural pattern associated with the introduction of new products and services, passing through four stages. Introduction of the product to the marketplace; growth with increased demand; maturity where the product has reached its peak performance in terms of customer satisfaction and retention; and decline with a reduction in sales, and the ideal time to introduce a next-generation product.