I came across a TEDTalk on Jordon Cooper's blog. TED is a conference where they bring in the most interesting minds they can find and give them 15 minutes to talk. I checked... the registration is too high for anyone I know to go. But they have the talks online. One place is at Ted.com. Another is YouTube.
Here is Malcolm Gladwell suggesting "People don't really know what they want." In other words, you can't just ask people what they want. I have thought this for some time. Gladwell puts some expression to it in the form of spaghetti sauce.