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If so, look for answers to these questions:
1. Do they consider this problem to be a problem (problem-aware)?
2. How are they currently solving it?
3. Is the solution they use right for them (is it complete, simple, well priced?)
4. Where does it not meet their expectations?
5. Are they actively looking for new solutions?
6. How important is it to them to solve the problem?
To ask. Observe. To compare. And you're a lot closer to finding insights to develop a better option.
Besides, you can apply this to your existing product to get the feedback you need to iterate.
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