I'd really like a little travel bed or blanket I can roll up and stick in my bag, then whip out for my dog to lie on when we're in cafes, pubs, outdoor places - she comes everywhere with me and a little bed would help her settle (but I can't take her actual bed, and the sports towel I currently use is a bit rubbish). Something that's waterproof on the underside, rolls up with a fastener, and is light and washable. Can you see I've been thinking about this for a while?!!! Tbf I haven't actually searched properly for one... maybe it exists....
@FastFood's point is right (I work in product branding). I always start with consumer insight or trend reports (you can get loads free online, try Harvard Review or YouGov research) to see what consumers are doing or feeling, and then try and identify a brand that would fit their needs.
As an example: we know that lockdown let to the lockdown puppy, and that zillions of people in the UK got dogs to pass the time. And those same people are now going back to the office and their little doggies are not well trained, don't like being alone, and are becoming pests. There's a consumer need: what product would help these dog owners?
Good luck, try not to feel overwhelmed, you can do it xx