Case Study: How We Used SegmentOS to Validate SegmentOS (And Got a 90% "Go" Signal)

Every great product starts as an idea. But not every idea becomes a great product.

The critical difference often lies in one five-syllable word: research.

Too many founders, builders, and marketers skip this step. They fall in love with their solution, build in a bubble, and launch to the sound of crickets. They build something they think is brilliant, only to find out their target customer doesn't understand it, doesn't need it, or isn't willing to pay for it.

Market research is the antidote to building the wrong thing. It’s the compass that turns a gut feeling into a data-backed strategy.

Based on our team's experience running hundreds of research projects, we’ve created the definitive guide to market research for people who build.

What is Market Research?

In simple terms, market research is the process of gathering and analyzing information about your target market, customers, and competitors.

It’s not an academic exercise. It’s an essential business tool.

Market research moves your team from "I think..." to "The data shows..." It’s the process of asking the right questions to the right people so you can make smarter decisions about your product, pricing, messaging, and strategy.

Why Market Research is Non-Negotiable for Innovators

For a builder, market research isn't just "nice to have." It's your most powerful tool for de-risking your ideas and accelerating your path to product-market fit.

• It Stops You from Building the Wrong Thing: This is the cardinal sin of any startup. Research validates your core problem and solution before you write thousands of lines of code.

  
  

• It Uncovers Your Real Competitors: You might think your competitor is another SaaS tool, but your customers' real alternative might be a complex spreadsheet or just "doing nothing." Research reveals the true competitive landscape.

  
  

• It Finds Your Perfect Price: Is your product a $10/month utility or a $1,000/year platform? Research helps you understand perceived value and find the pricing sweet spot that maximizes adoption and revenue.

  
  

• It Teaches You How to Talk to Your Customers: Research uncovers the exact words, pain points, and "jobs-to-be-done" of your target audience. This is the raw material for high-converting landing pages, ads, and sales pitches.

  
  

The Two Main Types of Market Research: Primary vs. Secondary

All research falls into two broad categories. You need both.

• Secondary Research: This is research using existing data. Think industry reports, competitor websites, government statistics, and market-sizing data (like from Gartner or Forrester). It’s great for understanding the big picture—the size of your market, key trends, and who the established players are.

  
  

• Primary Research: This is new research you conduct yourself to answer your specific questions. This includes surveys, interviews, and focus groups. Primary research is where you get proprietary insights about your product, your logo, or your new feature idea.

  
  

While secondary research tells you what's happened, primary research helps you decide what to do next.