"If you're looking for a unique solution, the last thing you should do is ask for a vote"
"Ask Volvo drivers for suggestions on how to improve the brand and they will tell you that they love its safety focus, but could you please improve its sex appeal; ask Audi drivers the same question and they will tell you the converse. Indeed, the problem with asking consumers what they want is not that not only will they ask for things they're not getting, but their request will usually be driven by what they see being offered by the competition. This is one of the (many problems) with market research. And so it is that we end up with a Volvo that runs like an Audi and an Audi that runs like a Volvo. There is a cost to differentiation. There is a price to be paid for excellence, in anything. A college that emphasizes great teaching isn't necessarily going to have the best research facilities. A tennis player with a great serve-and volley game isn't necessarily going to have the best ground strokes. Consumers don't always understand this. This is why, if you're looking for a compromise solution, the yes - take a poll, conduct some research, survey the people. But if you're looking for a unique solution, the last thing you should do is ask for a vote."
~ Youngme Moon, in Different: Escaping the Competitive Herd