When asking people, you have to be aware that people make confident but false predictions about their future behavior, especially when presented with a new and unfamiliar design. There’s a huge difference between imagining using something and actually using it. In addition, human preferences are rather unstable. That’s not to say you should quit listening to your customers. But make sure you know what to ask and how to interpret the answers.

https://uxmyths.com/post/746610684/myth-21-people-can-tell-you-what-they-want

Busted!