Our first instinct as product people is to go talk to our users, and then turn those inputs into product requirements. But should we always listen to our users? Andrew argues that there are two completely different approaches to involving users in finding opportunities, depending on whether your product idea fits in to existing user behaviour vs new user behaviour. Existing behaviour is things like Uber taking on taxis, Net a Porter moving fashion shopping online, etc whereas new user behaviour is things like the first iPod, iPhone and Twitter – totally new ideas and behaviours.
– Martin Eriksson paraphrasing Andrew Harder in Finding Product Opportunities with User Research