Wednesday, January 19, 2011

Against consumer research

Shortly before the iPad tablet went on sale last year, Steven P. Jobs showed off Apple’s latest creation to a small group of journalists. One asked what consumer and market research Apple had done to guide the development of the new product.

“None,” Mr. Jobs replied. “It isn’t the consumers’ job to know what they want.”
--Steve Lohr, NYT, on avoiding the least common denominator

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