I am about to embark on a Max Diff with around 20 features for an advanced SaaS product.  The only issue is that a few of the features are newer to the industry so need more explanation.  

I was going to show a short feature introduction just for a few features but I feel that may influence responses (open to thoughts here)  otherwise possibly go down the pairwise comparison route and have a longer description for each feature. 

Thoughts please!