A computing device is configured to identify a concept of a good or service for an unmet market potential. A Global User Search Data file (GUSD) comprising information related to a search object is read. A morpheme combination in the search object from the GUSD is identified. The morpheme combination is compared to a first set of pre-existing terms. A first score is assigned to the search object based on the comparison, wherein a higher first score is assigned if the morpheme combination is not found in the first set of pre-existing terms. An un-successfulness of the search object is determined and a second score is assigned, wherein a higher second score is assigned the more un-successful the search object is. An aggregate of all the scores for a search term is compared to a predetermined threshold. If the aggregate score is above the predetermined threshold, the search term is identified as a concept of a good or service for an unmet market potential.