3 Steps to Research Products Before Promoting Them Online

To say the internet is crowded would be an understatement. An entrepreneur in the digital era is not just competing against direct business rivals, but also battling viral cat memes for attention. 

Algorithms are getting moodier by the day. Imagine recommending the wrong product in the midst of this chaos. That would become a sad story for a missed opportunity right away. Your e-commerce store’s or affiliate recommendations’ credibility and customer trust are at stake. 

Consumers are becoming more discerning, which means they are looking for products that resonate with their values. A 2025 Deloitte study revealed that 95% of top executives believe introducing new products or services is a priority for their company. Most importantly, 80% were planning to invest more in innovation. 

This means thorough product research is a major strategic advantage. Do you want to know the key to researching products effectively before promoting them? Keep reading as this article shares three actionable steps. 

Know Your Audience and Their Needs 

Product research begins with understanding your target audience. Without such understanding, you’ll only end up putting up winter coats for sale during summer. In simpler terms, it just won't work. 

Your product may be great, but it still won't be enough to move the needle. All your audience wants to know is whether your product can meet their pain points. The aim is to match solutions with real problems. 

McKinsey & Company found in a recent survey that 71% of respondents (customers) expected personalized experiences. 76% of them were even frustrated if such experiences were missing. In such a case, knowing your audience is not an additional touch. It's the very foundation of your business. 

So, what are the different ways to know and serve your audience’s needs? Listed below are some practical examples: 

• Don't beat around the bush and just be direct. You can create a poll or a survey to ask your audience what's on their mind. It can be simple questions like, “What's the biggest challenge you face while using X type of product?” 

• Look for recurrent patterns or themes. Analyze blog comments, private discussions, and YouTube messages. If multiple people are sharing the same doubts or asking similar questions, it's time to dig deeper into your audience’s needs. 

• The next thing to do is to observe search behavior. Take the example of an online course niche. If the search volume is high for a keyword like ‘best budget-friendly video editing software,’ it will give you the idea that your audience prefers affordable solutions.

Verify Product Credibility 

Once you’ve identified your audience’s needs, the next crucial step is to ensure the products you promote are safe and reliable. This isn’t just about avoiding scams. You need to protect your audience from potential harm. Plus, your reputation is at stake here. 

Credibility applies to products of all industries, but certain ones, like health and wellness, carry major risks. It’s important to dig deeper than surface-level reviews because there may be adverse outcomes or injuries. 

Some products even carry the risk of recalls and legal battles. The Paragard IUD lawsuit serves as an example. One may not promote it like a typical online gadget or subscription tool, but it illustrates the importance of understanding the safety and regulatory context of your recommendations. 

TorHoerman Law shares that Paragard IUD users reported injuries like organ perforation, severe pain, and infections. These called for corrective medical interventions and, in some cases, caused long-term complications. Now, imagine someone promoting or even recommending such a device. The results would not be limited to losing sales. 

It would most certainly cause a loss of trust and reputational damage (the worst of all). If you don’t want to come across as careless or unethical, consider product credibility verification as more than a box to check off. Your audience will know that you contextualize your recommendations and demonstrate responsibility for them. 

So, what are the ways to verify credibility with safety in mind?

• Check for any adverse reports or lawsuits associated with a product. 

• Review clinical studies and certifications, even if they are just fitness supplements. 

• Compare user experiences by reading verified reviews. If multiple users report any side effects, that’s the red flag you should be aware of. 

• Provide a balanced context for any concerns. This means you can mention that this product has overall positive reviews, but some users have reported certain minor complications. 

Compare Alternatives and Gather Insights 

Have you been making the rookie mistake of promoting the first product you come across? Don't fall for the glitz and glamor! Smart entrepreneurs understand that comparison is the key to credibility. 

Weighing your options is what enables you to avoid picking the shiniest object out there. Your choices will be based on a balance of values, quality, and trustworthiness. Also, this is a much more persuasive method because you would have done the homework that your audience has no time for. 

Simply pushing one product without context may come across as biased and self-serving. Taking competitors into consideration frames your choices as trustworthy and informed. So, how can you compare effectively?

The following are some effective ways:

• Create a chart or a table to conduct a feature vs. feature test. An example would be an email marketing tool for which you would need to compare automation depth and integration options. 

• Pay attention to the pricing, but don't just list the cheapest option. You should also explain to users where they're likely to get the best return on their investment. 

• Look for customer feedback across third-party platforms. Focus on a recurring pattern of praise or red flags. 

• Go beyond surface features. Research and investigate whether the product has been a part of any safety issues, recalls, or legal action. 

Let's say you sell products in the e-commerce gear niche. Line up dropshipping platforms based on supplier reliability and shipping times. 

Similarly, for the health and wellness niche, you can review different at-home fitness apps. Weigh the cost against the quality of content and customer engagement. 

So you see, promoting products online is an art. You need to approach it strategically to see desired results. Finally, don't make the mistake that many marketers make: promoting a product solely based on reviews. 

Not all reviews can be trusted. That’s exactly why the Federal Trade Commission (FTC) introduced a new rule prohibiting the purchase of fake online reviews and the suppression of negative ones. Violations may result in fines of up to $51,744. 

Conclusion

Research may provide context, but it's only testing that offers firsthand insights. Document everything, highlight unique benefits, and be transparent. You will not only make data-driven decisions but also build a lasting bond with your customers.