market research studies reddit

How to Use Reddit for Fast (and Accurate) Market Research

Reddit allows you to observe what people really think about your products so you create better marketing campaigns and content.

With 50,000 niche communities and 250 million unique monthly visitors , Reddit is packed with potential customers talking about brands and products.

Bonus: Download a free guide that reveals how to increase social media engagement with better audience research, sharper customer targeting, and Hootsuite’s easy-to-use social media software.

Reddit 101 ( skip this section if you already use Reddit)

Like Snapchat, Reddit is confusing to people who don’t use it. Here’s a quick intro to Reddit.

Most people use Reddit to waste time. By subscribing to popular communities (called subreddits), you’ll get an endless firehose of viral content. These communities are divided by themes such as science topics, news, hobbies, and Reddit inventions such as the “Ask Reddit” format, where the community answers questions.

Casual Reddit users will often join a specific subreddit related to their passion or profession. For example, a music lover might subscribe to a subreddit about learning guitar. Here, the content is less frequent and not viral. It’s simply people talking to each other and sharing things. Vendors who try to post here will often be mocked or kicked out.

Dedicated Reddit users will join communities that appear confusing to an outsider. These users are more interested in conversations rather than content. For example, someone might post a funny link but the main attraction will be the funny and witty dialogue between different users. These conversations will often be self-referential to moments in Reddit’s history or obscure memes. This makes it hard to follow and understand why certain things are popular on Reddit until you regularly read these threads.

Subreddits = niche communities often related to specific interests. Some subreddits attract millions of monthly views; others attract a tiny group of dedicated people.

Reddit gold = Users will “gift” each other a premium subscription to Reddit if they think a comment is particularly funny or valuable to the community.

Karma = This is a Reddit point system that rewards users who contribute to the community. If you submit a link that other users appreciate, you’ll gain points.

Downvote/upvote = This is the golden economy that keeps Reddit valuable. In most social media sites, a lot of garbage content floats to the top of the feed. In Reddit, users quickly downvote or upvote content. For example, let’s say Reddit users are having a discussion about Pepsi. If a brand manager comes in and posts a link to a new Pepsi contest, users will likely downvote that post, pushing it to the bottom. If a user says something smart or funny, it will gain upvotes.

This system ensures that interesting content stays at the top and spam sinks to the bottom. Your post score is balanced by downvotes and upvotes. For example, if 10 people downvote my post and 11 people upvote my post, I’d have a score of 1. This ensures that every post has a fair chance of rising or falling based on the community’s votes.

Throwaway account = This is a popular phrase you’ll hear on Reddit. Reddit users are talented internet sleuths. If you post something and it attracts attention, Reddit users will look at your comment history and expose your personal information. That’s why most Reddit users will create a temporary ‘throwaway’ account they’ll use to post a comment and then never use again.

Using Reddit to conduct market research: A step-by-step guide

Step #1: find where your customers are hiding, find the right subreddit.

To start, find a subreddit filled with your target customers. There’s no magic solution here. It can take a bit of work to find the right communities. Begin by searching for subreddits . You can also use the following search operators to get started: title:keyword (example, title:Honda), subreddit:keyword (example, subreddit:Honda); and URL:keyword (example, URL:Hondafans.com).

Install the free Reddit Enhancement suite

This free tool adds advanced searching and filtering options to Reddit. With this tool, you can filter irrelevant subreddits, keywords, and old posts. This done by using custom filters. It’s a helpful tool.

Do some sleuthing

Now, spend an hour or so doing some keyword searches. Make a list of the popular subreddits for your topic and common questions that people ask. For example, let’s say I’m a brand manager at Honda. With a little searching, I’ll bump into these subreddits: r/PreludeOwners , r/Honda_XR_and_XL , and r/Honda . These have valuable conversations about Honda’s brand and products, offering an authentic glimpse into the lives of Honda customers.

Step #2: Ask these questions

During your research, focus on answering the four questions below.

How do people feel about your product category? It’s easy to forget that the public has much different experiences than we do inside the walls of a marketing department. Reddit is amazing for revealing unfiltered opinions about brands, products, industries, and categories.

How do people feel about advertising in your category? On the top of Reddit, you’ll see eight tabs. Use the ‘‘promoted” tab to see advertising campaigns run by your competitors. Did any of your competitors promote their products to this community? Look at the comments to see how consumers responded—and what they feel about advertising campaigns in your category. Do competitors brag too much? Are certain features considered table stakes now?

How sophisticated are consumers of your products? Consumers get good at buying products—what differentiates you today is expected tomorrow. For example, at Hootsuite we’ve been helping companies track and prove the ROI of social media for many years. But each year, the topic morphs as our industry becomes more sophisticated.

Reddit can help you stay ahead of your customer’s demand—whether that be the features that bore them, the promises they’re tired of hearing, or the things they wish brands would get right.

Go to the top of the subreddit you want to analyze and select the tab called “gilded.” This will sort by comments that received Reddit gold. As mentioned, Reddit users will gift each other “gold” (which means they pay for the user’s upgrade to Reddit premium) for comments that are exceptionally valuable, funny, or insightful. These are comments that have resonated with Reddit’s most discerning users. Use these “gilded” comments to better understand the sophistication level of your audience as these comments are the smartest or funniest perspectives in the community.

Who is the HXC customer? Unlike most social networks, Reddit pushes the smartest comments and most discerning consumer opinions to the top. It’s a social network filled with smart and opinionated consumers. This is exactly the consumer you want to aim your marketing strategy at.

Most marketing makes the mistake of talking to the lowest common denominator (“meet Joe, your typical male person, looking for a simple way to file taxes online so that he can get back to what he really loves: watching sports with his buds”). But when you’re searching for a new Honda, you ask your friend, the car lover who knows everything about Hondas. Or when you’re looking for a mutual fund to buy, you ask your investment friend who lives on a yacht. These people have specific opinions and expectations for products—and other consumers idealize them.

This is the concept of the HXC customer developed by Julie Supan . According to Supan, if you aim your products and marketing at the most discerning customer, the masses will follow. Reddit can help you better understand these discerning customers.

The best subreddits for marketers

You’ll find subreddits for most industries and products. A relevant subreddit for this post is www.reddit.com/r/SampleSize/ , a community of market researchers.

Another good one that I follow is www.reddit.com/r/AskMarketing/ , a subreddit where marketing professionals ask for answers to hard questions like Facebook ad optimization techniques, tracking the ROI of event marketing, and asking advice about new business ventures.

Step #3: Analyze and monitor

By now, you should have a good idea of the subreddits and typical questions customers ask on Reddit. In this last section, I’ll show you how to monitor these communities for new conversations.

Combine subreddits together

With Reddit, you can create a multireddit. This allows you to group individual subreddits on a page, making it easy to scan and read new content.

The easiest way to create a multireddit is by logging into Reddit. Then press “create,” located on the left side of the page under multireddits. You can also combine subreddits into a URL like so: www.reddit.com/r/subreddit+subreddit . For example, I created the following multireddit, combining three of the best marketing subreddits into one: www.reddit.com/r/askmarketing+marketing+SampleSize+entreprenuer . Bookmark that URL and you’ll always have new marketing tips from the Reddit community.

Monitor for keywords with this app

I’ve tried a few different ways to automatically pull posts from Reddit including web scraping scripts . These often break, though. One of the tools I love to use is the Reddit Keyword Monitor Pro app for Hootsuite . You can monitor brand terms or keywords for any topic, pulling all these hyper-targeted conversations right into your Hootsuite dashboard.

I’m not only recommending this app because I work at Hootsuite. I actually use the app. I even use it to monitor conversations about music recording gear (a hobby of mine) as it pulls interesting bits from all around Reddit.

Add the Reddit Keyword Monitor Pro app to your Hootsuite dashboard

Install the Reddit Keyword Monitor Pro app . Next, go to your Hootsuite dashboard (if you don’t have one, you can start with a free account ). Click Add a New Stream. In the window, select Apps and then select the Reddit Keyword Monitor Pro app.

Start listening! Go to the Hootsuite stream you just created

Click on the tiny gear icon in the corner of the Reddit Keyword Monitor Pro app. Enter a few keywords you’d like to monitor. For example, I’m interested in what customers think about Hootsuite. So I monitor: “love Hootsuite,” “Hootsuite,” and “buy Hootsuite?” These conversations appear right inside my Hootsuite dashboard, so I don’t have to check Reddit for new posts.

I use these insights for market research but this type of listening is critical for brand managers as well. Reddit can be an early warning system for an impending brand PR crisis and monitoring conversations saves you from having to check for new mentions of your company or products.

Use RSS to bring the conversation to you

You can use RSS feeds to monitor different subreddits as well. RSS doesn’t seem to work on all subreddits. But you can try your luck with Hootsuite’s RSS tool (same process as step 3) or learn more about RSS in this guide to Reddit RSS subscriptions . Written by a Reddit user of course.

That’s how I use Reddit for market research.

If you’re looking for other ways to use social data in your marketing plans, check out our free guide, The Social Media Data Cookbook . You’ll learn 11 simple recipes to help you put social data to work including a simple test you can run to see the exact ROI of social messages.

Read it for Free

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James is a senior copywriter and content strategist on Hootsuite's brand team. Before Hootsuite, he worked at a few ad agencies creating B2B campaigns for Google, Intuit, Thomson Reuters, AppLovin (a mobile ad company acquired for 1.2 billion), and Wealthfront. James enjoys B2B content marketing, the refreshing taste of Wolf Cola, and writing music.

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Online Focus Groups: 26 Paid Research Companies that Pay Up to $250 an Hour for Your Opinion

I recently participated in a paid focus group in San Francisco. You know, the kind with the one-way mirror on the wall.

We talked about travel habits and preferences for an hour and half, and I got paid $150 for my time and opinions. Not bad!

The whole thing was pretty quick and painless—and actually kind of interesting—which got me thinking that this could be a great side hustle . Especially if I could do it from home!

So down the rabbit hole I went, trying to find other companies that conduct paid research studies online .

And I should note before we get started that these aren’t the typical companies that pop up when you search for “online surveys.” Those companies, like Swagbucks and  InboxDollars , are legit, but pay relatively little .

The companies I was after here were the ones that pay bigger sums to make it more worth your time. I earned $100 an hour for my little focus group adventure, and you can too.

Earn $50-150/hr, with thousands of new studies added each month.

Earn an average of $75 per project, and get notified of upcoming studies you may qualify for.

Patients and caregivers can earn $120/hour while helping advance medical research.

