3 Easy Steps For Using Video Courses as Product Research

Written by
Lizzie Davey
Nov 08, 2016

Product research often seems like the easiest part of business. You come up with an idea, create it, and bam – you’ve got something you can sell for years.

But often, business owners dive into creating something they haven’t tried out on their audience. They think they know what their people want, but they haven’t directly tested it out to see if anyone will actually buy.

This is why product research needs to involve so much more than a simple Google search and a competitor analysis.

Cue video course. Video courses are not only the ideal introduction to your product, but they also help you figure out what your audience want and need so you can create the perfect products for them.

Why Use Video Courses for Product Research

1. You can offer a “bitesize” version

People often dive into creating a full-blown product without testing it first. This means they spend an incredible amount of time, money, and energy on something they don’t even know will sell.

This is why offering a “bitesize” or snippet of your product via a video course can be a great way to test the waters.

Think about what the main goals are for your product and what outcome you want it to give buyers. Usually, the product will answer the how of their pain points, while the free video course will introduce them to the idea, and answer the what and the why of the topic or pain point.

For example, if you’re creating a product that helps people save time, you can create a video course that shows them why it’s important to save time and what they can achieve if they get more productive.

This will give you an indication of whether people are interested in finding out the how, and therefore buy your product.

2. You can develop the journey your customer goes on

Video courses are great for learning about the journey your customers (or subscribers) like to take. You can test out what learning styles they engage best with and what exactly they need most help with. You can then use this information to determine how they’d like to engage with products and what products will help them achieve their goals.

Step-by-Step Guide to Using Video Courses for Product Research

So now you know why video courses can be great for product research, let’s dive into the steps you can take.

1. Determine who your audience are

This is the first step in creating any product. You need to know who your audience are so you know what their pain points are and what you can help them with.

When you release your video course, keep an eye on who is signing up. What are they looking for help with? What stage of the buying process are they at?

2. Collect the data

When people start going through your video course, you want to collate and keep track of the data, like who is signing up, what lessons are the most popular, what questions people are asking as they go through, and what they have achieved by the end of it.

You also want to consider what they need next after the course, as this could determine the first product in your cycle.

Here, it’s important to focus each segment of the course on a different topic so you can get a decent set of results. You want to make sure there’s a specific outcome for each video, and that there’s an easy-to-follow next step. Ideally, you want the course to be as straightforward as possible so you can get the clearest data.

3. Put the data to use

Once you’ve collected the data and got it all down in front you, you want to use it to help shape your product.

By now, you should know:

  • Who is interested in your video course (and, therefore, your product)
  • What their biggest pain points are (by the lessons they engage the most with and the questions they ask)
  • How they like to consume their information (again, by the videos that are the most popular)
  • What next steps they want or need to take (by what they’ve achieved at the end of the video course and what they need to do next to find solutions to their biggest problems)

With all of this data and feedback, you should be able to put it together and create a product that your audience need.

Coming up with an idea for a product might seem easy, but it’s another thing creating a product that people are actively interested in and willing to put their hand in their wallet for.

To make sure you’re not wasting any time, money, or energy creating something people won’t buy, use video courses to determine who you’re going to target and what you’re going to target them with.

Mapout can help you create your first video course to find out what kind of product your audience will love. 

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