It is always valuable to gather new customer data to find what features are relevant for your customers, but don’t underestimate the insights you can get from analysing the user data that you already have.
You might already be using analytics software like Google Analytics, Hotjar, Amplitude, which can help you to conduct user analysis. This is the process of tracking how users engage and interact with your product or service. If done correctly, it will help you to improve your product, bring more users in and improve user engagement of your product or service.
User analysis can help you to figure out which features are your biggest successes (or not), and then highlight them, expand them, and improve your winners.
Please don't hesitate to contact the Digital Innovation Lab. We are always happy to help!