When Samsung wanted to deconstruct what Apple's customers thought of the iPhone, they didn't hold focus groups--they went straight to social media (with a little bit of machine learning thrown in).
During the latest Apple vs. Samsung patent lawsuit, observers of intellectual property lawsuits got a rare treat: details that were actually interesting. Internal Samsung documents showed a list of things that iPhone 5 owners wanted to change about their phone. It showed that Samsung was, as you might expect, trying furiously to deconstruct their archrival's flagship product.
