Argue with your customers
In my experience it's better to pay attention to what your customers do, rather than what they say. Often peoples true goals aren't directly stated, or even known to themselves. If you asked people what type of store they want to shop in, very few would describe a walmart, and yet walmart seems to gain plenty of customers.This sort of behavior is compounded when you throw in things such as distributed decision making. You will get piles of disjointed feedback, and almost none of it is informative about what actually drives adoption of your product.