To be sure, it can be important to find out what features customer value. But there are at least two possible faults that can result. First is the consequence of calculating the sum of the clinic responses. But individuals buy cars, not groups. Safety is found in the middle.
Breakthroughs occur on the margin.
Finally, an idea often voiced by my colleague Jeff Sabatini. The auto companies should work to create their own icons, not borrow them. Once, they did that by developing cars like the Corvette and the Mustang. Few of us are like David Barr. The choice is one we all face, each and every day, whether we recognize it or not.