Should the customer always hold the pencil?

We like saying we listen to customers.
 

And we should.
 

Customers are very good at telling us when something frustrates them, confuses them or fails them.
 

But there is a difference between listening to the problem and asking them to design the solution.
 

If Henry Ford really said people would have asked for faster horses, the quote survives because the principle feels true even if its origin is debated.
 

Consumers live with the problem.
 

You are supposed to understand how to solve it.
 

Research is not democracy.
 

Sometimes the job is not to ask, "What should we build?"
 

It is to ask, "What are they really struggling with?" 

 

Who holds the eraser?

 

 

Let us help. Call us now at +60378901079 or visit us at roar-point.com