1. User Interviews

2. respondent, 3. rare patient voice, 4. survey junkie, too many choices, 5. product report card, 6. lightster, 7. pingpong, 8. fieldwork, 9. focusgroup.com, 10. experience dynamics, 11. american consumer opinion, 12. l&e opinions, 13. focusgroups.org, 14. findfocusgroups.com, 15. sis international, 16. surveyfeeds, 17. recruit and field, 18. field voices, 19. probe market research, 21. glg insights, 22. prolific, 23. watchlab, 24. mindswarms, 25. 20|20 panel, 26. focus insite, other online focus group and paid research study options, online focus groups alternatives, market research groups: your turn, serious about making extra money, frequently asked questions.

User Interviews facilitates in-person and online consumer conversations about products, websites, and services. The pay rates vary, but the average seems to be around $50-100 an hour.

I’ve earned $105 through the site so far, in exchange for about an hour a half.

In one of my studies, I earned a $10 Amazon gift card for completing a short online survey for bald guys! It said it should take 15 minutes, but all the questions were straight yes/no, so it probably only took 5.

User Interviews is a legit facilitator of online (and in-person) consumer research studies. Participants can get paid (generally $50-150/hr) to share their opinion and shape future products and services. While this won’t replace your day job, it can be a nice supplemental income.

• One of the best-paying survey companies I've found.
• Easy to sign-up.
• Lots of new studies added every week.
• Can be difficult to get selected.

Click here to join User Interviews .

Or check out our full User Interviews review .

Respondent is a cool service that facilitates consumer research studies online—and often pays $100+ an hour !

Once you create your account, you’ll be able to browse all the open studies you might qualify for. The research brief shares the type of person the company is looking to connect with, the expected time commitment, and pay rate .

If it looks like a fit, answer the brief screener questionnaire to throw your hat in the ring. Don’t get discouraged if you don’t get selected right away—I’ve been selected for 5 studies out of 50 screeners so far.

While there are some “general population” studies, the best-paying opportunities are for industry professionals— up to $750 an hour!

The company takes a 5% processing fee, but the rest of the funds you earn will hit your PayPal account within 8-10 days of your study. (I’ve earned $395 through Respondent so far! )

Click here to join Respondent .

Read our full Respondent.io review here .

(Since recording, I’ve done a couple more studies.)

A leading source for medical research, Rare Patient Voice pays patients and caregivers $120 an hour. You can browse a full list of available studies on their site—nearly all of which are phone or webcam interviews.

If you suffer from any sort of medical condition (even if it’s not super rare), this one is worth a look.

The site is open to residents of United States, Canada, the United Kingdom, Italy, Spain, France, Germany, Australia, and New Zealand.

While most Survey Junkie earning opportunities don’t pay much, you’ll occasionally get emails for better-paying focus group and product testing studies.

These admittedly are pretty rare, but pay up to $75.

Still, power users of the regular Survey Junkie site/app report earning up to $40 a month. 

The site boasts more than 20 million members and pays out more than $1 million every month.

Click here to sign up for Survey Junkie .

Start here instead. Punch in your name and email below I'll show you step-by-step how to add $500 to your bottom line.

Join the Free 5-Day $500 Challenge

You're in! Want to supercharge your challenge? Grab the companion workbook and earn $125 more (on average).

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Another well-established market research company is Product Report Card . They offer paid surveys, product testing and review gigs, and online focus groups.

The best-paying work is for in-home product tests and remote interviews and focus groups — often in the $75-$150/hour range.

Product Report Card will also give you a $5 welcome bonus for completing a short survey after you join. There’s a $25 minimum to cash-out.

Lightster is a unique money making app , where you get matched with brands and researchers based on your profile.

To get started, you’ll add some demographic information about yourself and answer some questions about your experience and interests.

After that, you may see some questions pop up in the app. Answer those to qualify for paid research conversations that pay $1 per minute.

I got invited to my first half hour session within a couple weeks of downloading the app, and got paid (via Amazon gift card) right away.

I was excited to discover PingPong as a newcomer to the online market research field. The service specializes in user experience testing for apps and websites, with pay rates ranging between €40 and €100 an hour. (Roughly $45-110.)

You might be curious—with the rates in euros—if this one is open to non-Europeans. PingPong let me join as an American and says they welcome testers from all over the world.

Since joining, I’ve received invites to several studies but haven’t been able to book one just yet.

Fieldwork was the company that hosted the San Francisco focus group I participated in. They have locations throughout the US:

• Los Angeles (Orange County)
• Minneapolis
• San Francisco

Compensation starts at $75 for participating in focus groups, which usually last between 1-2 hours. The drawback was I got paid in Visa gift cards instead of cash, so I went to the grocery store and bought Amazon gift cards with them instead.

FocusGroup.com offers nationwide paid research opportunities. (The site is powered by Sago, a leading market research company.)

Be on the lookout for the “National” studies that pay between $75 and $200 . These are scheduled over the phone or webcam so you can take the calls from anywhere at times that are convenient to you.

It took a while, but I eventually earned $115 for an online study related to a well-known Seattle-area company.

The next one I did was an hour-long online focus group on credit cards that paid $100.

Other studies I saw were  related to cars, technology, and banking.

I receive a few email notifications every month with studies. Those range from around $2 for 20-minute surveys, up to $150 for 90-minute in-person or online focus groups.

Check out my full FocusGroup.com review to learn more.

Experience Dynamics specializes in user experience and user interface testing (UX and UI). Corporate clients pay Experience Dynamics to help “make their users smile,” and they turn around and pay people like you for honest feedback on website designs and software applications.

According to the site, they recruit testers worldwide with all levels of technology experience. Most studies pay between $50-$150 dollars.

Experience Dynamics also facilitates:

• Field Studies, 1-2 hour interviews at your home or work.
• Diary Studies, where you to record your thoughts over 1-2 weeks.
• Phone Interviews
• Online Focus Groups
• Online Surveys

American Consumer Opinion is another market research company where you can qualify for several surveys a year.

Annoyingly, they insist on using their own “virtual currency” point system. Still, you can earn up to $50 worth of points for longer market research surveys.

There’s a $10 minimum to cash out and you can deposit your earnings directly into PayPal. To give you an incentive to complete the low-paying screener surveys, American Consumer Opinion will add your name to a monthly $50 drawing .

On L&E Opinions , I found nationwide studies paying $125-250.  The company has been in business over 30 years and pays out millions of dollars in research incentives every year.

FocusGroups.org is an aggregator service that lists focus groups and paid research opportunities around the country. When I registered, I saw online focus group options that paid anywhere from $75 to $625!

Topics included pets, hygiene, cooking, luxury cars, and lots more. There are some handy filters you can use to select only online or “National” studies.

Another site that pulls in lots of different paid studies, FindFocusGroups.com was a great find. 

At press time, they had the best-looking interface of most of these sites, but hadn’t been updated in several months.

When I checked, the compensation for these ranged from $50 to $200.

Through “compensated interviews” and focus groups, SIS helps brands figure out direction for their products. You can see a full list of available paid studies on this page .

I found rates from $25-200, depending on the time required and complexity of the topic. SIS recruits participants from all around the world, not just the US.

Similar to FindFocusGroups above, SurveyFeeds isn’t a market research company itself, but instead a promising “feed” of paid survey opportunities.

I found their Facebook page updated more frequently than their website, so it might be worthwhile to check there and see what you might qualify for.

The online studies I saw ranged from $75 to $300 .

Recruit and Field is one of the longest-running national market research companies. Since 1977, they’ve built up a participant database of over 300,000 consumers, business leaders, and medical professionals.

The company works with lots of name-brand clients and typically pays $100-275 for in-person and online surveys.

I recently earned $250 for a 1-hour call about business banking!

When I checked out Field Voices , I found a couple available studies to apply for. One was a neighborhood improvement interview that paid $150 for one hour, and the other was a group workshop on snacking habits that paid $300!

This firm works directly with companies as well, which means they’re not just pulling together lists of other research projects.

Consumers, medical professionals, and executives are in demand for Probe Market Research’s panels. Focus groups pay between $50 and $400, and you can often participate online or over the phone.

Major brands enlist Probe to conduct online surveys, mystery shopping gigs , mock juries, product trials, and more .

The popular and well-rated dscout app connects you with “engaging research missions.” Through those, you can get paid to share your feedback on a product or service.

Typical studies pay anywhere from $2 to $100 , paid out via PayPal. The biggest complaints from users are that the often in-depth screener surveys are unpaid.

Less of a market research firm and more of a consulting marketplace, GLG Insights aims to match you up with their clients looking for industry-specific expertise. Request to become a “Council Member” to get notified when relevant paid studies are available.

On GLG, you’ll be asked to connect your LinkedIn profile and upload a resume (or link to an online resume) to verify your career credentials. You can also name your own consulting rate — usually $100-150 and up .

After that, I answered a series of ethics questions based on GLG’s terms and conditions.

When academic and research institutions need opinions from the general population, they turn to Prolific . It’s easy to sign up and start completing online surveys.

The pay on Prolific is a bit lower — often in the $8-15/hr range. But in my Prolific review , I found plenty of quick and easy surveys available, and you can cash out to PayPal.

WatchLab has an obnoxiously inadequate website, but they claim to facilitate all sorts of focus groups, usability tests, interviews, mock juries, and more.

The pay varies depending on the research, and may be in the form of gift cards or cash. I saw ranges from $100 to $175 for 1-2 hour focus groups. WatchLab has locations in San Francisco and Chicago, as well as online options.

For in-person focus groups, you get paid on the spot — online may take 4-6 weeks.

Mindswarms is a unique video consumer research platform. They’ll pay you $50 via PayPal to answer 10 questions about a product or service.

These studies normally take around 10 minutes and can be recorded via your webcam or smartphone, but competition to get selected can be fierce.

To create your account you’ll need to record a 60-second video about one of your passions. Or you can do this through the Mindswarms app on iOS or Android .

Earn $50-150 for online focus groups and studies. While the website doesn’t necessarily inspire confidence, 20|20 Panel has been around for over 30 years.

I found several online focus groups paying $50-200 on Focus Insite . The company popped up in my Instagram feed, a signal they’re actively recruiting new participants.

You can join their panel database as a medical, technical, or business professional, or just as a general consumer. Alternatively, you can apply directly to the available market research studies listed.

The companies listed above certainly aren’t the only research companies around, and for this side hustle, it makes sense to join as many firms as you’re comfortable with.

That way, you’re presented with all the opportunities available, not just the projects managed by one company.

