Onur Cobanli explains:
Nobody knows what they need, people know what they want, but the needs are more embedded in the subconscious and many are indeed in unexplored territories; there are things we need but we might not yet want them as we would not be aware of their existence. Good design is about exploring the unknown to discover products, services and offerings that satisfy those needs; that is why good designs are ground-breaking and that is why people would say; I did not know I needed this product before I used it; or that was exactly what I needed.