I mostly mean group (ii) at this point.

I'd want to talk to the current focus segment in depth, find out what makes them happiest about what they're doing with your product and look for ways to both increase the opportunities for those things and make them more accessible.

Is that making sense?

I think your current focus segment knows there's a rewarding feeling in return for the effort, and maybe group (ii) isn't as aware, or doesn't know how to get there...