Doing this particular kind of research is easy and inexpensive. Call 5 customers who like and use your product and ask them this simple question: "Would you mind telling me the top three reasons you chose this product?"

You need to talk to five people because that's when some of their answers will start to overlap, and that will give you a sense of why people are attracted to your product.

People struggle with their Elevator Pitch for exactly this reason. They try to guess why people would be interested. When they just ask people why they were actually interested it leads to a much more engaging Elevator Pitch.

If you want help translating your customers' answers into a marketing strategy I'd be happy to set up a call.