Before diving into recording lessons, building funnels, or writing sales copy, every successful co-producer knows one thing: you must research the market first. Co-producing a digital course without market validation is like launching a ship without a map. You may sail — but likely in circles.
This article will walk you through practical, technical, and strategic ways to research your market so you can co-produce a course that sells, serves, and scales.
Step 1: Define the Real Problem You’re Solving
Every course solves a problem. But is it a problem people are aware of, or just something the expert is passionate about?
Ask these guiding questions:
- What keeps your target audience up at night?
- What are they Googling?
- What are they already trying that isn’t working?
You’re not selling the expert’s knowledge — you’re solving the learner’s pain.
Step 2: Study Your Audience’s Language
Use tools like:
- AnswerThePublic
- Reddit (search subreddits relevant to your topic)
- Facebook groups
- Quora
- YouTube comments
Copy the exact language people use when describing their frustrations. This will shape your course title, webinar script, and email subject lines.
Example: Instead of “Digital Productivity Mastery,” your audience may say, “I just want to stop feeling behind every week.”
Step 3: Analyze Existing Courses in the Niche
Use platforms like:
- Udemy
- Hotmart
- Domestika
- Teachable Explore
Look at:
- Course titles
- Curriculums
- Price points
- Number of reviews
- What students praise or complain about
You’re not here to copy — you’re here to identify what’s missing or what could be better positioned.
Step 4: Evaluate the Expert’s Market Position
Even if your expert doesn’t have a huge following, they may have authority in micro-niches.
Ask:
- Have they been featured in podcasts or conferences?
- Do they have books, articles, or a blog?
- Are they connected with communities or institutions?
This tells you how warm the market is around their name — or how much warming up you’ll need to do.
Step 5: Interview Real People
Before building the course, talk to 5–10 potential students. You can do this by:
- Posting a call on LinkedIn or Instagram
- Asking in niche communities
- Using your or the expert’s email list
Ask things like:
- “What’s your biggest challenge with ___?”
- “What have you tried before that didn’t work?”
- “What would a dream solution look like?”
You’re not selling — you’re listening. This is your copywriting goldmine.
Step 6: Research Keywords and Trends
Use:
- Google Trends to check if interest is growing
- KeywordTool.io or Ubersuggest to check monthly search volume
- YouTube search bar to discover popular phrasing
Example: A course on “conscious parenting” might have low search volume, but “how to stay calm with toddlers” could be trending.
Step 7: SWOT the Niche
Create a simple SWOT table:
| Strengths | Weaknesses |
|---|---|
| What your expert does well | What others are doing better |
| Opportunities | Threats |
|---|---|
| Gaps you can fill | Market saturation or low demand |
Do this before building. It will shape your strategy and positioning.
Step 8: Choose a Specific Angle
Avoid trying to be “everything for everyone.” Market research will show you the importance of choosing a narrow promise:
Instead of:
“Learn to be a better leader”
Try:
“Learn to lead creative teams without micromanaging — even if you hate meetings”
Specificity converts. Broadness dilutes.
Step 9: Create a Minimum Viable Offer (MVO)
Based on research, design a low-risk test offer before committing to full production.
Examples:
- Run a live masterclass with pre-registration
- Open a waitlist with a lead magnet
- Offer a mini-course as a paid beta
Track engagement. If people join, ask questions, or buy — you’re on to something.
Step 10: Present the Findings to the Expert
Show your research in a clear visual:
- Audience avatars
- Common pain points
- Existing competitors
- Suggested positioning
This helps align your strategy with the expert’s strengths and keeps the production on track from day one.
Final Note
You don’t need to be a market analyst to research well — just curious, organized, and willing to listen more than you assume.
Research is what separates co-producers who guess from those who grow. Take the time, ask the questions, and the answers will build your strategy for you.