People will do more to avoid discomfort, than they will to get pleasure."

[zakiyatasnim]

In your research, you want to find both, but pay particular attention to the common pain points which crop up.

What you're looking for here is early buying signals;


You need to drill down into a lot of detail here;

Which words do the prospects use to describe the problem?
How are they feeling right now?
What is causing them the most discomfort?
Why are they "hurting" so bad?
"One of the best ways to find niche pain-points, is to finland number data do a simple Amazon book search."
Just find book titles which address this problem.

Let's say you're targeting the hungry crowd of insomniacs - people who have trouble sleeping.

A quick search on Amazon shows this as the current bestseller "Say Goodnight to Insomnia";