1. A computing device configured to identify a concept of a good or service for an unmet market potential, the device comprising: a processor; a storage device; a program stored in the storage device, wherein execution of the program by the processor configures the computing device to perform functions, including functions to: read a Global User Search Data (GUSD) file comprising information related to a search object; identify a morpheme combination in the search object from the GUSD; compare the morpheme combination to a first set of pre-existing terms; assign a first score 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; determine an un-successfulness of the search object; assign a second score based on the un-successfulness, wherein a higher second score is assigned the more un-successful the search object is; compare an aggregate of all the scores for a search term to a predetermined threshold; and identify the search term as indicative of the concept if the aggregate of all the scores is above the predetermined threshold.