He died October 11, 2011 Ten Years Ago and we lost a visionary
Jobs’ thoughts about market research: (Walter Issacson’s biography)
In 1982 the Mac team, “thought they should do market research to see what customers wanted. ‘No,’ [Jobs] replied, ‘because customers don’t know what they want until we’ve shown them.’”
“When he unveiled the Macintosh, a reporter asked Jobs what type of market research he had done. Jobs responded , ‘Did Alexander Graham Bell do any market research before he invented the phone?’”
Jobs: “Some people say, ‘Give customers what they want.’ That’s not my approach. We figure out what they’re going to want before they do. Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”
First, spend time understanding and gaining insights into customers' needs.
Never ask “What should we develop to make your life easier?” Get into their shoes. He saw that people wanted easy computers and they loved music and understood how people engaged with technology. He used himself as a “focus group of one”
Ford’s customers didn’t say that they wanted a “safer” horse or a “more comfortable” horse. They said that they wanted a faster horse. They were perfectly clear about what they wanted: speed