Product differentiation
Although research in a niche market may result in changing a product in order to improve differentiation, the changes themselves are not differentiation. Marketing or product differentiation is the process of describing the differences between products or services, or the resulting list of differences.  This is done to demonstrate the unique aspects of a firm's product and create a sense of value.  Marketing textbooks are firm on the point that any differentiation must be valued by buyers (a differentiation attempt that is not perceived does not count).  The term unique selling proposition refers to advertising to communicate a product's differentiation.