Research was made and a potential answer was found. A couple of weeks ago, in The Dichotomy of Disruption, we went over a very curious idea. In The Innovator’s Dilemma, Clayton mentions the fact that sustaining innovations are mainly performed by companies who lead the market. The object of study is the disk drive industry:
Great job. Really liked this "People do not know what they want, nor why do they engage with certain activities, or buy a particular product. Therefore, asking clients how to improve the product they are buying will almost always be a futile endeavor."