There is no point in asking consumers -who do not know what they want – to say what they want

Cover of Management f-LAWS

This is one of Russ Ackoff’s f-LAWSRuss is advocating helping customers find what they want by asking them to design the product or service:

“Many new product and service introductions have been disastrous despite the extensive surveys conducted to show that there is consumer interest in, and intention to buy, such a product or service. These surveys have incorrectly assumed that most consumers know what they want.

Consumers can discover what they want in products and services by designing them. It is in design that people find what they want. Furthermore, consumer involvement in product/service design almost always gets creative results.”

(Pages 24 and 25)

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Feedback, Customer Insight, Innovation. Bookmark the permalink.

2 Responses to There is no point in asking consumers -who do not know what they want – to say what they want

  1. Pingback: Does customer behavior speak louder than words? | Unconventional Wisdom on Customer Strategy and Innovation

  2. Pingback: Does customer behavior speaks louder than words? | Unconventional Wisdom on Customer Strategy and Innovation

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