Startup Market Research: A Step-by-Step Guide for Founders

Start with a decision, not a survey

Every research project should exist to inform a specific decision: 'Should we build this?', 'Should we target SMBs or mid-market?', 'Should we charge per seat or per usage?' If your research does not tie to a decision, it will sit unread.

Step 1 — Size the pond (top-down and bottom-up)

Top-down: estimate the population who could plausibly buy. Bottom-up: reach × conversion × price. When they disagree, trust the bottom-up.

Step 2 — Read the demand signals

Look at behavior, not opinions.

• Search volume and long-tail question queries
• Communities discussing the problem (Reddit, Slack, Discord)
• Third-party solutions already being sold
• Job posts hiring for roles that adjacent this problem
• Adjacent products expanding into the space

Step 3 — Talk to customers directly

Ten 30-minute conversations beats any survey. Follow the Mom Test: ask about their life, not your idea.

Step 4 — Turn research into a one-page brief

Compress everything into a single page: audience, pain, current solutions, wedge, and the go/pivot/drop call. If it does not fit on a page, you have not made a decision yet.

Forge AI produces this one-page brief automatically for any idea you enter.