A Basic factor is something that a customer simply expects to be there. If it is not present the customer will be dissatisfied or disgusted, but if it is fully implemented or present it will merely result in a feeling of neutrality. Examples are clean sheets in a hotel, a station tuner on a radio, or windscreen washers on a car. Notice that there may be degrees of implementation: sheets may be clean but blemished. Basic factors should not be taken for granted, or regarded as easy to satisfy; some may even be exceptionally difficult to identify. One example is course handouts that a lecturer may regard as trivial but the audience may regard as a basic necessity. If you don't get the basics right, all else may fail - in this respect it is like Maslow's Hierarchy of Needs: it is no good thinking about self esteem needs unless survival needs are catered for. Market research is of limited value for basics (because they are simply expected). Therefore a designer needs to build up a list by experience, observation and organised feedback.