The problem with asking consumers what they want is that most companies ask the question in the wrong way. Consumers are not experts who will come up with innovative solutions: they have neither the required knowledge, nor are they sufficiently up-to-date with the full range of possibilities. What they can do is tell a good idea from a bad one when they see it, explain the problems they face, and say what the desired outcome should be.
Gathering information and providing it in a format that can be used by companies to develop new products is an art that is developed within MASMI. This is where innovation starts. It is then up to R&D to develop alternative propositions that can be subsequently tested with consumers.