If you are in the business of talking to customers frequently, you know that there is usually a big difference between what they say they want and what they actually need.
Many customers will tell you that they want a product that's inexpensive when what they really need is a tool that justifies its return on investment (ROI). Other times, they might say they want a solution that comes with hands-on technical support when what they need is a fully automated software.

Understanding your users is not always straightforward. To appreciate your customer needs, you sometimes have to survey them through interviews or observe them in the wild-in their natural environment to pick up on important behavioral clues.