I have just been at a company conference and several fans of Steve Jobs quoted more than once how we should innovate like Apple because they "don't do market research" so we don't need to do market research. This made me highly skeptical: how true is it that Apple doesn't do market research?
Here is the original quote that gets chopped down to 'We do no market research":
We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple's retail stores]. But we never hire consultants, per se. We just want to make great products.
How accurate is the quote: "We do no market research?"
For this to make sense please make answers relevant to Jobs second tenure at the helm of Apple (post 1996).