Few customers are well versed in any given industry’s emerging technologies, materials, or processes. That’s why whole departments are dedicated to R&D. Yet many companies allow customers to drive the innovations in product development and leave little room for creativity among the experts in the organization. It’s important to listen to what your customers say, but how you listen can make or break the success of new products. The following excerpt from Harvard Business Review describes a methodology for listening, and understanding the customer’s desired outcome.
http://hbswk.hbs.edu/archive/2815.html