OK Guys and Gals, I Need Some Help!

I'm working with a client that is pretty much a start up. They don't have any marketing materials, no target market, and they're just all over the place. But, they have a service that seems promising and the funding to really make the company a success.

I was originally brought on to handle their social media and blog posting, but this has quickly turned into something else. I'm used to working with companies that are either already established or know exactly who they're marketing to.

My question has 3 parts:

1. I'm thinking about doing a Google Consumer Survey to test the market and find out if the product would even be worth all of this. Does that sound like a good starting point?
2. The service is a yearly membership program that pays your home insurance deductible up to $2,500. Homeowners, would you buy into a membership program like this?
3. If you were to become interested in this kind of program, what would you look for in the company as far as them proving to be reputable, and what kind of documentation would you expect to receive with the program? Would you be OK with an electronic membership card and the ability to login to your account online?

I'm just trying to get as much information and data together as possible, and I thought this would be a good place to do a quick poll.

Any feedback would be greatly appreciated, I'll send virtual coffee to anyone that responds :)

Cheers!