Who Knows What a Consumer Really Wants

New and innovative product design is something that all companies strive for. Whether it is creating a completely new product category, or just improving upon what the current standard is, companies realize that if they stand still for too long, they will get left behind by their competitors. A good product manager know that before you can focus on the profits, you have to keep the consumer's opinions and wants in mind while designing a product. This week, I read an article explaining the process of empathetic design. Basically, the concept implies that companies should focus on the real or perceived needs of their customers. It involves truly understanding, and analyzing the information gained about behaviors, and what consumers really look for in a product.

One interesting point in the article is about how companies should appease to the consumers needs, or create the needs they may not necessarily realize exists. As for the latter, there are a few ways to look at it. I do agree to some extent that consumers honestly don't know exactly what they want. As a consumer myself, I've definitely felt this way before. Creating demand in the market is important for sustaining longevity of a product. The question is: when has this gone to far? Although for some people this isn't true, I personally don't like to be told what I need to satisfy my needs and wants. How can a company still stimulate the need for the product without being too forceful? A balance between the two is key. It is important to make consumers feel like they have a choice, but not lessen the value of that freedom by shoving a new product down their throat.

Another article I read this week discussed "how to design the perfect product." The authors discuss, to great length, the value of recreating simple concepts. For example, the potato peeler is brought up. Although useful, potato peelers aren't complex products. The authors talk about adding more comfortable handles to them, etc. With additions like these, products move towards the top in technology and style. With that move comes a higher expense for the consumers. If a company is going to make such changes to a product, it is absolutely necessary for them to be deemed necessary and have some value to the consumer. If I'm going to pay more just for the aesthetics and style, it is going to take more effort for that company. Just because a product is newly designed doesn't mean it is going to sell solely based on that one aspect. Consumers enjoy what they are familiar and aren't always receptive of change.

The bottom line is this: companies have a great power. They have the opportunity sway and influence the society with their work. This power must be harnessed, and not used to take advantage of customers.