I don’t use product research software like Zonguru, Viral Launch, Jungle Scout, in my product sourcing or launching decisions. Everyday I’m on calls with clients helping them launch their products, learn to do market research, or grow their sales. Everyday I see people who have used product research software and are launching a product or putting a lot of money into a product and: 1. They think the market is bigger than it is 2. They’ve put all their eggs in one basket based on a bad differentiation of the product. But either way, I can usually tell that this product was found using product research software and I’m usually giving them information that makes them upset that they relied on product research software.
So let me explain the 3 reasons I do NOT recommend using product research software in your sourcing decisions. Let me just caveat that its perfectly OK to use product research software to look at a broad view of the data. It’s okay to see a list of products on jungle scout or zonguru and say “oh, that’s what’s currently selling on the market and trending”, but what I don’t want you to do is rely on that information. I want to talk about why I don’t want you to rely on information provided by products such as zonguru, viral launch, unicorn smasher, or jungle scout, among others.
The number three reason is that you have no background data on this information.
The number two reason is because you don’t have any differentiation or validation of the product.
The number one reason is that the data is inaccurate and can’t be trusted.