Instead of trying to “guess” or “research” what other people want why not start providing what YOU want?
If you own a hotel and think the pillows are ‘fine’ but not necessarily what YOU want when you stay somewhere, consider upgrading the pillows.
If you run a camp and think your own child would really like a certain feature, consider providing that feature for others.
If you run a web design firm and update the design of your web site every 6 months, maybe that should be a feature you offer to others.
Consider offering to others what you would want as a client, you might find that not only you are customers happier, you might enjoy what you are doing even more.
Have a great day!