That’s what Steve Jobs said in an interview with Fortune Magazine. I’m sure they do some research, especially to test advertising. But who can blame him? It’s tough to ask people about products that doesn’t exist. Like the camera phone example, no one said they would want one because they didn’t understand the ways it could be used.
Here’s the excerpt…
Steve Jobs Speaks Out [CNN Money]
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One Comment
Good spot Diego. I think this says a lot about ingrained perceptions of research. Traditional focus groups and hall tests are seriously flawed - as an industry we need to innovate and promote new techniques that get to the heart of replicating a product experience. Techniques using our knowledge of psychology, physiology and neuroscience may be costly at first, but if we can prove their effectiveness it will be for the long term benefit.
This lack of innovation actually forms part of my most recent blog post - http://curiouslypersistent.wordpress.com/2008/03/10/image-conscious/
Best
Simon