Are you doing Needs of Customer. or sadly its previous now mostly defunct Voice of Customer?

Listening to what customers say they want and then developing it is the height of enterprise stupidity. Go ask Nokia, Kodak, Blockbuster how their VOC programs helped them decline and become history.
Alternatively seek advice from Disney, Samsung, Virgin and Apple who work out the NOC even when the customer doesn’t know it themselves.

Do you have a viable and effective Needs of Customer method?