Everyone overcomplicates this shit. Product research is simple. A winning product = a product you can market at good margins.
🔑 What Makes a Winner
- Proof of concept → If someone else is selling it profitably, you can too.
- Margins → Look for 65%+ gross margin minimum.
- 70%+ is safer, especially if you’re starting.
- You can run thinner if you’ve got subs, post-purchase upsells, cross-sells, or if you’re just a fucking demon with creatives.
Margins + proof of concept = product worth running.
🔍 How I Validate
- Ad Library → Look at how many creatives they’re running. Nobody runs a product for a month straight at a loss.
- Shop Hunter → See how long a product’s been running & revenue generated by competitors.
- KaloData → I filter by creatives and creators (not just products). If creators are making money on it → marketers know how to sell it → I can see how they’re doing it → send to supplier → margin check.
- Daily Virals → Code “RUNITUP” inside for free month. Shows me viral videos → what’s converting right now → helps me see target avatars + market angles.
There’s a new software that’s come out, just started using it but insane - Brandsearch. Here’s a demo of it from founder and then use code B20 below to try it out for 20% OFF:
♻️ Repeat Purchase & LTV
I lean toward repeat-purchase products now. Subscriptions, consumables, fashion (multiple styles/versions), supplements.
Because costs are only going up. If you don’t have LTV, you’re praying to hit the cost per purchase next month, and I highly doubt you will.
My favorite app now is Seal Subscriptions, orignally I used Shopify Subscriptions but got fucked badly.
Make sure you frequently export out your subscription list, and ensure your taking care of those.
https://www.sealsubscriptions.com
🎯 Marketing Gut Check
This is big. Some products are winners — but I won’t touch them. Why? Because I don’t feel confident I can market them.
Everything once a product is live = marketing.
- Creatives
- Team convos
- Seeding
- Angles
If I can’t see the angles → if I’m not excited to sell it → waste of time.
If you can’t market it, it doesn’t matter if it’s a “winning” product.
👤 Persona Research
Shoutout to Difaino Harting (first mentor). He drilled this into me: persona is everything.
You don’t just sell to “women 35+.” You sell to Amy — 23, tried Pilates, thinks she’s undisciplined, and blames everything else. Tie your product to her reality, and you print money.
This is the difference between:
- Randomly testing → praying for luck
- Actually building → scaling past $1K/day, $10K/day, $100K/day
If you don’t know habits, desires, emotions, what gets them to buy → you won’t scale.
🚫 Why I Don’t Believe in Mass Testing
Mass testing = guessing.
- Rip ads → launch → pray → maybe get lucky.
- But you build no skills → you won’t know how to scale when something does hit.
Winners come from:
- Deep research on product + avatar.
- Knowing who you’re marketing to.
- Emotional connection.
🏗️ Brand vs. Product
When I do product research, it’s really brand research.
I’m not looking for something that makes me a quick $10K. I’m looking for something I can:
- Scale consistently (10K/day → 100K/day).
- Build with custom packaging.
- Build a community around.
- Tie emotions into.
That’s where the real winners are.
The issue isn’t “bad product.” The issue is usually a skill issue: no persona, no research, no angles.
That’s product research in my eyes. Next → we’ll go deeper into market research, avatar research, psychographics, and prompts I use.