Determining consumer needs takes careful observation and analysis. Locating a neglected market can make all the difference with how a product sells. One way to accomplish this is by looking at existing products on the market, and determining your primary user group. This type of research can enable us to differentiate our clients product from the competitor or define a sub market. Often the ability to borrow elements or ideas from completely unrelated products can prove extremely useful. Much of this research can be conducted over the internet however direct communication with experts and retailers can be more vital for information and resources.