23 Best Market Research Tools & Software to Grow Your Business

Market research tools are software or platforms that help businesses gather, analyze, and interpret information about the target market's demographics and behaviors, existing customer satisfaction levels, competitor strategies, and emerging industry trends. These tools are essential for making informed decisions and developing effective marketing strategies.

With these tools, you can easily make intelligent data-driven decisions by uncovering market opportunities, refining product positioning, and gauging consumer sentiment post-launch.

In this article, we'll talk about the top market research tools based on different use cases, and explore their top features, pros, cons, and pricing structure for conducting market research. Let's get started. 

TL;DR

• We have included the list of best market research tools including Zonka Feedback, SurveyMonkey, Typeform, Qualaroo, Qualtrics, and QuestionPro.

• These market research tools help gather, analyze, and interpret market data to identify market segment challenges, inform business decisions, and formulate marketing strategies.

• Selecting appropriate market research software involves assessing factors such as the information you want to collect, business goals, software features, scalability, reliability, and alignment with specific business needs.

• Zonka Feedback is one of the best market research software that helps you create market research surveys, analyze real-time reports, and take action. You can try it for free or schedule a demo to see how it works for your business.

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Best Market Research Tools at a Glance

Best Tools for Market Research

Let us directly jump into the top market research platforms that can help you conduct and perform market research, of all kinds, transform your approach to data-driven decision-making, and drive your business forward.

1. Zonka Feedback: AI Driven CX Management Market Research Software

Zonka Feedback is one of the most popular tools for market research that helps to get consumer insights. It helps marketing teams optimize customer journeys, analyze web and content feedback, and conduct user and market research, all geared towards enhancing brand awareness and driving impactful results.

Its intuitive interface and customizable survey features ensure that collecting specific data relating to the market is super easy. You can define your ideal customer base (based on demographics, purchase frequency, behaviors, etc.) and focus on specific customer groups by segmenting customers and directing market research to the right audience. 

The AI capabilities of Zonka Feedback allow you to go beyond traditional methods of conducting market research, unlocking deeper customer insights. Features like text analysis and sentiment analysis allow for more nuanced analysis based on sentiments behind the texts, helping you map and optimize customer journeys.

You can even measure feedback across standard CX metrics like NPS, CSAT, and CES and create short as well as long surveys based on customer touchpoints.

Key Features

• 100+ fully customizable white-labeled surveys with templates such as Sean Ellis product market fit survey template, market research survey template, new product survey template, etc.

• Diverse range of questions like survey rating scales, multiple-choice questions, open-ended survey questions, and more

• Create buyer persona and perform market segmentation based on visit analytics, contact details, survey scores, and survey interactions

• AI features like intent analysis and entity recognition to understand customer response intent and extract key information 

• Auto tagging  and intelligent workflows to tag survey responses and trigger automatic actions 

• Skip logic and branching to customize questions based on previous responses for meaningful data collection

• Multi-channel feedback collection through email, SMS, in-app, survey link, QR code, tablet, offline kiosk, and feedback widgets like popup surveys, feedback buttons, and more

• Powerful integrations with CRM and other tools like Salesforce, Zendesk, Slack, Webex, Intercom, Google Analytics, and more

• Data visualization through charts, graphs, and other visual representations to understand and communicate findings effectively

• Advanced analytics and reporting like snapshot reports, response inboxes, and trends reports for analyzing user responses.

2. QuestionPro: User-Friendly Market Survey Software

QuestionPro is one of the most premium online survey tools that excels in creating surveys and distributing them across multiple survey collection channels. Its advanced reporting and analytics capabilities facilitate deep market research, data interpretation, and trend identification, enabling targeted insights for product, service, and marketing optimization. This, in turn, enhances customer satisfaction and drives market success.

Key Features

• Employ skip logic branching to customize survey responses, especially useful for complex surveys

• Seamless Google Sheets integration for swift and efficient analysis

• Connect with respondents in their native languages through multilingual surveys, expanding your reach and gaining global insights

• 24/7 LiveChat support

3. SurveyMonkey: Best among VoC Market Research Platforms

Whether it's measuring satisfaction among customers, gauging trends in the market, or conducting in-depth market studies, SurveyMonkey, popular among voice of customer tools, offers a comprehensive suite of survey templates and customization options. The powerful analytics of this market research software allow users to interpret survey data, identify key trends, and draw actionable conclusions, helping you refine your strategies, improve products and services, and challenge market competitors.

