Who are your competitors? Once you find them, if they are public companies, check out their 10K and other SEC filings (using EDGAR or Lexis Nexis) for the company's annual report and more. Use your industry's NAICS code to search by industry in these databases.
How will you differentiate your product or service? What would provide value to customers?
How do customers view the solution they are using now? Are their satisfaction studies out there on your competitors products? Try searching for your product and satisfaction. Some databases may even have a subject heading for customer satisfaction.