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Errorist76 said:
I’d probably start by going to the net and doing a deep research in what people actually expect from the brand and what they actually think they’re doing wrong atm. I can’t help but think MS don’t do that very often.

They probably do. But:

1. What consumers say they want is not necessaire what they REALLY want and even less what they will buy. Consumers usually don't know what they really want until they see it. Or was anyone in 2008 saying "FUCK, I really need a giant iPhone who does not make calls". But BAM in 2010 everyone were buying an iPad.
2. Also, consumers desires changes a lot and usually demands much time and money to make. So, when you finally accomplish that, they want something entirely different.