Finding out about current users, what their motives are, learning about their experiences getting on board and all is a great place to start. That's about half of the basic research I mentioned.
it's not too hard to do - I've run several big international studies - it's just expensive. Figure around $30,000 per quant study with a statistically significant number of participants. And figure $10-30k for a qual one. Yes, finding users is hard and a large part of the cost Easiest way is to use a DB form a professional research company.
That's all why I want to do SolutionCells. The costs and results could be shared.