Sometimes, companies decide on making new products only on the basis of marketing research with some customers.
It is a good idea to resort to such research when we want to offer something better than what is already in the market, by doing some changes to the existing solutions. This is an incremental improvement.
But, customers’ opinions will be restricted to their knowledge. It is impossible for them to imagine a product that they have never seen.
While thinking of such a product, studying the problems faced by the customers is effective.