I started with mining information from online reviews for both my client and their competitors. Next I'll check reviews for businesses nearby or reviewed by the same customers. If it seems like there are gaps, I may do some informal focus grouping, but that seems unlikely with this client.
I've been encouraged to check books and magazines that the ideal customer would read to get further into their headspace, but in the past this has not felt helpful. Not everyone is a reader, and many reviews I've come across stick to quality of the content and not how the reader reacted on an emotional level. Is this something you have used and did you find it beneficial?
I look forward to your feedback and any other research techniques you think are useful. Thanks for your help.