it difficult to present potential customers with a mock-up of the product
in a way that manufacturing companies often do to test likely reaction to a new peoduct.
Around the year 2000, for example, there was a lot of discussion about just what features and benefits customers would use when high-speed mobile services became widely andavil-
able and affordable. Simply asking somebody what they would use such a service for is likely to be limited to the scope of respondents' imagination. In the context of developing a low-cost car