Understanding your consumers and what they are drawn towards, need, or want help

Understanding your consumers and what they are drawn towards, need, or want helps businesses to create effective products and services and improve marketing efforts. According to Mike Gospe (n.d.), “Whoever understands the customer best, wins.”
Prior to beginning your discussion, review:
Module readings and notes
Assignment and discussion instructions

Initial Discussion Post 
Your initial response should address the question, use 2 references, and is due by Wednesday at 11:59 PM ET.
For your first post consider the following situation and respond to the question posed.
Your company makes a commercial product for siding homes that makes it easy to cut facia for wrapping trim. Unfortunately, the product is only available on your website and through 3rd party suppliers in the construction industry.
DIYers have recently discovered the product. Because it easily cuts through various materials, they promote its use for home projects and crafts. So naturally, you would like to take advantage of the unexpected consumer interest. First, however, you need to understand better how it is used, by whom, and where you would make the product available to consumers.
Suggest the primary and secondary research methods you would use in this situation and explain why