Here are a few more to consider:

• Ascendency Research — On average, studies pay $60-350. Many are local to the Twin Cities, MN, but they have some national studies, too.
• Elliott Benson — Conducting paid market research since 1995.
• PRC Market Research — You can browse upcoming projects (and their pay rate) before registering. Most studies pay $100-300/hour.
• NewtonX — Strictly for industry professionals to share their insight and get paid.
• Focus Forward — A unique aggregator of paid focus group and survey opportunities.
• UserTesting – Earn $10 for completing 20-minute online user tests of websites, apps, shopping portals, and more. This is pretty fun but you have to be fast because these tests get snatched up quickly.
• Brutal – Earn $30 an hour to give feedback on websites and apps. (Love the name!)
• Pulse Labs – Earn up to $100 a week providing video feedback on products.
• Intellizoom – Get paid an average of $10 testing and reviewing websites.
• UserBrain – Receive new websites to test every week, an earn $5 for each 5-15 minute test.
• Google User Experience – Google pays gift cards for feedback on their products.
• Nelson Recruiting — Nationwide market research company established in 1980.
• Marketade – Specializes in remote usability testing, market validation, navigation research, and more.
• Engage Studies – Earn as much as $100 per focus group through this research company.
• Tell Us Your Opinion – Mainly operating in Tulsa but may have online/phone opportunities as well.
• Adler Weiner Research – In-person studies in Chicagoland and Southern California, plus remote studies nationwide.
• Advanced Focus – Hosts market research panels and focus groups in New York City.
• Nichols Research – Get paid to participate in in-person focus groups, primarily in Northern California.
• Herron Associates — In-person studies in Indianapolis, IN and Tampa, FL.
• PrizeRebel – Earn $10-12 an hour doing surveys or completing other tasks. (Just avoid the low-paying ones.)

As with any side hustle, there’s an opportunity cost. As in, what else could you be doing with your time?

I encourage you to check out our monster list of side hustle ideas , but here are a few that are similarly flexible.

Become a Bookkeeper

One of the first jobs that many companies hire out is “someone to keep the books.” If you have experience in this field, or just love numbers, becoming a remote bookkeeper could way to make extra money.

Most businesses don’t need a full-time bookkeeper so they’re open to hiring someone part-time. Most virtual bookkeepers charge $100-300 per client per month.

Network with business owners locally or online and let them know about your service. It might make sense to check out this  free training on how to start a remote bookkeeping business .

Alternative Investments

If you’re after passive income , you might consider adding some alternative investments .

For example,  Fundrise  allows you to invest in professionally-vetted commercial real estate. This spreads your risk around with properties in multiple geographical locations–and minimums as low as $10 .

Disclosure: I’ve been a Fundrise investor since 2015, and earn a commission when you join through my referral link. Opinions are my own.

Resell Furniture Returns

Reselling furniture returns is a unique low-risk side hustle .

How it works is you join Sharetown as a local “reverse logistics” rep. Sharetown partners with direct-to-consumer mattress and furniture brands to handle their return requests.

When customers decide they don’t want to keep the item, you’ll get dispatched to go pick it up. After that, you’ll:

• clean it up
• photograph it
• list it for resale on sites like Facebook Marketplace

The Sharetown reps I’ve connected with target $150-250 per flip — and, importantly — you don’t have to pay Sharetown for the inventory until the item sells.

Check out my full Sharetown review to learn more.

Sharetown reps make money by reselling gently-used furniture and bed-in-a-box mattresses. Top reps earn $4000+ per month.

• Low startup costs
• Great earning power
• No hunting for inventory
• Requires a truck or SUV
• Bulky items to store
• Not available in all areas

Mobile Notary Service

Becoming a mobile notary loan signing agent is one of the most popular gigs among the Side Hustle Nation community. The flexible, part-time side hustle involves walking new homeowners through their stack of mortgage documents.

Appointments typically take around an hour and pay $75-150.

One big drawback to focus groups or online surveys is you’re limited in how much you can earn. It’s a great side hustle, but it’ll never be a full-time income.

Focus groups or paid research studies won’t pay your mortgage, but one or two a month will definitely help build your side hustle snowball .

Have you had any success in landing paid focus group studies? What do you think of this little supplemental side hustle?

Let me know in the comments below!

• Start Your Free $500 Challenge . My free 5-day email course shows you how to add $500 to your bottom line.
• Join the free Side Hustle Nation Community . The free Facebook group is the best place to connect with other side hustlers and get your questions answered.
• Download The Side Hustle Show . My free podcast shares how to make extra money with actionable weekly episodes.

The award-winning Side Hustle Show is a Top 10 Entrepreneurship podcast with over 1,200 5-star ratings!

Listen in your favorite podcast app or directly in your browser.

Is there such thing as an online focus group?

Yes! Several companies facilitate online consumer research focus groups, which is great because that means you can earn money from the comfort of your home or office. Check out our full list to learn more.

How much do focus groups pay?

The pay for focus groups depends on how long the session lasts. Most commonly, you’ll find rates average around $100 an hour.

Where can I find legit paid focus groups?

Companies like Respondent, Fieldwork, and FocusGroup.com are all legit facilitators of paid focus groups. Or, for the best results, you might try an aggregator service like FindFocusGroups.com, which pools together focus group opportunities from several sources. Be sure to check the list of providers on Side Hustle Nation as well.

How do online focus groups work?

Online focus groups work either via conference call or more commonly, through a group video chat to more closely mimic the in-person experience. A moderator will lead the group discussion and participants can chime in through their webcam and computer microphone or phone line.

********* Stock photo  by Akhenaton Images via Shutterstock

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About the Author

Nick Loper is a side hustle expert who loves helping people earn more money and start businesses they care about. He hosts the award-winning Side Hustle Show, where he's interviewed over 500 successful entrepreneurs, and is the bestselling author of Buy Buttons , The Side Hustle , and $1,000 100 Ways .

His work has been featured in The New York Times, Entrepreneur, Forbes, TIME, Newsweek, Business Insider, MSN, Yahoo Finance, The Los Angeles Times, The San Francisco Chronicle, Hubspot, Ahrefs, Shopify, Investopedia, VICE, Vox, Mashable, ChooseFI, The Penny Hoarder, GoBankingRates, and more.

58 thoughts on “Online Focus Groups: 26 Paid Research Companies that Pay Up to $250 an Hour for Your Opinion”

Nice job, Nick! I have only ever been able to score low paying “mystery shopper” gigs. I get a free meal and $15 or $20 for my trouble. It usually takes about an hour, so am making $15 – $20 per hour. I have repeatedly mystery shopped a “Roy Rogers” restaurant that is on the NYS thruway. Almost every time I have had to travel to or from my daughter’s college campus I have been able to get a free meal, $10 or $15, and a portion of my tolls paid. I wouldn’t make the effort except that I am already driving by and there is a good chance that I would need a bathroom break anyway. Everybody wins. :>) I will be checking on a couple of the sites you provided to see if there is anything I qualify for.

Thanks Kevin. I’ve been half-heartedly attempting to find a mystery shopping expert to school me on how it really works :)

Hi Nick – If you are still reading these comments, I hope you will remove User Interviews from your list. After reading your article, I applied with them and was excited at first, but they have a serious flaw. They do not screen what the companies post for the surveys. First you have to take a questionnaire to see if you will be selected for the survey. Time after time you spend time answering the flawed questionnaire, and then not being selected, probably because of being forced to complete an answer that is not correct. Here’s an example that I just sent to Tabitha at User Interviews:

“I was applying for the Medical Injectibles survey, and the first several questions went well. Then there was the question “Do you care for a child with Juvenile Idiopathic Arthritis?” with the options of yes or no. I checked no, and I cannot imagine there are vast numbers of people who would have been able to check yes.

The next question was required, and it asked for the age of the person I care for, and had a box, also required, asking for the required medications.

Why was I prompted with that question when I had answered no?”

So that was yet another questionnaire that was flawed that completely wasted my time because I could not proceed. I have asked them to remove me from all further communication as I want nothing to do with them anymore, and I honestly don’t think you should be recommending them.

Hmm sorry for the trouble, Balinda. I agree, their conditional logic on the screener surveys could be better — or they could just advance to a “thanks but you’re not a fit” page. When those types of funky follow-up questions happen for me, I just back out and go back to the list since it’s clear I’m not going to qualify.

Nick, this list is AWESOME! I’ve been using User Interviews for about a month and a half and it seems like I hardly ever get selected for any of the surveys. In fact, I’ve only been selected for 1 so far (which literally took 10 minutes and I got a $30 Amazon gift card) and the second one I got approved for, by the time I got around to actually confirming my spot that evening, it was already fully booked up! I’m wondering with all the different options available if it would be feasible to make some decent side money – assuming the time commitment doesn’t get overwhelming. I’m gonna dig into this a little I think and see what I can come up with.

Hey Kyle, I hope you found some good “side jobs.” You mentioned that you used user interviews and only got 1 job. I’m so surprised by that. I have been using them for a few months and I have made a good bit of money. I had a 20 minute telephone survey and was paid $150! I had another that was in person. They came to my apt (they originally said to see my wardrobe in closet, but never did) they interviewed me on camera for about 10-15 minutes and then we went to a clothing store! They asked me if I liked the store, clothes, etc. In all I was with them about an hour. I got $350! I could have made another $100 for doing “homework,” but I was too busy. That’s just 2 of jobs I had from them. Anyway, I just wanted you to know, bcuz you should keep trying with them. I plan on hitting all these new ones, thanks to Nick! Good Luck!

It’s funny you bring this topic up. I LITERALLY started signing up for focus groups last Monday (going on two weeks) and I’ve already made $650. Most have came from respondent. I also signed up for the Reddit r/paidstudy group as well as the cool work ideas.com FB which posts multiple studies a day. I’m loving it so far!

Hi Nick, I’ve been using ACOP for a few years now it does take a long time to gather up money. I usually wait till I get up around $50 or so to cash in. The problem I find is it takes two to three months for it to show up in my Pay Pal account, very slow turn around.

Nick, I’ve been doing these for several years. I probably average about $1,000 per year doing these. This a great comprehensive list!

I tried Mindswarms. I had no trouble creating a profile video (though it really does not flatter me, nor had I trouble applying for studies. However, I have been on there for over a month, and I have been rejected for every. Single. Study. Besides that, they do not ever bother telling me, or giving me helpful suggestions. Their FAQ section is so useless as to be counterproductive. And I suspect that my mind and my interests are not average enough to make Mindswarms (or online studies/surveys in general) worth my while.

Here is a good rule of thumb: if you prefer the musical works of Vasily Kalinnikov (or just know who Vasily Kalinnikov was) over “Lady” Gaga, do not bother with surveys. Only the most average individuals with the most average minds can succeed with this rubbish. Or so my experiences would indicate.

Actually, the opposite is true. just regular surveys do kind of suck. However, the focus groups and interviews and so forth, all the ones that I’ve actually gotten into have been because I’m weird or different. That’s why so many people get declined. They look for people who don’t conform, mostly because they’re looking for new and innovative ideas. Why would you research the monotonous and mundane?

Thanks so much for the information. I signed up on Respondent today and have a 71% match on 1 survey. We’ll see how it goes.

