When you are out in public, observe what people are doing that’s related to your business. What are their preferences, what are the conditions they are consuming your product in, what are the motivating factors for their consumption, what are the environmental factors and conditions of their consumption.
This also applies to your competition, how do they respond to customer queries, how long does it take to respond, how many queries are they getting each week, how many likes and followers are they getting per week on their social media platforms.