Facebook Instagram Linkedin Youtube
Lakhera Gloval Services Pvt. Ltd. Logo

How to Do Market Research for Launching a New Course

market research

In the fast-evolving education sector, launching a new course is an exciting opportunity—but also a risky one if done without data. Many institutions skip the most important step: market research. Whether you’re an edtech platform or a university expanding your online offerings, in-depth market research helps you create the right course for the right audience.

At Lakhera Global Services Pvt. Ltd., we guide educational institutions—especially in India’s tier-2 and tier-3 cities—to validate, position, and promote their programs effectively. In this blog, we’ll walk you through how to conduct market research that sets your course up for success.

Key Takeaways:

  • Understand why market research is critical before launching a course
  • Learn about primary and secondary research methods
  • Discover tools and platforms to analyze trends and competition
  • Identify your target audience and their learning preferences
  • Get actionable steps to test, refine, and validate your course idea
  • Let’s dive into a step-by-step strategy to do market research that informs, inspires, and delivers results.

Why Market Research is Essential for Course Launches

  • Launching a course without research is like setting sail without a compass. 
  • Avoid wasted resources – Don’t spend months creating a course nobody wants. Validate demand before investing time and resources
  • Discover unmet needs – Find gaps competitors aren’t addressing i.e Understand your ideal learner’s pain points
  • Price strategically – Charge what your audience is willing to pay. Price your course effectively
  • Refine messaging – Speak directly to student pain points.

Step-by-Step Guide to Market Research for Your Course

1. Define the Course Idea and Objective

  • Start with clarity. What is your course about, and what problem does it solve?
  • Write a clear mission: “Help fresh graduates learn practical digital marketing skills in 8 weeks.”
  • “Help fresh graduates learn practical digital marketing skills in 8 weeks".
  • Define learning outcomes:
  • Gain hands-on SEO, Ads, and Analytics experience
  • Get job-ready certification
  • Access to career mentoring

2. Identify Your Target Audience

  • Ask: Who will benefit most from this course?
  • Demographics: Age, location, education level
  • Professional Status: Students, working professionals, career switchers
  • Tools to Use:
  • Google Analytics (existing audience data)
  • Facebook Audience Insights

3. Conduct Competitor Analysis

  • You must know what’s already out there before creating something new.
  • Research:
  • Similar courses on Coursera, Udemy, UpGrad, etc.
  • Local competitors in your city or region
  • Pricing, syllabus, certifications, reviews
  • What to look for:
  • Gaps in content or delivery
  • Unique selling propositions
  • Their student testimonials and success stories
  • Tool Tip: Use SimilarWeb and Ubersuggest to analyze competitor traffic and SEO keywords.

4. Use Keyword & Trend Research

  • What are people searching for?
  • Focus on:
  • Course-related keywords (e.g., “AI course for beginners India”)
  • Long-tail queries (e.g., “best short-term UI/UX course online”)
  • Monthly search volume and  competition
  • Tools to Use:
  • Google Trends
  • Keyword Planner
  • SEMrush or Ahrefs
  • AnswerThePublic
  • This data shows what learners want and how you can position your course accordingly.

5. Conduct Primary Research (Surveys, Interviews, Polls)

  • Engage directly with your target audience to understand their real needs.
  • Ask questions like:
  • What skills are you struggling with?
  • Have you taken online courses before?
  • What makes you drop out of a course?
  • What platform do you prefer for learning?
  • Bonus: Use WhatsApp polls or Instagram story Q&As to collect quick feedback.
  • Tools
  • Typeform (for surveys)
  • LinkedIn outreach (for 1:1 interviews)

6. Analyze Industry Reports & Data

  • Back your course idea with authoritative research.
  • Look for:
  • Government education reports
  • NASSCOM or FICCI EdTech studies
  • LinkedIn Learning’s skills demand report
  • Career trend insights from job portals
  • Pro Tip: Use data to align your curriculum with in-demand job skills.

7. Create a Minimum Viable Curriculum (MVC)

  • Once research is done, build a lite version of your course to test the waters.
  • This could be:
  • A free webinar or workshop
  • A 2-day masterclass
  • A lead magnet eBook + live Q&
  • Use this to test engagement, collect feedback, and improve your full course.
  • Example: A finance institute tested interest in a "Cryptocurrency Trading" course via a free workshop—500+ sign-ups confirmed demand.

8. Test Pricing & Format Preferences

  • Don’t guess—ask your audience what works for them.
  • A/B test:
  • Course pricing tiers
  • Live vs self-paced
  • One-time payment vs EMI
  • Collect responses from surveys, email campaigns, and ads to optimize your launch strategy.

9. Build Waitlists or Pre-Enrollments

  • Market research isn’t just about insights—it’s also about building early demand.
  • Launch a landing page with:
  • Course overview
  • Instructor intro
  • Lead form or waitlist signup
  • Testimonials or social proof (if any)
  • Promote via email, WhatsApp, and social channels to generate interest before the official launch.

Case Study: How Market Research Saved 6 Months of Wasted Effort

  • A business school planned to launch a "Blockchain for Managers" course but first:
  • 1.Surveyed 200 professionals – Found most wanted "Practical Crypto Investments" instead.
  • 2.Analyzed competitors – Discovered existing courses were too technical.

Common Market Research Mistakes to Avoid

  • 1.Assuming demand exists without data.
  • 2.Only checking global trends (local needs may differ).
  • 3.Ignoring competitor weaknesses (your USP opportunity).
  • 4.Skipping price testing (leading to underpricing/overpricing).

Conclusion: Research First, Launch Smarter

In 2025’s competitive education space, launching a course without proper market research is like shooting in the dark. The institutions that win are the ones that listen, learn, and launch with confidence—backed by data.

At Lakhera Global Services Pvt. Ltd., we specialize in helping educational institutions conduct insightful research, analyze competition, and position their new courses for maximum success. Whether you’re launching an online certificate, hybrid program, or skill-based workshop—we’ve got the expertise to guide you.

Let Us Help You Launch Smarter

Talk to our team for a customized course research & go-to-market strategy that works.

FAQs

Q1: What is market research in the context of course creation?

It’s the process of understanding your audience, industry demand, and competition to design a course that meets real needs and has high enrollment potential.

Q2: How long does proper market research take?

Anywhere from 2–4 weeks depending on the course complexity, industry, and size of your target audience.

Q3: Can small colleges or institutes do market research on a budget?

Absolutely! You can start with free tools like Google Forms, Google Trends, and keyword research platforms to gather initial insights.

Q4: How can Lakhera Global Services help with market research?

We offer end-to-end support—from audience surveys, competitor audits, trend analysis to MVP testing and campaign planning—for educational institutions.

Q5: What if we already launched a course but it’s not performing well?

You can still apply market research retrospectively to identify what’s missing and refine your messaging, pricing, or curriculum.