How do you get in touch with potential customer's pains?
Talk to anyone. Preferably, the kind of person who a) has money and b) wouldn't think something like "Hmm, something sucks in life, I think I'll go announce this fact on a social news service in the hopes that someone will solve it for $9 a month."
It really is that easy.
Here's something which will work for anything you care to learn about: "Hiya. I'm interested in your industry. Would you let me buy you lunch so I can ask you about your experiences in it?" Best $25~40 you'll ever spend.