I just tried to sign up with Respondent, and probably I’m the only one in the world with this problem of not having any social media sites. They want to verify your work on LinkedIn or your FB profile. I don’t have a FB account nor do I have a LinkedIn account. I know, I must be living in a cave, but the work I do does not allow me to use social media. What to do? I guess Respondent is out. Bummer.

This is pretty much the same for me too, Shari. Even if I had an account on social media I would only have my family and close friends on it. I wouldn’t want to give some site access. I also ran into one (can’t remember the name) where they wanted you to upload a video of yourself in order to get the surveys. I am also not comfortable with that. I’ve signed up with all that was listed above. We’ll see how it goes. Good luck to you!

Since I haven’t seen it noted in the comments or main blog anywhere I just wanted to put it out there that technically if you make over $600 with any single company like this they are supposed to issue a 1099 for your payouts. Normally if you accumulate that much over a year they may not bother BUT I was lucky enough to get into a study that paid $875 which immediately put me over that threshold. So then they issued a 1099 for all my earnings from them in that year. That hurt at tax time. This year I’m going to spread it out over as many companies as I can to hopefull get a lot but no single one over $600. And if you are lucky enough to get into a single high paying study, keep the tax implication in mind.

Very nice blog post. Thanks for sharing. On respondent I made $30 today. Not bad!

Thanks Nick, this list is AWESOME! I’ve been doing surveys and focus groups for about a year. I’ve had some great paying, easy jobs. I’ve also spent, what felt like like forever, time trying to qualify for them to no avail. However, from my experience, I can definitely say not to give up! Surveys are time consuming with little pay, for the most part. Focus groups, interviews, etc., is where the money is! I have been looking for more sites and you just gave me a bunch! I am gonna try them all! Keep the info coming! Thanks again!

I’m wondering if the earning need to be claimed on our taxes? Is there a record that we are being paid? Do these companies ask for any personal information? Thanks

Try Jackson/Adept in Los Angeles. They have a Beverly Hills and Encino location.

Here are Metro Detroit Focus Groups and my reviews of them

Morpace Inc. 31700 Middlebelt Road Suite 200 Farmington Hills, MI 48334 Phone: (248) 737-5300 http://www.morpace.com Pays $80-$250 Focus Group Surveys (In Person). If they over fill the group which happened to me on one occassion then you get paid instantly without doing the survey. They pay by check or cash after the 1-2 hour in person survey. They offer surveys 1-2 times a year.

Shifrin Hayworth 26400 Lahser Rd #430, Southfield, MI 48033 Phone: (248) 223-0020 https://www.shifrin-hayworth.com/ Pays $50-$300 Focus Group Surveys (In Person). They pay by check or cash in person after the 1-2 hour survey. They offer surveys about 1-2 times a year.

I recently learned that you can only participate in 1 survey every 6 months which is why after being asked if you’ve done one recently you get disqualified.

I just did a study for them last week. They promised a $200 virtual gift card within 48 hours but it’s been a week and still nothing. They’ve stopped answering my emails and I can’t find a phone number for them, which seems pretty shady.

Did they ever get back to you/pay you?

So I have had really good luck with a lot of these companies you listed. I am a stay at home mom have been looking into all this and actively participating for about 6 weeks and made over 3000 dollars I have made 630 dollars on users interviews, 585 on respondents, 310 on user testing, 270 on validately usability studies , 250 on 20/20 panel, about 140 on intellizoom/ what users do Usability studies, 90 dollars on TrymyUI, and 50 on ping pong research. I have also made 375 dolars from focus point global. plus more companies that i got under 20 each from so there is money to be made here if you invest the time. I have done one on one studies with a web cam, phone interviews, product testing (shampoos, and even new cereal), online diary studies (usually about things you eat), and lots of usability studies. the key is knowing how to answer the screener questions. Thank you so much for your list I am going to check out the companies I have not uses yet

Whoa that’s awesome Casondra – thanks for sharing!

Hi Nick-I just found this post and thank you for “heads up”… I’m writing to share with you two top performers here in Seattle for in-person focus groups. In-Sight Space and Fieldwork / Seattle.

I’ve been fortunate enough to have had a few gigs with each of these company’s who conduct only focus groups. Most of the time the pay is cash on the spot and the groups range from 45 minutes to 2 hours. These two company’s have frequent remarkably high-paying gigs. It’s fairly common to attend a 90 minute focus group that pays anywhere from 150.00 – 350.00. On occasion I’ve landed one of their mock jury groups, sometimes held at one of Seattle’s finest hotels and lasts close to 8 hours. These mock jury groups have paid me between 300.00 to 550.00 for the gig and always provide a catered breakfast and lunch. Again, thanks for sharing your information and I hope you’re able to use my information and experience to help others.

Sincerely, Jason B.

Nice, Jason — thanks for sharing!

I’m registered with two companies for focus group and mock jury participation. I’ve done both and found them enjoyable and worthwhile. Usually payment was cash. One time it was a VISA gift card. The mock juries required more hours than the focus groups. One was Friday evening, all day Saturday, and Saturday evening. My experience has been food and beverages were provided when the event was more than 3 hours.

Participants were usually limited to one event in 6 months.

I’ve seen a large dropoff in opportunities since I reached a certain age. Sigh.

Very occasionally the local newspaper has a classified ad for focus group participants.

I need the mock jury site

Ok…I see several people are interested in Mystery Shopping so I thought I’d share a little info. I have done a lot of mystery shopping in the past and love it. Not amazing money but interesting and I enjoyed it. So…here are a few sites to start with…I hope this is OK…I see a few people said they would send information, but a lot of others requested info and I don’t know if they got what they needed. I hope this helps. So…first… this is the official website of the Mystery Shopping Professionals Association…it has a ton of good info and resources https://www.mspa-global.org/index.html Work available always depends on the type of job you are interested in and where you are located so the best companies to work with will vary for different people. Here are some other resources that may help… https://www.mysteryshopperjobfinder.com/members/resources/mspa-interview/ https://www.mysteryshopforum.com/ https://www.mysteryshoppermagazine.com/?source=forum-top-discussions and last but not least… https://www.shadowshopper.com Shadow Shopper…the first thing that pops up when you google Shadow Shopper will be scam alerts. I’m here to tell you it is not a scam. I have used them for years off and on. They do have a fee option, and to get anywhere, you probably will want to use it at least for a short time. But a lot of job boards charge a small fee. Basically it is where companies post work that they need to get done and shoppers go to find work. It’s a great way to see what is available in your area and skill set and interest and sign up with those companies offering that work. You can go out on your own and start just looking into shopping sites, but that sign up processing can be lengthy and if you pick one that doesn’t offer work in your area or jobs you want, you have wasted time and effort. Once you sign up with a few companies that you’ve found on Shadow Shopper, move on until you want to look for more. No need to keep your subscription if you have the work your want. Just my suggestion, but it has landed me several really good opportunities. One lasted years and was around made me around $2000/yr. Oh…and if you are wanting a list of companies…go here… it’s a tedious process to choose, but it’s an option… https://www.mysteryshopforum.com/companies/ Good luck and enjoy :)

Thank you Anna!

I’ve used Focus Pointe Global and Schlesinger in the Boston area for years. I’ve made really good money with them ($75-200 per session). People seem to over-estimate how difficult this all is. Sign up in the database, fill out a survey if you get an e-mail, if you pre-qualify for a study they call you to screen you again, you either qualify or you don’t on that phone call. If you’re picked, you go to their office and sit with the other people picked and just give your opinion for about 90 minutes. The hardest part for me is fighting traffic to get to the office in the city. These focus groups have been a lifesaver for me in periods of unemployment.

Will you get called every week about a survey? No, you definitely won’t, maybe not every month either. But if you sign up with 5-10 companies your chances of getting picked go up. And I agree that sites like Swagbucks are more or less a waste of time. It’s very small money.

Everyone is asking: How do I join? You have to go to the companies website and sign up for the panel (“Join the Panel”) and then wait. Also, the bigger companies post surveys on their Facebook pages so sign up for their notifications.

I do the best with Respondent, User Interviews and UTest.com. Also check out Affectiva’s job listings if you’re in the Boston area. I’ve made a lot helping to test out their automotive AI.

I have been doing focus groups online for prob 3 years or so. I have done a lot of them with watchlab and user interviews. Also accelerant research is a good one. Field work is another I’ve done them with. I’m sure there is more that I’ve used but i gotta tell u that these have been a life saver for me at times. I most recently did one that paid $400 which is the most I’ve made. I am signed up and in the databases of all that u listed plus a few others like accelerant research. Oh yeah another great place is Elliot Benson research.

Thanks for sharing Shelley!

you might try Mturk if you money to pay…

Great job on this article! I’ve been doing focus groups for many years. Probably made about $2,000 or so altogether.

I’d also recommend instapanel. I’ve been using them for several years to complete video surveys. They pay $20 for about 5-10 minutes of work. Here’s a link: https://instapanel.com/ .

I work for one of the market research companies that hire these focus group facilities/recruiters to get us the research we need. For in person focus groups (in facility) you can expect to get paid around $100 per hour, and more expensive if you’re in a specialty group (certain ailments, professionals such as tech). For online focus groups they run around $75 per hour.

If you want to know the panels to join around your area to join focus groups, I’d recommend going on Green Book (for research) and search on recruiters or facility around your neighborhood. This is where researchers go to find panels to do research with and you’ll get more opportunities with the facilities/recruiters there.

I don’t recommend online surveys bc you might terminate out of many surveys before you complete one and they won’t pay you more than $5 for one, and that’s on the rare end. Hope this helps!

Appreciate the insight — thanks Michelle!

I love love love all the great information I just obtained by reading your blog. OMG ! If anyone has any leads for Indiana specifically please let me know. I know of Herron Associates does a lot of research focus groups. Just go to their website and sign up. Ive done a few for them in the past and made anywhere from $50-150 for about an hour or so in person focus group. I think those are great and very interesting. If anyone wants to contact me to give me some tips on the mystery shopping I’d greatly appreciate it. TIA ( Thanks in Advance) Carrie

Thanks a bunch for the informative post! I signed up for several of the ones you have on this list and already got selected for a study. Just curious – most of the prescreen questions ask if you’ve recently participated in a study. If you have (I’ll fall into this bucket once I complete the study I just got picked for), does that greatly reduce your chances of being selected for another one?

Hi, are any of these open to people under 18?

All clinical trials are for ages 18-99.

Amalia, I apologize. I read your question to quickly & transposed the numbers. I thought you said 81.I’m rarely asked to prove my age, but they may have some way of checking. Product reviews are open to 16+, I believe. I’ve never had to show my ID online, only when I do things in person. Obviously medical care you’d show your ID.

