Don’t pay for research
Customer surveys lie. Reddit doesn’t. Here’s how to mine it for raw, unfiltered insights that sharpen your marketing.
The weird thing about human nature is that they don’t say what they really think.
"People don't think what they feel, don't say what they think, and don't do what they say" - David Ogilvy.
The people in those street interview videos on social media almost don’t tell the truth. They say what they think the interviewer or audience wants to hear.
That’s why customer survey panels sometimes fail.
Go for the messy stuff
What you want in customer research isn’t polished responses. You want the messy, unfiltered, and highly emotional responses.
Want to know the ONE place we get all of these?
Reddit.
Reddit is a goldmine to get voice-of-customer data.
People rant, complain, ask dumb questions, and share what they really think – not what they tell surveys.
How to use Reddit for customer research
Go on Reddit and search for a topic.
Let’s go for facial skincare. (Make sure safe search is on 😈)
Go into a topic and start researching.
- What are your audience frustrated with?
- What keeps them up at night?
- Spot trending language, scripts, and memes.
- See what competitors are struggling with (users will usually b*tch about brands they hate on Reddit)
See how a user mentions being scared of an extraction facial? What if we promoted a painless extraction process that leaves no redness?
This is way richer than Google keywords or doing a survey.
Before you spend thousands on a research platform, do me a favor.
Spend 30 minutes on Reddit. Take down notes and file them into a shared doc with your team.
The insights will make your copy sharper, offers stronger, and ads sound like they’re written just for your customers.
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