Penetration of the electric impact drills market by cheap products from the Far East was causing increasing difficulties for this customer. Contrary to the general trend for cost reduction, this company decided to justify higher prices with more customer benefits. The aim of this project was to develop ideas for new types function on the impact drill product. This was preceded by a comprehensive user analysis, which opened up several hitherto unrecognized user needs. By the end of the project there was a list of more than 240 ideas for new features, several of which found their way into series production.