Withpower.com is a great website to checkout medical trials. There are all sorts & bonus if you need medical care & don’t have the money to pay for it. Some just monitor or interview you…all the way up to getting medicated treatment for your condition. I even saw dental work on there.

Every clinical research compensated me for my time & travel. It’s always paid out very well for me & it’s definitely worth the time. I got $365 for downloading an app on my phone that I recorded how long I slept the night before.They sent a little survey with 4 questions every day to the app & I told them what time I went to bed, did I wake up during the night, how long did it take me to get back to sleep, and what time I woke up. I got paid in intervals at week 2, 6, 10, & 14. Super easy money.

I’m on #4 of this list now. User interviews has been fair to me. I’ve seen product reviews, online, and focus groups on there. If they let you know that you are qualified, act quickly!

Clinical research & focus groups are my favorite. I used to like doing product reviews & I still do. But once you really start getting into it, the rewards get better & better. Thank you so much, Nick. Yes, I referred you when signing up. You deserve it.

Hi Nick, this is a great job.

Many of these websites do not authorize participants from Nigeria and Africa. They have country-based restrictions. It sucks.

I have a master’s degree in business administration. I have a bachelor’s degree in mechanical engineering. I have a postgraduate diploma in economics, a postgraduate diploma in education and a professional diploma in early childhood education. I have a CEFR Level C1 in IELTS exam. I have done some surveys in my country, Nigeria and I performed well.

What survey sites do you recommend that do not have country-based restrictions? I am really curious Nick.

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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How to Use Reddit for Better Market Research [Step By Step Guide]

Written by Erica Pollock

Published Sep. 26 2023 · 17 min read

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Reddit, the platform known as the “front page of the Internet,” has become an invaluable platform for conducting market research. With its diverse user base and extensive range of discussions, Reddit offers a wealth of insights for businesses looking to gain a deeper understanding of their target audience. In this article, we’ll explore how you can effectively use Reddit for fast and accurate market research, and walk you through all of the steps to get started. 

What Exactly Is Reddit and How Does It Work?

Reddit is considered a social media platform, although it resembles more of a traditional internet forum where users can post, discuss, and vote on content. There are a number of terms that may be unfamiliar to you if you haven’t ever used Reddit before, so let’s go through the ones you need to know real quick. (Feel free to skip this section if you already know the basics of using Reddit.)

Redditor: A member or user of the Reddit community.

Subreddit: A subreddit is a space on Reddit dedicated to a specific topic, theme, or interest. Subreddits serve as mini-communities within the site and serve as virtual gathering places for like-minded individuals.They are denoted by “r/” followed by the name of the subreddit, i.e.  r/marketing.

Reddit has hundreds of subreddits, and there is one for just about anything you can think of. There’s also plenty of subreddits for things you wouldn’t ever think of (r/BreadStapledToTrees, I am looking at you. And in case you are wondering, yes, this subreddit is exactly what it sounds like.)

Bread… stapled to trees. I don’t know why. The internet is weird sometimes.

Upvote/Downvote: A system used to approve or disapprove of content or comments. Upvoting indicates approval or liking, while downvoting signals disapproval. When content is upvoted, it moves up in the feed. The content and comments with the most upvotes is seen the most, as it appears at the top of the page.

Karma: A point system that reflects the value of a user’s contributions based on the number of upvotes and downvotes they receive. You receive karma by posting comments or posting a new thread. Each comment you make will give you +1 karma to begin with, and then other users can upvote or downvote your comment, changing the amount of karma. So for each additional upvote on a comment, you receive +1 karma. And the opposite is true for downvotes, meaning that you receive -1 karma for each downvote.

Comments that receive lots of downvotes are considered to be low value or not contributing positively to the discussion at hand, and will eventually be hidden in the comments section entirely.

You can see how much karma a user has by clicking on their profile. (You can also see your own karma at any time in the top right corner of the page.)

Mainly just showing off my internet karma here and the fact my Reddit account is over 12 years old. But anyways…

Now that you’ve got the basic terminology nailed down, let’s take a look at why Reddit is so valuable for conducting market research.

Why Use Reddit for Market Research?

One of the key advantages of using Reddit for market research is the platform’s vast user base.

With over 430 million monthly active users as of 2023, Reddit offers a diverse range of perspectives and opinions. This allows businesses to tap into a wealth of information and gather insights from a wide range of demographics.

Unlike traditional market research methods where you are limited to observing from a distance, Reddit allows you to engage directly with your audience and gather feedback in real-time.

When used correctly, Reddit can provide invaluable insights into consumer preferences, opinions, and behaviors. By analyzing the discussions and interactions within relevant subreddits, businesses can gain a deep understanding of their target audience’s needs and preferences.

Another advantage of using Reddit for market research is the platform’s anonymity. Users can create anonymous accounts, allowing them to share their honest opinions and experiences without fear of judgment or repercussions. This anonymity fosters a more open and candid environment, leading to more authentic and valuable insights for businesses.

Lastly, Reddit offers a wide range of features that can aid in market research. You can analyze user engagement metrics, such as upvotes, comments, and awards, to gauge the popularity around a particular topic, or use Reddit’s advanced search function to find specific keywords or topics related to your industry. (I’ll show you how to do this later on.)

How to Find the Right Subreddits

The key to effective market research on Reddit is finding the subreddits where your target audience is most active.

Now, there are two ways of doing this, and I’ll give you both of them just because, hey, I am feeling generous.

Here’s the first method to find the subreddit(s) where your audience hangs out.

• Start with a broad search: Begin by heading over to Reddit , and searching for keywords related to your industry or target market in the search bar at the top of the page. This will help you find subreddits that are directly aligned with your area of interest.

When conducting a search, it’s important to consider various terms and phrases that are commonly associated with your industry. This will ensure that you cast a wide net and capture all potential subreddits that may be relevant to your research. Take the time to brainstorm and compile a list of keywords that accurately represent your niche.

So for example, if I type ‘marketing’ in the search bar, it gives me multiple different subreddits to choose from. In this case, I am going to start out my research by going to the r/marketing subreddit, as it is the first one that popped up.

2. Explore the subreddit sidebar: Once you’ve identified a potential subreddit, the first thing to do is take a look at the sidebar. The subreddit sidebar is often a great source for valuable information. It provides insights into the community’s expectations, preferred content types, and any specific rules that need to be followed.

It also will often have a list of additional related subreddits or other related communities that are on other platforms (like Discord). By thoroughly exploring the sidebar, you can gain a deeper understanding of the subreddit’s culture and get a better idea of whether or not the community fits with your target audience.

You’ll see here that the r/marketing subreddit lists many other marketing-related subreddits that might be worth checking out, like r/socialmediamarketing and r/digitalmarketing.

3. Assess the subreddit’s activity: Activity levels within a subreddit can vary significantly. Some communities may have a constant stream of posts and comments, while others may be more sporadic. An active community suggests a higher likelihood of receiving valuable feedback and insights for your market research.

Look at the frequency of posts and comments within the subreddit to help determine if it is an active and engaged community.

You can also see how many users are currently online in the community in the sidebar, as well as how many users are subscribed to the subreddit in total. This will help you determine the size of the community, and the size of your potential audience to engage with.

Keep in mind, a larger community isn’t necessarily better. In fact, it often can be more useful to find a smaller, more niche subreddit of the topic you are searching for. So perhaps instead of looking at just r/marketing, I could get even more specific and look at r/socialmediamarketing, because that subreddit more accurately describes my target audience. You might find that the smaller subreddits have a higher engagement level. I gauge this by looking at the number of current users that are online.

For example, in the image below, the r/marketing subreddit has 274 users online, which really isn’t a lot, considering there are 595,000 members of the subreddit.

Whereas the r/socialmediamarketing subreddit has 62 users online, but the overall size of the subreddit is 8x smaller, with just 74,800 users. So despite the r/marketing subreddit having more users online, the r/socialmediamarketing subreddit actually has a higher percentage of its users that are active and online, possibly indicating it might be a more engaged community.

4. Analyze the subreddit’s demographics: Understanding the demographics of a subreddit is crucial in ensuring that your market research efforts are focused on the right audience. Look for any available info regarding the age range, gender distribution, geographic location, and interests of the subreddit’s users.

If you are confident after going through these steps that your chosen subreddit is where your target audience lives and engages, then you can start your market research!

But what if you aren’t totally confident you’ve found the best subreddit?

Well, then you can use method number-two to identify the right subreddit. (This method doesn’t actually involve using Reddit at all.)

Here’s what you need to do.

• Create an account on Sparktoro.

If you aren’t familiar with Sparktoro, prepare for your mind to be blown by how useful it is when it comes to audience research. Head over to sparktoro.com and create an account if you don’t have one already. This will give you 20 free searches per month, which is more than enough for the purpose of this exercise. (If it’s in your budget, I highly recommend paying for Sparktoro, because it is incredibly useful and can help you understand your audience on a new level.)

2. Search for your topic on SparkToro

Once you have an account set up, click on the Audience Research tab. Then, you will need to conduct your search. You may notice that there are a couple of options to choose from in the search bar. That’s because there are a number of different ways you search for something using Sparktoro.

The types of searches include:

• Search by a topic that your audience frequently talks about (i.e. marketing)
• Search by keyword or phrase that your audience uses in their profile (i.e. director of marketing)
• Search by a social media account that your audience follows (i.e. @hubspot)
• Search by a website your audience visits (i.e. contentmarketinginstitute.com)

I am going to just continue with the marketing example I used previously, and search by the topic ‘marketing’.

3. Analyze the results

When you get your search results, you’ll notice that on the left hand side of the page, there are a number of different headings you can click on.

Choose the one that says ‘Reddit’. (There’s also TONS of other information that you might find useful in the other tabs, but for this article, I am just going to focus on the Reddit section).

And just like that, you’ll be presented with the most popular subreddits for that particular audience. It can be quite interesting, because sometimes the results are not a subreddit you would have considered looking at.

In this search, my results include the more obvious subreddits like r/marketing, but also some unexpected ones like r/cryptocurrency and r/stocks. You’ll notice the percentage of my total audience that is on these subreddits isn’t very big, so this might be an indication I need to get more granular with my search term.

If I try again, and this time I search the term ‘email marketing’, the results are slightly different. The top three subreddits for this audience include r/marketing, r/emailmarketing and r/entrepreneur.

And as you’ll see, the percentage of the audience for each of these subreddits is much higher than the ones in the last search, so these subreddits are probably more representative of the audience I am looking for.

Using this method with Sparktoro to find your audience on Reddit can be much faster than going through individual subreddits manually to find the right one for your market research.

That being said, really the most effective method is to use both of these together. Doing so will ensure that you have chosen the right subreddit that most accurately represents your target audience.

You’ve Chosen a Subreddit. Now What?

