I understand the marketing basics on keywords and the use of tools like Google Insight, Keyword traffic estimator, and others.
My concern comes from a product that people usually don't search for. If people don't search for this product directly, how do you figure out the keywords. Is there any science to this, or just trial and error?
Update: Answer to a comment requesting an example.
I can't give the product directly, but I will give examples of similar situations.
One example that comes to mind is "Web Analytics". People that don't have this, will probably not look for those keywords, they will probably not even know they need analytics.
I hope this helps.