An idea that spreads is called an idea virus.
In determining how effective it is, consider:
Research can involve reading fan magazines, trade shows, reviews, whatever it takes to become immersed in the perspective of the consumer. It is about being irresistible to a small target market niche. Marketing targeted to the masses doesn't work well anymore.
Remarkable products are often at the edges. Consider these limits and who occupies them: cheapest, fastest, slowest, hottest, coldest, easiest, most efficient, loudest, most hated, the copycat, the outsider.