You basically have two choices now. You can choose to gather information from the subreddit simply by looking at the content, or you can create a Reddit account and join in the conversation! Both research methods can be useful, but the latter option is much more fun if you ask me.

By actively participating in discussions, providing valuable insights, and engaging with other members, you can position yourself as a trusted authority and gain the community’s respect. This will not only enhance the quality of the feedback you receive but also increase the likelihood of others being willing to share their experiences and opinions with you.

However, it is important to approach Reddit with caution and respect. Redditors are known for their skepticism towards marketers and dislike blatant self-promotion. So before you get all excited and start creating posts nonsensically, take some time to understand the “vibe” of the subreddit first.

Each subreddit has different rules in place for posting and commenting, so be sure to actually read them or you may find yourself banned from that particular subreddit. In fact, some subreddits may not even let you create a new post unless your account is of a certain age, or has a certain amount of comment karma.

If this sounds intimidating, and you’d prefer to observe from a distance, that’s okay too. There are still plenty of ways you can conduct market research on Reddit without actually posting or commenting at all.

Passive Market Research Methods With Reddit

Monitoring discussions and trends.

In addition to actively participating in discussions, you can use Reddit as a listening tool to monitor conversations and gather insights passively. This can help you identify emerging trends and stay up-to-date with your target audience’s preferences. For example, if you are in the tech industry, subscribing to subreddits like r/technology or r/gadgets can give you a firsthand look at what consumers are excited about, what features they desire in a product, and what issues they are currently facing.

Additionally, Reddit’s upvoting and downvoting system allows you to gauge the popularity and credibility of different opinions. By paying attention to highly upvoted comments or posts, you can identify the popular topics within a community and use that knowledge to inform your decision-making process.

Keep in mind that when analyzing the user engagement, you need to go beyond just the number of upvotes and comments. It is essential to consider the quality and depth of the interactions.

For instance, a post with a high number of comments may indicate high engagement, but if the comments are short and lack substance, it may not provide as much valuable information as a post with fewer but more detailed comments. Analyzing the content of the individual comments can give you a better understanding of user sentiment and preferences.

By examining the comments associated with a highly upvoted post, you can uncover the specific aspects that resonated with the community. These comments may highlight additional insights, suggestions, or personal experiences related to the topic at hand.

Using advanced search methods

Another way to conduct passive market research on Reddit is by using the advanced search functionality. The advanced search allows you to find highly specific information by narrowing down your search using manual filters. This can be particularly useful when looking for very specific topics related to your target audience, industry, or even your company. Here’s how it works.

Search filtering

If you want to limit your search to a specific set of criteria, you can use special manual filtering words to do so.

You can filter your search by any of the following:

• author The person who created the post.

For instance, author:MarketingWhiz

• flair The descriptor or label attached to the post.

For instance, flair:SEO

• self Filter by self posts. Use true to limit the search to text posts, false to exclude them.

For instance, self:true

• selftext The main text or body of the post.

For instance, selftext:engagement

• site The domain linked within the post.

For instance, site:marketingblog.com

• subreddit The community where the post was submitted.

For instance, subreddit:DigitalMarketing

• title The headline or title of the post.

For instance, title:Lead Generation

Example: If I am looking to find posts regarding ‘content strategies’ created by the user u/MarketingGuru in the specific subreddit r/MarketingInsights, I would type the following in the search bar:

author:MarketingGuru subreddit:MarketingInsights content strategies

Make sure you don’t have whitespace between the manual filter name(e.g. ‘author’) and the word you want to search for:

✅ author:cats ❌ author: cats

PRO TIP: When making a multi-word field search, wrap the query in double or single quotes. For example, title:“kitten gif”. This will ensure that it searches for an exact match of the entire phrase, rather than instances where the words appear separately.

Boolean operators

Another valuable search tool at your disposal is the use of boolean operators. Reddit’s search supports operators such as AND, OR, and NOT. These operators can help you refine your search and find more accurate results.

For instance, if you’re interested in finding discussions about both “technology” and “artificial intelligence,” you can use the AND operator to narrow down your search to threads that mention both terms. On the other hand, if you want to broaden your search and find threads that mention either “technology” or “artificial intelligence,” you can use the OR operator.

With Reddit’s advanced search functionality, you can effectively search the large amount of content available and quickly find the most relevant and accurate information for your market research.

Using Reddit’s API for Automated Market Research

For businesses looking to scale their market research efforts, Reddit’s Application Programming Interface (API) offers a powerful solution. By leveraging the Reddit API , you can automate the data collection, analysis, and reporting, allowing you to gather insights at scale and make data-driven decisions more efficiently.

Best Practices for Reddit Market Research

When conducting market research on Reddit, it’s essential to follow best practices to ensure accurate and insightful results:

Be transparent: When engaging with the community, make it clear that you’re conducting market research. This helps build trust and encourages users to provide honest and valuable feedback.

Respect subreddit rules: Each subreddit has its own set of rules and guidelines. Make sure to familiarize yourself with them and abide by them to avoid any negative consequences.

Engage authentically: When participating in discussions, be authentic and genuinely interested in the topic. Users are more likely to provide valuable insights if they perceive you as a genuine participant.

Mistakes to Avoid When Using Reddit for Market Research

While Reddit is a valuable platform for market research, there are a few common mistakes that you’ll want to avoid in order to get the best results.

Confirmation bias: Be mindful of your own biases when analyzing the data. Avoid cherry-picking information that confirms pre-existing beliefs and instead strive for an objective analysis.

Sample bias: Keep in mind that Reddit users may not represent your entire target audience. Be cautious when extrapolating insights from Reddit data to make broader conclusions about your market.

Data overload: With the abundance of information on Reddit, it’s easy to get overwhelmed. Stay focused on your research objectives and prioritize the most relevant insights to avoid getting lost and looking at irrelevant data points.

Overall, Reddit presents a unique and powerful platform for conducting market research. By finding the right subreddits, utilizing advanced search functionality, and analyzing user behaviors and trends, you can gain valuable insights about your target audience. These insights can be used to inform your marketing strategy and give you a competitive edge that will drive business success.

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The 15 Best Sites for Paid Research Studies

Jenni Sisson, Contributor

• Updated September 11, 2023

Paid research studies are somewhat similar to survey sites , but these studies go a lot more in-depth. The marketing company may ask you to keep a diary of your activities for a week or longer, or they may conduct multiple hour-long phone interviews. They’ll also screen your demographic info much more carefully than if you were conducting simple product tests . 

As such, the payout for research studies is much more than for surveys, with between $50 and $100 per hour being common. Read on to find out more about paid research studies, and which ones are worth your time.

Table of Contents

Key Facts About Paid Research Studies

These studies vary in form and topic and sometimes go by different names, like clinical trials, focus groups, shopalongs, user surveys, paid research opportunities and more. In each case, a company or organization hires a market research firm to answer a question. It could be anything from “Which baby food logo do moms prefer?” to “How many Hispanic citizens in Cincinnati have a favorable view of candidate John Doe?” 

The topic of the research determines what kind of study subjects the project requires, so researchers have to gather respondents of specific demographics. If you sign up for the research company’s database and you fit the profile, they will email or call you to participate in the study. In some cases, you can browse research opportunities and apply to the ones you’re most interested in.

Studies can take various forms: an emailed survey, a phone interview, a video chat, an in-person group panel, keeping a diary of certain activities and more. Your honest responses help companies make marketing and product decisions. 

Here are a few things to keep in mind as you pursue this side hustle:

• You won’t qualify for every study, so plan to apply to a lot of them and with multiple marketing companies.
• Answer honestly. Lie on the surveys and the recruiter will likely ban you from the platform permanently.
• Check your email regularly. Paid research studies are usually time-sensitive, and often the first respondents are rewarded for their punctuality.
• Do your homework. Not every company that claims to do research is legit. Some take your info, “disqualify you” for the study, then sell that info to other companies. Check sites like the Better Business Bureau, Yelp, Reddit and Trustpilot to sift out the time wasters and bad actors.
• Check their payment terms. Companies pay in gift cards, cash, or via apps like PayPal. The timeframe of when you’ll be paid varies widely between companies, so read the fine print.

We’ve compiled a list of some popular companies that conduct paid research studies. Some are generalists, while some cater to a specific clientele or demographic. 

#1. User Interviews

In our experience, User Interviews offers a very high payout compared to the time spent. During our test, we earned a net rate of $55 per hour . Most of the payments are in the form of Amazon gift cards rather than cash, though there are occasionally PayPal options.

#2. Respondent

Respondent focuses their recruitment on IT/tech employees, CEOs and other industry professionals. They offer hefty compensation for participants, which can rise to as much as $750 per hour (according to their website). Respondent pays in PayPal only and only allows you to apply to three studies per day.

While the payouts for Respondent studies are high, it can be difficult to qualify for them. Professionals in IT and other technology business roles tend to have an easier time. You can only apply to the B2B studies if you link your work email to your Respondent profile.

We only earned $31 per hour in our Respondent testing , but that still makes this one of the highest-paying market research opportunities we’ve discovered. 

A Reddit user who goes by the screen name sauciestcoconut claims to have made over $2,000 with DScout , noting that their key to success is that they “literally apply to almost every single mission that I might qualify for. I skip the ones that obviously don’t relate to me (about kids or certain occupations) but I submit several applications a day.”

#4. Universities

These are the original source of paid research studies, so if you live near a university, they can be a great option to make some extra cash. They can be trickier to locate, as each department will have its own recruitment methods.

There is no central repository for these studies that we could find, but here is a list of a few major institutions to get you started:

• Carnegie Mellon (offers online research opportunities)
• University of Nebraska
• University of Texas
• University of Colorado

To sign up to be part of the pool of research study participants at your local university, do an internet search for the university’s name and “paid research studies.” Many (though not all) research studies are conducted in person.

Here’s another route to find these opportunities: if you live near a medical research university, ask your doctor if they know of any clinical trials going on that you may qualify for.

#5. Fieldwork

Fieldwork offers focus groups in 13 locations around the U.S. If you don’t live near one, you can join their online database. They especially need doctors, nurses, and other healthcare professionals for their studies.

After you register with their site, an employee will call or email you when you come up as a match for a study’s requirements. They have a good reputation as a legitimate company, but users say it’s imperative that you answer the phone when they call . Otherwise, they’ll move on to the next qualifying person on their list.

#6. U.S. Government Clinical Trials

The federal government is always looking for people to participate in clinical trials of various medications and treatments, many of which are conducted through the National Institutes of Health.

These studies can be a particularly good option if you suffer from a chronic medical condition, as you may gain access to cutting-edge treatments before they’re widely available. And as a general rule, these trials are safe; although they may not produce the results that the researchers are hoping for, researchers don’t conduct trials that they believe have the potential to cause harm. 

