“People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page." Steve Jobs
Many people use this quote to say that market research and customer engagement is not that important, after all Steve Jobs built a trillion dollar company not relying on customer feedback, or did he?
It is my opinion that Steve Jobs was the “customer” that he was designing his software, and products for. He was also the same person that he was researching when a product was presented. He was a more hyper obsessed version of his pickiest customer. By being so much more stringent about design, and user experience, he was able to bypass the stage of seeing what his customers thought. His market research was done on himself to such a high standard that when the product or software passed his approval, it was bound to pass all of his customers.
If you would like to truly tap into the power of your customer base, we highly recommend a customer feedback community. If you would like to find out more please contact us!