Even when consumers are aware of what they want and are willing to reveal it, their wants are likely to be conditioned by what is available. And when the product or service available is basically unsatisfying to them, they are unlikely to reveal startling new desires or concepts. At best, the typical ways in which consumers are involved in product design-focus groups, surveys and questionnaires-tend to elicit mostly information about what they do not want, rather than startling new insights about what they really want or need. This is due in part to the fact that people often attempt to provide answers that they think the inquirer wants, rather than probe for their own preferences.
So the search continues, and product developers continue to seek ways to help consumers (1) become more aware of what they need or want, and (2) reveal these wants as accurately as possible. One such way, developed by Russell L. Ackoff, is a process called Consumer Idealised Design.