You can find a list of ongoing clinical trials at clinicaltrials.gov . This is just a repository for the information; each trial is conducted by a different company, university or organization, and you’ll have to contact each study you’re applying for by phone or email. No compensation information is available on the site, and pay rates vary widely depending on factors such as the required time commitment. 

#7. FocusGroup.com

FocusGroup.com has 16 facilities nationwide where you can participate in face-to-face focus groups and panels. These typically pay well, since there’s more work involved in attending an in-person interview than a phone or internet survey.

This company is now owned by Schlesinger Group (rebranded as SAGO), and the change has caused some operational hiccups. For example, there have been several complaints to the Better Business Bureau of participants not getting paid and receiving poor or no communication from the company. However, most of these issues have reportedly been resolved. 

#8. Rare Patient Voice

Due to the nature of this company’s clientele, it is extremely difficult for them to match people to research studies, as they focus on rare diseases and conditions. That said, if you do qualify (and they list their ongoing studies directly on their site), you are handsomely compensated.

Rare Patient Voice has a good reputation, earning an A+ rating from the Better Business Bureau . Most of the complaints from participants are related to delayed payment due to an investigation on whether the participant sped through the questions too quickly to give a thorough review. 

#9. FindFocusGroups.com

This site doesn’t host paid research studies directly; it’s more like Craigslist for vetted, high-paying focus groups. (That means you’ll have to apply to each study individually.) Focus groups are sorted by city and state, but there are nationwide online groups as well.

The interface of the site is filled with ads, so make sure that when you click on a sign-up link you’re signing up for an individual study, not clicking over to a random advertiser (some of whom make their ads looks like study invitations).

The reputation of FindFocusGroups.com is hard to speak to as the site is just a board that posts the focus groups of various companies.

#10. SIS International

As you might guess from the name, SIS International is one of the few companies on this list that is open to participants around the world. Their research covers a broad range of industries — everything from burgers to butane.

Participants seem to like participating in SIS International’s research. The company has five stars on Trustpilot and many complimentary reviews from former study participants. 

#11. Probe Market Research

Probe Market Research has three focuses: consumer studies, business-to-business research and healthcare. It’s a legit company, though some participants complain of late payments and the inconvenience of getting paid in virtual Visa cards , which can only be used online and expire in 90 days. However, the company has four stars on Yelp and most reviews are positive.

#12. Focus Insite

Though they pay well, several Reddit users note that it’s pretty hard to qualify for these studies . Though the reviews aren’t all bad; for example, Redditor stormborn29 said , “Focus Insite sent me a really nice vacuum to test, and I was paid $200 — plus I got to keep the vacuum.” 

Focus Insite does, however, have a few unresolved BBB complaints regarding the lack of payment to participants . They have an active Facebook page, but the reviews on that page look unrelated to market research or surveys. In other words, this research company appears to be legit, but we still recommend proceeding with caution. 

#13. WatchLab

If you’re curious about the latest WatchLab studies, check out their Facebook page . WatchLab’s website is geared toward companies that employ them, not participants, so you’ll get more information on Facebook. Many studies are related to social media use.

This firm is notorious for taking a long time to pay , and they’ve been dinged by many users for not paying at all. They only have 2.5 stars on Yelp (based on 32 reviews), and most of the complaints are due to nonpayment. 

GLG presents a different type of opportunity than most of the other companies on this list. They do research on big purchasing decisions, recruit expert witnesses for trials and more. They keep a list of industry experts in management, law, finance and other professional fields to interview or consult on special cases or niche studies.

“Consultants” usually have years of industry experience, and often have leadership roles. A handful of other companies do this too; AlphaSights, Guidepoint, Third Bridge and Coleman are a few others. 

The screening required to become a consultant for GLG and other high-paying research firms is extensive, as they only want respondents that have specific credentials. To get selected, veterans in this consulting side gig world recommend being very detailed in your LinkedIn profile, as recruiters for these studies rely heavily on the platform to identify potential participants.

Many studies are geared toward mid to senior-level professionals, and if you’re matched with a study, you can make up to $500 per hour or more.

#15. Recruit + Field

Recruit + Field covers the U.S., UK, Canada, Australia and New Zealand. They have an impressive list of clients, including Apple, Netflix, Clinique, Spotify and more. This company is somewhere between a GLG (looking for experts) and FieldWork (looking for all walks of life plus healthcare professionals), as they recruit in each of these areas.

Their reputation is fairly good; Recruit + Field has an A- rating on BBB (only 4 complaints, all of which have been answered). 

What About Apex Focus Group?

When we tested Apex Focus Group , we found that the platform offers none of its own paid research studies and uses misleading marketing tactics to get users to sign up for its email list. Once opted in, the company sends affiliate marketing messages to your inbox. Some of those messages contain legit focus group opportunities, but they’re the same focus groups you could find on your own — often by visiting the sites listed above.

Paid Research Study Sites: Summary and Final Thoughts

You won’t qualify for every study, and unfortunately, no amount of hard work will change that. (Plus these companies now have layers of checks and AI algorithms to vet cheating and lying, so don’t try that either). 

Because of this, paid research studies fall squarely in the side-hustle-only camp. For the best return, apply to a number of studies you have a good chance of qualifying for, and quickly respond when you get a call or email from the market research company (as many studies are deadline driven). 

Whether you’re a stay-at-home parent looking to make a few bucks during naptime or a senior project manager looking for a good-paying, low-maintenance side gig , paid research studies can be an easy way to make extra money.

Different companies cater to different demographics, and hence, want different research participants. So do your homework on the research company before you sign up to get a better response rate. 

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Last updated on March 30th, 2020

We Analyzed 60,000+ Reddit Posts From the Top 150 Subreddits (New Research)

Article's Content

Reddit has morphed from an obscure hangout to one of the most influential sites in the world . It’s had its share of controversy, and many marketers are afraid to even think about using Reddit for marketing—some are afraid of being banned, others are afraid of being associated with the site at all.

It also has 330 million monthly active users .

But if you’re afraid of Reddit, you’re missing out on a lucrative marketing opportunity … assuming you know how to leverage the site. My goal with this blog post is to help marketers better understand what people on Reddit want.

Full disclosure: I’m a Redditor. When I’m on the site, I’m a Redditor first and a marketer second. If you come into Reddit and start spamming the community with garbage content, I hope you get banned and learn your lesson quickly.

Here’s a quick run down on some of my thoughts on how Reddit can and should be used:

Why Should Marketers Be Thinking About Reddit?

According to recent reports , Reddit generates more desktop traffic than Facebook, Twitter, and Yelp: In 2018 Reddit was the third most visited website after YouTube and Google. Even though the numbers don’t include mobile visits, the fact that Reddit is generating this type of volume is a huge sign that marketers should be paying attention to the site. Reddit has always been one of my favorite sites personally, and I’ve considered it a marketing goldmine for years. A couple of years back I interviewed some of the best Reddit marketers in the world, experimented with Reddit aggressively and eventually wrote a book on what I learned about Reddit Marketing Today we’re going even deeper.

Today we’re going to look at some of the research I wish I had access to when I first started leveraging Reddit as a marketing channel.

• Today we’re going to dive into:
• The content formats that generate the most comments and upvotes
• The ideal title length when sharing an article or image
• The best ways to drive conversations on Reddit Which topics and themes work best in different subreddits
• And much, much more…

To better understand what works on Reddit, we looked at 150 of the most popular subreddits—from Technology and Finance to SEO and Data Visualization —and 30,000 of their most popular posts. We analyzed these different subreddits to gain insight into which types of content people are likely to engage with and which typically fall flat—and how that differs from subreddit to subreddit.

If you’re looking to leverage Reddit as a part of your marketing mix, this post will help you better understand what type of content you should share, when you should share it and how.

The Top Reddit Posts Are Under 120 Characters (The Best Are Between 60 and 80 Characters)

Before sharing content on Reddit, you can add a title to your post. Across all subreddits, we found that posts with titles of 60–80 characters consistently generated the most upvotes. Posts with titles longer than 120 characters or shorter than 20 characters performed the poorest. You can see these “rules” in action in this list of the top all-time posts from the /r/news subreddit:

But there are anomalies. In the subreddit /r/worldnews, half the top 10 posts have more than 120 characters:

Key Takeaway For Headlines On Reddit:

• When in doubt, strive for a title that is fewer than 140 characters and more than 20 characters. It’s this range that appears to be the sweet spot across most subreddits.
• The best approach to ensure that you’re writing a title that is going to generate upvotes and comments is to review the top 15-20 posts within a subreddit. Once you’ve reviewed the subreddits top posts and their titles; try to identify trends or best practices that you can use when crafting your own Reddit title.

Posts With Questions Drive The Most Comments

On Reddit, there are three forms of reader engagement that marketers can pay attention to—(1) upvotes, (2) clicks and (3) comments. Not surprisingly, different types of content will yield different results.

For example, a title that poses a question is likely to generate nearly two times more comments than a title that’s phrased as a statement.

Posts Without Questions (Statements) Generate More Upvotes

The inverse is true when it comes to generating upvotes for your content across various Subreddits. Posts that are shared on Reddit but do not have a question average more than 1,000 upvotes over posts that do include a question.

Links Are The Most Popular Type Of Content On Reddit

There’s no question what the backbone of Reddit is: External links drive the vast majority of the value. People rely on Reddit to discover new sites, new content and new resources related to their own interests. The community’s upvotes allow Redditors to filter through the noise and browse a curated feed of quality content.

On average, the most popular links on Reddit generated over 16,000 more upvotes than the most popular text posts.

Videos Are The Most Highly Upvoted External Links

While links are the most popular type of content on Reddit, it’s important to note that not all external content is created equal. A Reddit post can link to a website, a photo-sharing site (e.g., Imgur) or a video-sharing site (e.g., YouTube). On average, videos generate the most upvotes, followed by images. In fact, the top image and video posts generated over 10,000 more upvotes than links to websites.

What Post Titles & Content Topics Work Best On Reddit?

One of the key insights that I’ve learned about Reddit over the years is how different each Subreddit really is. The etiquette and style of content that does well in one Subreddit isn’t necessarily the type of content that will work well in another. As such, we’ve decided to break down some of the most insightful and interesting title & topic trends related to some of the most popular and interesting Subreddits. We found insights related to the following:

What Are The Most Popular Topics For The /r/History Subreddit

Key Takeaway:

• Ask Questions: The /r/History community is filled with people who want to be quizzed and given the chance to share their knowledge. (But they’ve had to make it clear to folks that their subreddit is not for finding someone to help write your history paper.)

