Will listening to consumers contribute to exceptional new products? Most executives and marketing professionals would answer yes. However, a few companies take the position that true innovation can't come from asking the consumer what they want.

Henry Ford supposedly said: "If I had asked people what they wanted, they would have said faster horses". 

However smart companies aren't really asking the consumer for the end product or solution. Instead, they regularly listen to their consumers and ask them about their needs, experiences, likes and frustrations. The insight companies gather through this ongoing process is the inspiration for breakthrough new products.