There are many tactics to use when doing research on your target audience. You can learn a lot through surveys and polls. However, if you want to go deeper with your research, there’s another place to find your customers, find out what they’re interested in, and join in their conversations. Here’s how to use Reddit for eCommerce customer research.

Be a Part of the Community

The best way to learn about your audience is to be part of the group you’re researching. Start by finding subreddits that are focused on the industry you’re in, and the more niche subreddits that fit with the products and services your company offers. Start by reading the FAQs then dig into posts and join the conversation. Immerse yourself in the groups that your customers are active in to get insider information.

That’s exactly what founder Sol Orwell did before starting his company. He used the information he gathered from being a part of a Reddit community to find a gap in the industry and fill it. According to Orwell, 91,000 visitors arrived at his website through Twitter. The audience is there if you put in the work to find it. Once you’ve found it, put in the time to get to know your customers on a deeper level by becoming part of the community. You’ll get a whole new perspective and an up-close look at what your customers want.

Build Your Audience Profile

With over 330 million monthly users, there’s a huge audience on Reddit waiting for you. More importantly, those users are spending more time on Reddit with each visit than they are with social media sites including Twitter and Facebook. Not only will you find your target audience on Reddit, but you’ll also find more information about them because they’re spending more time writing and responding to posts.

We use Reddit to help us paint a more complete picture of our customers” says Rex Mangat, CEO of By reading discussion threads, you can find out who your customers are, what they’re looking for, and how they’re using products and services in their everyday life. Unlike reviews and answers on surveys, Reddit provides a look into your customers’ lives and a more uncensored view of what they’re looking for. Use the information you gather to help put together the profile of your target customer.

Customize Your Content

When you get to know your what your customers are about and what they’re looking for when choosing a product or service, you can better create content that speaks to them. Akiva Leyton of Falcon Marketing says that the company uses Reddit as a way to get to know their customers, then they put that knowledge to use by tailoring their content.

After finding your target audience on Reddit, reading discussions, and asking questions, you’ll have a wealth of information to put to use. Write blog posts that answer the questions that are being asked. Create pillar pages that focus on specific topics that are being discussed. Make social media posts that will engage your audience, based on the interests they express on Reddit.

There may be many ways to conduct research, but not many are free, provide access to a huge audience, and give you the opportunity to have real conversations with your target audience. Create a Reddit profile and start learning what makes your customers tick.