John Kirk shares some thoughts on the relationship between design and market research. As typical, his post is fun to read and weaves in plenty of great quotes:
It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them… That doesn’t mean we don’t listen to customers, but it’s hard for them to tell you what they want when they’ve never seen anything remotely like it. - Steve Jobs
We don’t do focus groups—that is the job of the designer. - Jony Ive
And here's a gem from John himself:
Owning a watch no more qualifies one to evaluate an Apple smartwatch than owning a horse would have qualified one to evaluate Henry Ford’s Model T.