Key Features

• Inbuilt survey templates to get started with creating market research surveys and collecting feedback

• CX metrics like Net Promoter Score (NPS), Customer Satisfaction (CSAT) score, and Customer Effort Score (CES)

• Skip logic, question branching, and answer piping

• Integrations with 120+ systems like Salesforce, Tableau, and Marketo

However, its lower-pricing plans may not offer many functionalities. If you feel SurveyMonkey does not serve your purpose, you can check out SurveyMonkey alternatives.

4. Statista: Statistics Portal Software for Market Research

Statista is a comprehensive market research tool that provides access to a vast and diverse collection of statistical data and research findings. It gives up-to-date data on retail sales to help identify rapidly growing industries. This resource is a valuable asset for creating buyer personas, constructing online surveys, and incorporating in depth data into content marketing strategies.

If you are a market researcher in search of reliable statistics rooted in thorough research, Statista can be an ideal platform for you.

Key Features

• Extensive data repository covering finance, healthcare, technology, consumer goods, and more industries

• In-depth industry reports and market studies on key topics and emerging trends

• Customizable data searches and reputable reports for specific market segments, regions, or different industries

• Visual representation of data in user-friendly formats, such as charts, graphs, infographics, etc

• Market forecasts and projections to anticipate future trends and plan strategies

• Global surveys offer consumer insights for businesses operating in international markets or conducting global market research

5. Typeform: People-friendly Market Research Survey Software

Typeform is a well-known market research tool that adopts a conversational approach by presenting one question at a time in surveys. This conversational flow is highly effective in engaging customers and can even lead to increased survey response and completion rates.

Key Features

• User-friendly interface to run surveys that can be customized through a drag-and-drop process

• Robust analytics and reporting tools that provide real-time consumer insights into survey responses

• Ready-made survey templates with 20+ question types

• Integrations like Slack, Google Analytics, Salesforce, and more

• Multiple distribution marketing channels - email, social media, and website

• Easy-to-share reports, analytics, and results dashboard

6. Qualtrics: Enterprise-Grade Market Research Tool

Qualtrics is an AI-driven market research software that helps global brands to excel in customer experience management. Renowned as one of the premier market research software, Qualtrics expedites high-quality market research initiatives. Employing advanced statistical methodologies, the tool extracts intricate details about your target audience, facilitating efficient and high-quality market research processes.

Key Features

• 50+ expert survey templates and 100+ question types to create customized feedback surveys

• Powerful analytics and reporting to dive deep into feedback from prospects' data collected

• Multiple survey distribution channels: email, chatbot, SMS, contact management, web, social media, QR codes, and offline surveys

• Built-in closed-loop follow-up with automated tickets based on feedback meeting certain conditions

• Conjoint and predictive analysis to enhance customer experience

Some customers perceive this tool as being on the higher end of the price spectrum. Therefore, if you are seeking a more budget-friendly option, you can explore Qualtrics alternatives to discover the most suitable option for your needs.

7. Whatagraph: Marketing Data Platform for Marketers

Whatagraph is a marketing data platform that streamlines data connectivity, organization, visualization, and sharing. It helps marketers unify scattered data, uncover insights, and showcase ROI quickly. The platform offers seamless integrations with popular analytics, SEO, social media, advertising, e-commerce, email marketing, and CRM tools. It also supports custom data source connections via API, Google Sheets, or BigQuery.

Key Features

• Pre-made templates for easy source addition

• Bulk report editing for hundreds of reports

• Branding customization with logo and color palette

• Personalized reports and dashboards

• Custom domain sharing

• Live online dashboard link sharing

• Scheduled data transfers to data warehouse without coding

8. Qualaroo (Now ProProfs): User Research Feedback Tool

Qualaroo is a versatile market research tool designed to help businesses gain valuable insights into their customers and website visitors. Through its user-friendly platform, Qualaroo offers features such as market research questions, survey creation, feedback collection, and data analysis.

Additionally, the tool excels in facilitating the creation of detailed buyer persona, employing advanced targeting techniques that offer deeper insights into user behavior and goals, making it a valuable asset for understanding and tracking customer behavior and preferences.

Key Features

• Create customized surveys using different question types and pre built survey templates

• Perform feedback mining, keyword and emotion identification and semi-automatic feedback closing using the analytics dashboard

• Ability to create free surveys online and asynchronous code for website surveys so they don't slow the website

• In-app surveys using its free customer feedback app

9. Tableau: Business Intelligence & Analytics Tool

Tableau is a business intelligence suite that offers robust intelligence capabilities to enterprises of various sizes. Its primary strength lies in its ability to transform data into visual insights, enabling users to create interactive charts, compelling stories, and informative dashboards that facilitate comprehensive data analysis.

It is a popular choice for larger organizations equipped with embedded business intelligence analytics teams.

