Why It's Wrong To Ask Users What They Want (And What To Ask Instead)

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  1. Skeptics of user experience research often point to the following quote attributed to Henry Ford: If I had asked people what they wanted, they would have said faster horses. The logic goes that if Ford had conducted user experience (UX) research and listened to his customers, he would have tried to optimize the horse and would never have invented the car. Real innovation cannot happen by simply iterating in response to customer feedback, but instead requires product visionaries that lead solely based on their intuition. What, then, is the value of UX research?
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