How to Find the Next Big Problem: Problem Research For Products

Before you can sell a product, you have to solve a problem. It’s a simple concept that many businesses miss. They get so caught up in creating the next big thing that they forget to ask a crucial question: what problem are we actually solving?

Finding a gap in the market and creating a product to fill it is the key to capturing early demand and building a loyal customer base. It's how successful brands go from a good idea to a household name. Here's a comprehensive guide to doing just that.

1. Become a Problem Detective

Think of yourself as a detective, but instead of solving a crime, you're looking for an unsolved problem. The most effective way to do this is by listening. Where are people talking about their frustrations, needs, and wants?

• Social Listening on Reddit & TikTok: These platforms are gold mines for raw, unfiltered insights. On Reddit, dive into subreddits related to your industry or niche. Look for posts that begin with phrases like "Does anyone else have this problem?" or "I wish there was a product for..." On TikTok, pay attention to the comments on videos that showcase everyday struggles or life hacks. The most insightful comments are often the ones that express frustration with a current solution or suggest a better way of doing things.
• Deep-Dive into Product Reviews: Look for patterns in one-star and two-star reviews of existing products. These are often the most valuable because they pinpoint where a product is failing. A review that says, "I love this product, but I wish it came in a travel-sized bottle" is essentially a free R&D report telling you exactly what the market is missing. Also, read the five-star reviews to understand the emotional benefit the product provides. For example, a five-star review for a home security camera might not just say "It works," but "It gives me peace of mind when I'm away from home."
• Engage in Forums and Niche Communities: Sites like Quora, specialized forums (e.g., bodybuilding.com forums, travel blogs, parenting forums), and Facebook Groups are filled with direct questions people are asking. A question like "What's the best way to organize my tangled charging cables?" could lead to a million-dollar idea for a new tech accessory. Your goal is to identify recurring pain points that are currently being solved with clumsy, expensive, or inconvenient workarounds.

2. Deconstruct the Competition

Once you've found a potential problem, it's time to analyze how the competition is currently addressing it. This isn't about copying—it's about finding the gaps they've left open.

• Identify the Core Problem: For any existing product, ask yourself: what is the single, most important problem this product solves? For example, the core problem a new mattress brand solves isn't just sleep, but rather, getting a comfortable, supportive night's rest to improve daytime energy and health.
• Determine the Why People Are Buying: Why are people buying a particular product over another? Is it the price? The quality? The brand's reputation? The convenience? Understanding the why behind a purchase helps you see where the market is saturated and where there might be an opening. For instance, if you discover people are buying an expensive product solely for its premium packaging, you know there's a market for a lower-priced alternative that still feels high-end.

3. Build a Differentiated Strategy

Finding a gap isn't enough. You have to build a product that stands out in a crowded market. This is where your marketing strategy begins. Your goal is to differentiate your product in a way that truly resonates with your target audience.

Consider these levers for differentiation:

• Branding & Storytelling: What's the story you're telling? Your brand's voice, aesthetic, and values can attract a specific demographic that feels seen and understood. For example, a skincare brand could differentiate by focusing on clean ingredients and minimalist packaging to appeal to a health-conscious consumer, while another could use vibrant colors and playful branding to target a younger, more expressive audience.
• Product-Level Differentiation: This is about what your product does differently. Maybe you're creating a protein bar with a completely unique flavor profile, or a piece of software that simplifies a complex task with an intuitive user interface. This could also be a new ingredient, material, or technology.
• Packaging & User Experience: Your packaging can solve a problem on its own. Think about a reusable coffee cup that has a leak-proof lid and a clever temperature indicator, or a spice jar that has a built-in grinder. The packaging itself becomes a key selling point.
• Target Demographic: Maybe the competition is focused on Gen X, but you see a huge demand from Gen Z. You could create a product that's similar in function but tailored to a different demographic with a tailored message, price point, or feature set.

4. Tap into Virality Potential

Finally, ask yourself: is this product easy to talk about? Can creators easily make engaging content about it? The most successful products have a built-in "talkability" factor. This doesn't mean you need a crazy gimmick; it means your product's unique selling proposition is clear and visually compelling.

• Visual Storytelling: A clothing brand that uses a new, self-cleaning fabric; a drink that changes color when you add water; a productivity app with a beautiful, satisfying user interface—these are all examples of products that lend themselves to engaging video content and how-to guides.
• Solve a Common, Relatable Problem: If your product solves a problem that many people face, it's inherently viral. People will want to share their aha moment with others. This creates a natural word-of-mouth loop that can be amplified by creators.
• Unboxing & Transformation: Is your product's unboxing experience shareable? Does it transform something ordinary into something extraordinary? Content showing the before-and-after of your product's use can be incredibly powerful.

So, the next time you think about building a new product, don't just ask what you want to sell. Ask what problem you can solve.

Your future customers are already waiting for you to find the answer.

Keep Crushing!
- Sales Guy