Product Developers sometimes try to “think like the customer,” which often leads them down the wrong path. Don’t depend on your intuition. Make the wise choice, and learn about Voice of the Customer research to better understand customer needs and avoid the six most common product development pitfalls. This article reviews case examples of these pitfalls and how to avoid them. A market opportunity chart is used to illustrate the gap between customer needs and product developers’ perceptions of customer needs.