3 Reasons You Can’t Just Ask Customers What They Want



Editor’s note: David Mierke is a senior user experience researcher at ÄKTA, a digital user experience product design and development consultancy based in downtown Chicago. 

Do you like apples or bananas? Coffee or tea? Pepperoni or cheese pizza? Simple questions result in simple answers which, when researching and developing a product is every product owner’s dream. “Just tell me what you want, and I’ll make it.” Quick. Easy. Simple.

But herein lies the problem; product development isn’t normally quick, easy or simple. Asking these types of questions, as tempting as they are to ask, bring about certain dangers that can result in skewed results, missing information, and, potentially, failed products. Listed below are the three primary reasons why asking customers direct questions can be a very dangerous endeavor.

The Customer Doesn’t Always Know What They Want

The first reason you can’t just ask customers what they want is that they…

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