Don’t ask the customer want they want. Determine what they need.

Do you give our children everything they say they want? Of course not. 
Then why do we spend gazillions doing that with customers? Research and Focus Groups, Customer Panels, Surveys, Voice of Customer and so on.

The answer isn’t there.
You have to figure out what the customer needs even when they don’t know it themselves.

Remember Henry Ford’s quip: If I had given the customer what they want they would have said faster horses”!

Have you identified Customer Needs, or do you stop short with Wants?