A product can solve more than one buying problem. The useful question is which adjacent motive appears in customer evidence and whether the economics support serving it.
The companion gift-buyer field note reports the men's-clothing account story. This introduction uses that case to frame the research method rather than repeat the same 3.2× ROAS as a second result.
Look for motives in search terms, reviews, support conversations and post-purchase surveys. Preserve the source and the context: a gift request is different from a confirmed purchaser, and a forum comment is different from a representative customer study.
Possible motives include gifts, seasonal use, an adjacent problem or another buyer with the same underlying need. An AI brainstorm can suggest where to look, but it cannot create demand evidence.
For one candidate, record the observed language, the product facts that answer it, a proposed message and a destination that can substantiate the promise. Then check available demand, contribution and a bounded measurement plan before building a separate campaign.
A new angle may improve the buying path. It does not remove market limits or guarantee that another audience will scale. The audience-discovery protocol explains the full validation sequence.
Take the idea further
Validate one adjacent buying motive