In this paper, the authors argue for including “Emergent Customers” in developing new concepts:
“Identifying the “right” consumer to engage in product concept development can be critical to marketplace success, especially for consumer goods. While much research has focused on new product development techniques, less research has focused on the traits and abilities of consumers who are best-suited to the process.
[…] some consumers are able to generate forward-focused ideas and to logically and analytically evaluate and refine concepts in a synergistic process. This unique capability, which they call “emergent nature,” allows consumers to envision how concepts might be developed for marketplace success.”
See the following video for two counter examples: