It's been well-demonstrated that users can't articulate what they really want. I don't recall the source, but I read one observation, "users will ask for a toas

It's been well-demonstrated that users can't articulate what they really want. I don't recall the source, but I read one observation, "users will ask for a toaster in their car's dashboard when their real problem is that they don't have time to make make breakfast in the morning". You can do all the research you want on in-car toasters to get the optimal product, but you still aren't really solving the right problem.