You can do it yourself. Remember to keep records of your research. To research your industry and your audience, gather information related to your business concept, look for potential competitors and identify leading experts in your industry or target market to interview. You can use the Internet or ask a research assistant or librarian to help you. Experts can provide valuable feedback on your concept.
Many people hesitate to discuss new ideas with experts because they fear they'll be stolen.
While you do need to be careful with whom you share your idea, there's a big gap between having an idea and executing it. Read up on industry trends. Newspaper, magazine and Web articles are excellent sources of information on current trends in small business. You might even find articles that specifically address the market you plan to enter. Don't forget to look at trade journals.