you're right in the disparity of understanding between customers, and service providers. More generally, you can't ask potential customers about "what they wan

you're right in the disparity of understanding between customers, and service providers. More generally, you can't ask potential customers about "what they want", for reasons that are many. On the other hand, professionals (target market for above) 1, do know what their own pain points are; and 2, have a firm understanding on how much it impacts their pocket; (Note, that I'm talking about professionals here, and not "people in general") Harvesting these informations with the added constraint of "software solutions", can lead to much better educated guesses on what would be worth for future investigations.