“When people tell you something’s wrong or doesn’t work for them, they are almost always right. When they tell you exactly what they think is wrong and how to fix it, they are almost always wrong.” - Neil Gaiman
I use this principle from the famous author Neil Gaiman to teach innovation. Whenever you ask for feedback (for your creative work or your product) just ask about things that do not work, don’t ask how to fix them.
They are experts in using the product, we - the creators - are experts in solving the uncovered problems.