I take into consideration what people that are most likely to buy that product are into. I see if there are any particular lifestyle needs that are relevant. I scan various places where they are likely to shop to take full stock of the competition to see what they are doing right and what they could possibly be lacking. I compare that to the product I am selling to see what the advantages are. Then I take into account what the price points of similar products are to see whether the customers are more open to higher end products with higher price points or if they are just looking for something that meets their needs and have lower income to spend on that particular product.