The Most Popular Topics For /r/DataIsBeautiful Subreddit

One of my personal favorite subreddits is /r/DataIsBeautiful. It’s a subreddit dedicated to data visualization and information that is then turned into beautiful graphics and animations. The following chart shows the types of content that people are most likely to engage with in these subreddits when it comes to phrases found in the original posts.

Key Takeaways:

• Specify Location: People in /r/DataIsBeautiful want content about their location. On Reddit, it’s clear that US-based content generates the most engagement.
• Health Data: People find data about their health (heart rate & weight loss) interesting
• Get Personal: A headline that starts with “I created a…” feels more authentic, and it adds a personal touch to your interaction with the community.

New Research & Information Rules Science Subreddits

Are you looking to get your content in front of an audience that’s forward-thinking and curious about the future? The /r/Futurology subreddit is the place to start.

We looked at the top headlines in /r/Futurology and uncovered that what people in this Subreddit want most is technological & human breakthroughs. The three most popular phrases have a theme: “the first time” and “for the first” showed up 10 times as the most popular phrase followed by “a new study” showing up six times. Each of these phrases demonstrates that posts with a lot of engagement in /r/Futurology are about things that happen for the first time.  

We studied four science-related subreddits, and the top phrases suggest that new research and discoveries are the most popular type of content in these communities:

• Breaking News: People in /r/Futurology want content that breaks news surrounding things that have happened for the very first time.
• Insights Backed By Studies:  People within /r/Futurology are interested in finding content that showcases what the future will look like based on research & studies.

“If You” Statements Work Best When Providing Life Tips

For subreddits that focus on life advice, we found that “If You” statements work best for attracting upvotes:

A few examples of successful “If You” statements include the following:

In the /r/LifeProTips subreddit, you’ll find hundreds of other posts with this format.

Folks in the subreddit /r/LifeHacks are committed to finding shortcuts that make day-to-day life easier. The following chart lists the most popular phrases from headlines in this subreddit and therefore suggests what kind of “life hacks” people are most interested in reading: Key Takeaways:

• How To Solve A Problem: The most frequently used phrase is “if you have…” which is usually used to introduce an existing problem before offering a way to make it better. For example: “If you have a kid with a walker, use pool noodles as bumpers to save your walls and ankles” and “If you have a single toast, place it over a knife over a plate to avoid it getting soggy” are both popular life hacks. So if you want to create engaging content for this subreddit, start with a widespread problem that people are looking for solutions to.
• In every subreddit, there’s likely a TYPE of content that drives upvotes and a FORMAT for titles that generates engagement. Study the most popular posts in your target subreddit to see what works best for this particular audience.

What Phrases Are Commonly Used In The /r/BigSEO Subreddit

Let’s get a little meta here: What about marketing subreddits like /r/BigSEO? What kind of content are the marketers on Reddit looking for?

Here are some of the most popular phrases in /r/BigSEO that generated high engagement in the form of comments and upvotes:

The following are the most common three words to begin a post on /r/BigSEO that generate a significant amount of engagement:

And here’s the most popular phrases from /r/Marketing:

In both /r/BigSEO and /r/Marketing people are looking for information about social media marketing and are asking questions about specific marketing and SEO tasks.

• Questions Drive Engagement: In both /r/Marketing and /r/BigSEO, headlines containing questions produced the most engagement.
• People Want The Best Things: The word “best” appears a lot. People in these subreddits want to know about the best tools, methods, strategies, and resources to improve their marketing game.

Redditors Want Timely Content

When we analyzed the top posts in /r/Marketing, we noticed another trend: numbers—specifically years. The most common numbers in popular posts were 2017 with 18 occurrences and 2018 with 16 occurrences. After discovering this trend, we decided to look at other subreddits and found the same thing—highly upvoted content containing references to years.

In /r/Art there were 130 occurrences of the year 2017 and 64 of the year 2018. The subreddit /r/Games had 27 occurrences of 2018 and 19 of 2017.

How Do You Reach The Front Page Of Reddit?

The more I researched various subreddits, the more I came to understand the importance of crafting content that is tailored to the individual communities.

For me, the core lessons that came from this research are:

• Redditors don’t mind being sent off Reddit if the content is good.
• If you want comments just ask a question.
• Keep your headlines below 120 characters.
• Each subreddit has different topics, trends, and ideas that resonate.

I’d love to hear your thoughts and what you’ve found to work for Reddit marketing.

Did you enjoy this post?

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• Market Research

Successful marketing research: how brands use Reddit

• March 13, 2023

You have all explored Reddit at some point in your entrepreneurial journey because everyone keeps talking about ‘community outreach’. The thing is — Reddit is a great community platform, but only a few make full use of it. Most fail to realize its true potential. In this article, we will share how companies have used Reddit for marketing research and got success. 

Why Reddit for market research? 

In his book Embedded Entrepreneur, Arvid Kahl mentions that as a business, one needs to embed themselves in the community. This helps one understand the voice of the consumer and create a customer-first solution.

Reddit might feel ‘odd’ as a social media platform to you. But interestingly, Reddit is one of the most popular social media platforms in the US. 

Every day millions of users share their opinions about products, ideas, problems, etc. You can get a lot of insight into the voice of customers using Reddit. Here’s why you should think about it: 

• Highly engaged users: Reddit users spend more than 10 minutes on the site per visit and interact with at least eight different posts/pages. 
• Daily active users: Reddit has an active traffic of 50 million daily active users  
• Niche-specific subreddits: More than 2.8 million subreddits are related to every industry, sector, or niche. Interestingly, users love sharing insights and unbiased opinions in subreddits. 
• Active community: Reddit has more than 130,000 active communities where users keep sharing their opinions in real-time. 

Successful Reddit market research campaigns.

For market research, an active community is a boon, which Reddit promises for every industry. Here are a few real-life examples of how brands are using Reddit for research, marketing, and improving their reach: 

Noosa used Reddit for polls & finding popular flavors.

noosa, a popular yogurt brand, used Reddit Polls in the form of a Back to School Campaign. They set up an engagement post on Reddit, asking people to upvote their favorite noosa flavors in the comments section. 

noosa Yoghurt x Reddit | Case Study

As Redditors love polls, they started sharing their favorite flavors, giving the company deep insight into the most popular flavors. Also, the user-generated content (UGC) by Redditors led to an increase in organic brand engagement and recall.  

The company then used the results to create a custom infographic and ran it as a promoted post on Reddit. This led to a multiplier effect in terms of engagement. All this led to the following: 

• 49% increase in brand engagement and recall 
• 30% increase in brand favorability 
• 15x increase in purchase intent 
• Clear insights into the most popular flavors from the brand, leading to focused targeting in the future. 

Nissan x Amazon used Reddit to create hype.

Nissan had a pretty bad relationship with Reddit. Its CEO, Carlos Ghosn, had a disastrous AMA on the platform, but the brand turned the tables by using Reddit to promote one of its products based on what customers wanted to see. 

Here’s the whole story. 

So, Nissan asked its community managers to be as human as possible and ‘get out there’ to turn things around. As the community managers had some Reddit experience, they posted a question on the r/promos subreddit — If you could have one thing from Amazon , what would it be? 

The company managed to get hundreds of comments. It was like a giveaway for the Redditors by the brand. 

The brand ended up buying and shipping a lot of stuff based on random comments — roller stakes, books, masks, shirts, etc. But Nissan cleverly used the opportunity to understand what the audience wants and, in turn, get PR and marketing benefits. There was a large Amazon box delivered in Wisconsin.

Some Redditors caught wind of the ‘box’ and started posting the images on Reddit, which claimed the top spot on the platform soon after. 

The company wanted to promote Versa Note, its new launch and wanted to create hype around it. To remind you, it was back in 2013 when eCommerce was not that big. Naturally, the craze of being delivered a car by eCommerce brought many eyeballs to the brand (and lots of good publicity). 

While not exactly a market research success story, the case study shows how something as simple as a research poll can be used for guerilla marketing and get the spotlight right at you. 

Beardbrand used voice of customer on Reddit for growth.

Beardbrand is an online grooming products company that sells beard care products like oils, trimmers, combs, brushes, mustache wax, etc. They wanted to start marketing their product back in the day and turned to Reddit for rescue. 

A natural fit was the r/beards subreddit. But as Redditors don’t like being sold to , they took a totally different route — an approach that would supercharge their marketing with real problems.  

The subreddit had a lot of questions about beard oils, something the company already had in its product portfolio. 

So, instead of just plugging in the links, they posted a clear, precise, and informative post about Beard Oils (with no backlinks). 

Then they started interacting with valuable comments —  answering user questions about applications, composition, and more. 

Imagine the value of real, community-backed queries and pain points and how much the brand would have leveraged it to optimize its landing pages and improve conversion rates, marketing, and positioning. All they had to do was hear the voice of customers (queries about beard oil), be helpful, and everything else fits into the picture.

That’s what happens when you keep an eye on what potential customers are saying online about your brand, competitors, or industry in general. 

Scraping Bee used Reddit to find their product market fit.

ScrapingBee is a web scraping API that allows you to speed up your web scraping efforts. Interestingly, the idea for ScrapingBee came to the founders after their success with a similar product that got a great response on Reddit. 

The founders, Pierre & Kevin, launched a side project, ShopToList, on the r/frugalmalefashion subreddit. The product was a universal wishlist for multiple eCommerce platforms. It got almost 1000 upvotes and 600 users, giving them a taste of market validation.  

Hey, i’ve made this small website to help you track the product you like and get notified it the price dop. from frugalmalefashion

But they were not keen on taking the product idea ahead, despite the Reddit success, as it would mean a lot of work to even break even. An analysis of their users (and usage patterns) gave them a critical use case, and product development insight — users were using their product to spy on their competitor’s pricing. 

So, they pivoted and launched a price monitoring app for eCommerce platforms. But that was little success either due to conversion optimization problems. Basically, they had validated their idea but didn’t have the fuel to turn it into a cash cow. 

They didn’t feel defeated and combined learnings from their previous ideas to build and launch Scraping Bee — a tool that would help business owners quickly scrape data online without limits or blockades.

Their community-backed research approach and close interaction with redditors helped them decide on features faster, stay lean, and achieve success in a short time. Their product, Scraping Bee, registered a $3000 MRR within just four months.  

Had they not pivoted based on the voice of the customer, they would have been able to perfect their conversion strategy. Sometimes, all you need to do is be patient and listen to what your audience wants. 

Dig deeper into marketing research insights with GapScout.

Businesses worldwide have been trying unique ways to get inside the heads of their customers — from Reddit interactions to full-fledged voice of customer programs. Sometimes, all they need is just a solution that can bring audience insights to their inbox on autopilot, like GapScout. 

GapScout scans all online reviews around the internet and brings real audience insights about your brand, your competitors, or your products in real time. 

You may also like:

• How GapScout Works
• Simplifying Market Research Using Reviews

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