How to Do Market Research to Create an Online Course
Launch into create online courses This is a great venture that lets you share your expertise with the world and make money while doing so and is even a way to change people’s lives. But before you even think about creating the content, there’s one critical step you need to take: conducting market research. Conducting research at the market level will make sure your course delivers real value, sidesteps traps, and is competitive in a crowded online learning space.
For new course creators, online entrepreneurs, or educators, this step-by-step guide will take you through the most vital steps to a comprehensive market research that will ensure you create an online course that is relevant and profitable.
Why Market Research is Crucial for Online Courses
Market research is not just about asking a few people here and there, it is about knowing your potential audience fundamentally, their pain points, and what kind of solutions they are willing to pay for them. Here’s why it matters:
- Reduce Risk: A well-researched course idea minimizes the risk of wasting time and resources on a product no one is interested in.
- Tailormade Content: Knowing your audience helps you craft a course that meets their needs and exceeds expectations.
- Effective Marketing: Market research gives you insights into how to position and promote your course for maximum reach and appeal.
While it can be tempting to feel like you need to get your course up and running sooner rather than later, you’ll save yourself a world of headache in the long run by investing your time ahead of time to feel confident that your course is set up for success.
Step 1: Identifying Your Niche and Target Audience
Before you can start planning your course, you need clarity on two critical elements:
Finding Your Niche
Your niche is the focused topic or area of expertise your course will revolve around. The best niches meet these criteria:
- Passion: You should be genuinely interested in the subject.
- Expertise: You should have enough knowledge or experience to teach others effectively.
- Demand: There must be an audience actively searching for solutions your course offers.
So instead of, for example, a course about ”fitness,” make it “fitness for new moms” or “nutrition plans for marathon runners.” Finding a smaller niche/target audience will boost your chances of standing out in a crowded space.
Define Your Ideal Audience
Ask yourself, “Who will benefit the most from my course?” Try to visualize your ideal learner:
- What is their age range, profession, or lifestyle?
- What challenges or goals do they have?
- How do they typically consume content (e.g., videos, worksheets, live webinars)?
Take, for example, an aspiring marketing course creator. Their target audience might include small business owners struggling with social media or freelancers who want to attract more clients.
Step 2: Analyzing Competitors and Industry Trends
Once you’ve outlined your niche and target audience, it’s time to examine the landscape.
Research Your Competitors
Competitor analysis involves studying established courses in your niche. Here’s what to look for:
- Which topics are being covered?
- What formats do their courses use (video lessons, PDFs, interactive tools)?
- What do their customers praise or criticize in reviews and testimonials?
For example, platforms like Udemy, Teachable, and Skillshare are treasure troves of data. Browse these platforms for courses similar to your idea and take note of recurring themes, popular formats, and any gaps you could fill.
Stay Updated on Trends
Successful course creators anticipate what’s next. Industry trends can change quickly, so tune in to the latest developments by:
- Following thought leaders in your niche.
- Joining forums, Facebook groups, and LinkedIn communities.
- Subscribing to niche-specific newsletters and blogs.
Trends can inspire immediate tweaks to your course concept or spark ideas for future content updates.
Step 3: Gathering Data Through Surveys and Interviews
Gathering first-hand insights from your potential learners is one of the best ways to understand their needs.
Create Surveys
Design short surveys to ask your audience directly what they need help with. Tools like Google Forms or Typeform make building and sharing surveys quick and easy. Stick to clear and concise questions, like:
- What challenges are you currently facing in [your topic area]?
- What resources have you tried before, and how did they work?
- If a course were available on [your topic], what would make you interested?
Share your survey across your social channels, email lists, and relevant communities.
Conduct Interviews
For deeper insights, schedule one-on-one interviews with potential students. These conversations can uncover frustrations, hidden desires, and specific pain points that you wouldn’t gather from a survey alone. Ask questions like:
- What solutions are you struggling to find?
- What motivates you to seek change?
- How do you prefer to learn something new?
Remember, surveys offer breadth, while interviews provide depth. Using both will give you a well-rounded picture of your audience’s needs.
Step 4: Validating Your Course Idea and Content
With all your market data in hand, it’s time to validate your course idea to ensure it has commercial potential.
Pre-Sell Your Course
Consider launching a pre-sale to gauge interest. Create a simple landing page explaining your course idea and include a “Buy Now” or “Sign Up” button. Use the page as a test:
- If people sign up, it’s a strong signal that your idea is in demand.
- If not, you can refine your idea based on their feedback or adjust your pricing.
Test with a Mini Course
Another great tactic for validation is offering a mini course. A scaled-back version of your full course allows you to test your content and delivery while gathering feedback.
Step 5: Pricing and Positioning Your Course
Now that you know what your audience wants, it’s time to decide how you’ll position and price your course in the market.
Positioning
The way you position your course affects its perceived value. Highlight qualities such as:
- Unique content (e.g., exclusive frameworks or methods).
- Access to bonus materials like live Q&A sessions, templates, or private groups.
- Proven results and testimonials from beta testers or mini-course participants.
Pricing
Choosing the right price point depends on factors like content depth, target audience willingness to pay, and competitor pricing. Common pricing tiers include:
- Low Range (e.g., $50–$150) for beginner-level courses with less content.
- Mid Range (e.g., $200–$500) for more detailed content and added bonuses like coaching.
- High Range (e.g., $1,000+) for premium courses targeting advanced learners or professionals.
Run A/B price testing or offer an early-bird rate to determine the sweet spot for your audience.
Launch with Confidence by Implementing Your Research
This time we will discuss how market research can be utilized for creating high-impact online courses. By narrowing your niche, analyzing the competitors in your space, collecting data, validating ideas, and finessing your positioning, you’re paving the way for a smooth, late impactful launch.
Finally, if you are feeling overwhelmed or unsure about how to begin, take it a step at a time. Every shred of research you gather helps you inch closer to developing a course that people care about and believe in.
You might also have some skill you think is so natural that there is absolutely no way anyone else would want to buy this — guess what? So do your market research and start sharing your genius with the world!
