In many marketing discourses, it is often mentioned that every company should focus to the need and interest of the consumers in the process of creating product and service will be offered. In reality, such statement is not definitely right. Many consumers are not aware of what they really need. For instance, an invention of iPod. This product is created, not from a survey from customer need. But it is purely from the sharp of the vision of Apple party, the company producing iPod.
The other example is a phenomenon product, Walkman by Sony in 70s. This product was born not by preceded with a consumer’s need research. The idea was purely rom the Sony’s executive at that time who tried to precede age’s taste.