To do market research for a service business, listen to your ideal clients in the places they already talk, ask them directly what they’re struggling with, and test your offer with a small beta before you build the full thing. You don’t need surveys or a budget. You need real conversations and their exact words. It’s the first step in any marketing strategy for service providers.
1. Ask your audience what they want
The fastest way to learn what your clients want is to ask them directly.
Even if you don’t have a community, or you have a small one, you can still ask questions on your personal social media. You can also talk to potential ideal clients in other communities, like Facebook groups, with an open-ended question. It’s important to talk to and write to your audience. Have conversations.
2. How to research in Facebook groups without getting kicked out
To research in Facebook groups without getting removed, read more than you post, ask generic questions, and never hint at your offers.
One question I often get is how to do market research without getting kicked out of Facebook groups. Facebook groups are a great source for market research, if you’re in the right groups and following the community guidelines.
But Facebook groups aren’t ALWAYS the best place to do your market research. Nor are they the only place, as many people think.
If you have been banned from a Facebook group
The group may have specifically banned market research.
The solution is: be subtle. Your goal isn’t to join the group to steal all of the members. It should be to interact, engage and get to know your ideal client in an organic, genuine way. Stay away from hinting about your offers.
Ask generic questions, such as: What are your favorite resources for X?
Consider not posting anything in Facebook groups at all. There are plenty of other posts you can gather research from just by reading!
Something I do, especially in Facebook groups with a large number of members, is use the group’s search bar to look up topics that are relevant to my audience. This gives me ideas of what people are saying about my niche or topic. Even if I don’t reach out to the writers directly, I’ll take that research and use it to create content in my own group or on my blog.
Another tactic is to participate in an engagement thread. You can post a question about a post on your profile, adding that you’re hoping to receive some feedback. This is acceptable and not spammy at all!
The best research you can do is within your own community
There are no community rules to break, and you’re talking directly to your audience. Focus on creating your own community. This can be Instagram, Instagram stories, a Facebook page, your personal Facebook, YouTube, or X.
Look beyond Facebook
Market research depends on the communities your ideal client is a part of. Communities with a lot of conversation can also be a huge resource, like Reddit, Quora, and X. Having access to a volume of conversations will help your market research be thorough and efficient.
These are all excellent options for market research, without the frustration of getting booted from Facebook groups!
3. Use search to see what people are looking for
Search suggestions show you what real people are typing, so they’re a free window into what your clients want.
Keyword research is another way to do market research. You can use the same keyword method I teach for Pinterest and Google, which uses search suggestions (autocomplete). When you start typing in the search bar, Google will show a drop-down of suggestions that begin with what you’ve typed. Typing a partial search on Pinterest works the same way, and it shows you what’s most popular. This lets you see the demand for ideas you’re working on.
Once you know the questions, use them as keywords. Here’s my beginner’s guide to SEO and AEO.
4. Have market research calls
A market research call is a short, no-pitch conversation with someone who fits your ideal client, where you listen to how they describe their problem.
Ask what they’re struggling with, what they’ve already tried, and what they wish existed. Have your questions ready ahead of time so you get the most insight, and save the selling for later. Here’s the call framework I use in how to get coaching clients.
5. Sell it as a beta first
Selling a beta version before you build the full offer is the most reliable way to find out whether people will actually pay for it.
This is something I tell my clients to do all the time: sell something before you build it. Don’t spend hours or months building something you won’t be able to sell. You can sell it while it’s unfinished or not yet started.
Working with people one-on-one, often at a discounted beta price, can also give you great insight into what your audience is looking for. A few years into my business, I was focused on helping women entrepreneurs and tried out a couple of group programs. But what people always bought from me was one-on-one work. And 8 of my first 10 one-on-one clients were bloggers. That showed me a niche I hadn’t planned, and it’s how my business grew into what it is today.
Use your research to write sales copy in your client’s own words.
6. Do you need a niche before you start?
No. You can find your audience first and let your niche get more specific as you learn.
When I started my first business, I picked a niche for myself. The problem was, it was the wrong niche. It wasn’t right for me, and it didn’t go well. My audience didn’t buy. I spent a lot of money on targeted ads that didn’t convert, and a lot of time on the phone with people who didn’t act. (Here’s why I quit my first coaching business.)
But I learned a ton. I started asking my audience questions, and in getting to know them, I found myself. My niche was revealed over time. Here’s how to let yours show up:
Find your audience before you pick a niche. Instead of choosing your niche, let it uncover itself. Tell your story on social media and in emails, and see who responds and what questions they ask.
Track which posts get comments. Regularly post questions and engagement threads, and notice what gets the most comments and what sits unanswered. Then respond and keep the conversation going.
Ask other people what they think you do. If they don’t know, you need to start showing up more. If they think they know, it will reveal a lot about how you’ve been showing up, including your strengths.
Don’t worry about labeling yourself. I’ve rebranded multiple times since 2010. Be flexible, use a working tagline, and let your niche sharpen as you go.
Want help figuring out what your clients actually want? Book a marketing strategy call.
About the author: Alison Reeves is a holistic business coach with more than 15 years in marketing and nearly a decade coaching entrepreneurs. She’s trained in somatic and trauma-informed coaching and is the author of Embodied Abundance. Work with Alison
Frequently asked questions
How do I do market research for free?
Read the questions your ideal clients ask in Facebook groups, Reddit and comment sections; look at Google and Pinterest search suggestions; and have short conversations with 10 or more people who fit your ideal client. Write down their exact words.
How many people should I talk to for market research?
Aim for at least 10 conversations, and up to about 30 if you can. Patterns usually show up after 8 to 10. You’re listening for the same problem described in similar words.
Do I need a niche before I do market research?
No. Market research is often how you find your niche. Start with the people you most enjoy helping, notice who responds, and let your niche get more specific as you learn.
More marketing help for service providers
- Marketing strategy for service providers
- How to get coaching clients
- Social selling with a small audience
- SEO and AEO for service providers
- 4 tips for great sales copy
Want help with your marketing? Book a marketing strategy call.
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