Use Twitter to listen.
Here's Twitter Advanced Search https://twitter.com/search-advanced?lang=en
If your company is big enough, search for your company. Are people talking about you. In a good way?
Watch your competitors. What are people saying? If you don't know who your competitors are http://www.twittergrowbot.com will tell you.
Watch your market. What bad experiences do people have? (When you make an offer, it can be good to make a negative promise, eg. "We can do x in y days without z", where z is the key industry bad thing everyone else does except you. Here's one way to find out what that bad thing is.)
Make a diary entry to check your searches every now and then .. daily if you're Starbucks, quarterly if you're just you.
You could set up searches in TweetDeck or Hootsuite and then all you've got to do is look (rather than also remember how to do it).
Get it done by: http://www.surgemarketing.co.uk
For: I can take a look for you if you like, report what I find, give you ideas to take forward .. £50 should do it.