The main idea I teach in my Innovation Masterclasses is the fact, that you need to know your potential customers’ emotions to understand how to delight them with a new product or a new service:
You want to get to know their hopes, fears and dreams. You want to get at the very evocative things people are feeling inside. - Ramit Sethi
But there’s another important aspect here:
Simply listen, be willing to let them talk about their hopes, fears, dreams, pains.