It´s really hard to find our what the real customer needs are. Here is an idea: Ask your sales- or customer service guys, because they´re used to talk to your customers hopefully every day, right?
Ask them, with which 3 questions they start the conversion with their prospects or their customers (after the „How are you doing“ stuff..).
And ask them for the typical answers….That leads you to the real customer needs. It´s like magic.