People will tell you that marketing is really nothing more than figuring out what people really need and then offering it to them. That’s a gross oversimplification, of course, but it does carry with it the core elements of the business.
That makes finding unmet needs a top priority. How can you find out what people really need? How can you discover the things for which they’re clamoring? Asking and answering these questions can prevent failed products and campaigns, giving you the best shot at success.
You don’t need a degree in anthropology to pull it off, but a little bit of ethnographic research is in order. You need to find audiences within particular niches and observe them carefully. Note what’s on their mind, what they’re really hoping to find, what they want more than anything else. That part of market research is the basis from which everything else stems.
Finding unmet needs involves using social media to make connections with people in the niche. It means visiting websites, blogs and forums and reading what you find their carefully. You need to crawl into the heads of the folks in any given niche if you want to really get a good idea of what’s going to be attractive to them.