Not being able to describe what you want until you see it -- is there a name for this phenomenon

Steve Jobs is quoted as saying:

Some people say, "Give the customers what they want." But that’s not
my approach. Our job is to figure out what they’re going to want
before they do… People don’t know what they want until you show it
to them. That’s why I never rely on market research. Our task is to
read things that are not yet on the page.

I’ve seen a similar phenomenon when building software for users. In requirements workshops, users are not easily able to describe their requirements. But when presented with a prototype then they can suddenly tell you lots of requirements they have that the prototype doesn’t satisfy.

Is there a name for this phenomenon?