“We came up across the use case of sleep podcast for sleep we were seeing lots of people using our app at night for sleep and it turns out podcasts can have a hypnotic effect.”

Mine your own app's usage data to discover the next market — behavioral signals beat brainstorming

Podcast App's data revealed that a significant cohort was using the app as a sleep aid — listening at night in a specific pattern. Siniawski didn't go looking for the next market; behavioral signals in the existing product pointed to it. This is a replicable discovery method: segment your retention and usage patterns by time-of-day, use case, and audience cohort to find unmet jobs-to-be-done hiding in your data.