The document discusses how customers often don't know what they want. Steve Jobs and Marty Cagan note that customers need to see potential solutions before envisioning what they want. Jakob Nielsen criticizes user interviews for asking people to speculate without a real system. Dean Leffingwell argues that believing well-defined requirements exist is wrong. The document provides several examples and perspectives on how customers cannot accurately articulate their wants.

1. Customers don‘t know what
they want!
14.05.2012 (Mo.)

2. „A lot of times, people don't
know what they want until you
show it to them.“
Steve Jobs
http://en.wikiquote.org/wiki/Steve_Jobs
14.05.2012 (Mo.)

3. „Customers don’t know what
they want. It’s very hard to
envision the solution you want
without actually seeing it.“
Marty Cagan
http://www.svpg.com/market-research-capabilities-and-limitations/
14.05.2012 (Mo.)

4. „The critical failing of user
interviews is that you’re asking
people to either remember past
use or speculate on future use
of a system.“
Jakob Nielsen
"the guru of Web page usability" (The New York Times). http://www.useit.com/alertbox/interviews.html
14.05.2012 (Mo.)

5. „[The assumption that a]
reasonably well-defined set of
requirements exists, if we only
take the time to understand
them, is wrong.“
Dean Leffingwell
Buch „Scaling Software Agility“, Seite 17-27
14.05.2012 (Mo.)

6. „Customers don’t know what’s
possible. Most have no idea
about the enabling technologies
involved.“
Marty Cagan
http://www.svpg.com/market-research-capabilities-and-limitations/
14.05.2012 (Mo.)

7. „You can't just ask customers
what they want and then try to
give that to them.
By the time you get it built,
they'll want something new.“
Steve Jobs
http://en.wikiquote.org/wiki/Steve_Jobs
14.05.2012 (Mo.)

8. and so it goes: „80% of software
features are never used.“
While surprising to some, the
study confirmed what many
had long suspected: companies
regularly build features that
their customers seldom or
never use, and most of the
value of the software comes
Quelle: XP2002, Jim Johnson, Standish group chairman.
http://pragprog.com/magazines/2011-02/way-of-the-agile-warrior
from a really small subset of
features.“
14.05.2012 (Mo.)

9. Want more?
UX Myth #21: people can tell
you what they want.
13 weitere Beispiele.
http://uxmyths.com/post/746610684/myth-21-people-can-tell-you-what-they-want
14.05.2012 (Mo.)