Steve Jobs' thoughts on Market Research Some people say, âGive the customers what they want.â But thatâs not my approach. Our job is to figure out what theyâre going to want before they do. Henry Ford once said, âIf Iâd asked customers what they wanted, they would have told me, âA faster horse!'" People donât know what they want until you show it to them. Thatâs why I never rely on market research. Our task is to read things that are not yet on the page.
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