My Market Research Journey: Exploring the Digital Product Marketplace
The digital product market has exploded in recent years, offering creators various ways to share skills, knowledge, and creativity. From planners and templates to online courses and apps, digital products are now a vital part of how people work, learn, and connect.
In my recent research, I set out to better understand this space—examining competitors, identifying audiences, and brainstorming product ideas that merge function and creativity.
Exploring the Digital Product Landscape
What makes digital products unique is their adaptability. They can be practical, creative, niche-specific, or broad, depending on the problem they solve. Platforms like Gumroad, Canva, and Notion Marketplace have proven that there is demand for products that are customizable and accessible.
Across my research, I found the most common digital product categories include:
Ebooks and online courses
Digital templates and worksheets
Mobile apps
Podcasts and audiobooks
Graphics, toolkits, and stock assets
To deepen my knowledge of digital products, I researched different categories that resonated with my interests:
Productivity tools such as planners and dashboards help people stay on top of their tasks.
Journaling products that encourage self-reflection and creativity align with the rise of mental health awareness.
Music-related tools like branding kits or social media templates for independent artists.
Influencer resources, such as customizable pitch decks for brand partnerships.
Competitor Insights
To understand what works and could be improved, I analyzed three existing products:
Visual Vibes – Weekly Planner/Journal: Simple, minimal, and functional, but lacking room for creativity or unique branding.
The97thStudio – Musician Instagram Posts: A customizable bundle for musicians’ social media, practical but visually generic.
ELLTY – Influencer Pitch Deck: Professional and clean, but too focused on aesthetics without space for storytelling.
The recurring theme? These products succeed by being easy to use, but many fail to combine functionality with deeper personality or creative freedom.
Understanding the Audience
Two groups emerged as the strongest fits for digital products like these:
Students & Creative Journalers: People balancing multiple roles who want tools that are both functional and visually inspiring. They value organization but also need outlets for creativity and reflection.
Independent Creators (Musicians & Influencers): Individuals running their own brand and content. They seek affordable, polished tools to stay consistent online without hiring a designer.
My Product Concepts and Feedback
From my research, three product ideas stood out:
Planner/Journal Templates: Blending structure with creative prompts, mood boards, and reflection pages.
Music Branding & Social Media Templates: Affordable design kits to help musicians manage their visual identity.
Influencer Pitch Decks: Customizable slide decks with storytelling features to help smaller influencers secure partnerships.
Early feedback showed strong interest in the planner/journal concept, especially among creative professionals who liked the balance between structure and reflection. Musicians and influencers showed potential, but their specific needs require more validation.
Moving Forward
After research and feedback, I’m leaning towards the Planner/Journal Templates. This idea combines the functionality of productivity tools with the creativity of journaling. By offering guided prompts, reflection spaces, and aesthetic design, these templates can support organization while encouraging self-expression.
My next steps include further research, creating low-fidelity layouts, experimenting with variations, and presenting development for feedback.
Hi, I’m Allison!
I am a graphic and interactive designer, ready to craft strategy-driven and engaging designs for you now!