Key Features

• Create interactive and insightful data visualizations

• Connect to various data sources for comprehensive analysis

• Build interactive dashboards and data stories

• Combine data from different sources for a unified view

• Perform ad-hoc data analysis and exploration

10. Ubersuggest:  Keyword Research Market Software

Ubersuggest serves as valuable market research software for discovering fresh keyword concepts for effective marketing campaigns. Simply input a domain or keyword, and this tool will present you with SEO keyword insights, monthly search volumes, and additional insights to assist you in your keyword searches and pinpointing the most promising opportunities related to your target keyword.

Key Features

• Generate keyword suggestions, encompassing both long-tail and short-tail options

• Keep tabs on keyword metrics, such as monthly search volume, PPC competition, CPC, SEO competition, fintech SEO and more to understand market share

• Perform comparative keyword research by analyzing top-ranking pages for your target keywords, and assessing estimated traffic, social shares, and domain scores

• Utilize the SEO analyzer to conduct site audits and speed assessments

11. BrandMentions: Media Analysis Market Research Tool

BrandMentions is a versatile market research and social media monitoring platform that offers you a comprehensive toolset for monitoring your brand's online presence and brand reputation. With this market research platform, users can track brand mentions across various online platforms, including social media, news articles, blogs, and forums, providing valuable insights into how their brand is perceived by the digital community.

Key Features

• Track social mentions across various channels like Facebook, Instagram, Twitter, etc

• Respond to brand mentions from the dashboard to build an online community

• Find and connect with influencers to fuel your marketing efforts

• Conduct sentiment analysis of all brand mentions tracking overall sentiment tone

• Perform market analysis for competitors' internet performance

• Track competitors' brand mentions, social shares, and other data to identify popular channels

• Set alerts for trending topics and news to optimize business strategies effectively

12. Upwave: Collaborative Project & Market Research Tool

Upwave Instant Insights stands out as a top-tier analytics and market research software designed to gauge the impact of your brand's advertising endeavors. Utilizing its integrated dashboard, you can meticulously monitor each campaign's performance across diverse channels and fine-tune strategies for enhanced return on investment (ROI).

Key Features

• Access real-time insights on campaign performance, enabling timely optimization

• Receive email notifications with updated reports delivered to your inbox

• Automatically track diverse demographic and behavioral profiles within each campaign

• Assess the precision of each campaign's reach across multiple channels

• Craft custom dashboards to oversee campaign performance

13. Loop11: User Experience Testing and Optimization Platform

Loop11 stands out as an exceptional market research tool and user experience testing platform due to its specialization in usability testing and user research. This platform empowers businesses to gain deep insights into the user experience of their digital products, whether it's a website or an app.

With features like remote testing, heatmaps, task analysis, and feedback surveys, Loop11 provides a comprehensive toolkit for understanding user interactions and preferences.

Key Features

• Conduct usability testing for websites and apps to identify UX issues.

• Reach global participants for diverse feedback.

• Visualize user interactions with heatmaps.

• Evaluate performance with task completion tracking.

• Facilitate teamwork with project sharing features.

• Generate actionable market insights reports.

14. Userlytics: Remote User Testing and Feedback Software

Userlytics stands out as a highly effective market research tool, particularly in the realm of user testing. This platform facilitates remote usability testing, making it effortless to align products with the specific preferences and needs of the target audience. Userlytics sets itself apart in the software industry through its ability to collect data from participants and engage live conversations for in-depth market research, eliminating the need for time-consuming personal interviews.

Key Features

• Select from various testing options like tree testing, card sorting, and prototype testing to tailor research to your goals.

• Use these tests to find the best product-market fit, evaluate product performance, and conduct thorough market research.

• Customize research tasks with multiple question types, branching logic, multi-language support, and task customization.

• Target specific audiences with built-in targeting options.

• Observe participants' task performance with picture-in-picture recording.

• Access comprehensive dashboards with insights such as NPS scores, task completion times, and success/failure rates for informed decision-making.

15. NeilsenIQ: Data-Driven Market Intelligence Platform

Neilsen IQ stands as an exceptional market research tool, offering a comprehensive suite of solutions for businesses to thrive in the evolving consumer landscape. Its strength lies in its ability to provide real-time market intelligence, enabling companies to adapt swiftly and constantly perform competitive analysis to stay competitive.

Key Features

• Access consumer data on purchasing behavior, preferences, and trends to shape strategies

• Use media analytics to measure advertising campaign impact

• Utilize predictive analytics to anticipate market trends and make proactive decisions

• Analyze media performance and online consumer interactions with digital measurement

• Conduct custom research projects tailored to your needs

• Access global market data for a comprehensive view of consumer behavior across regions

16. BuzzSumo: Content Discovery & Social Media Tool

With its comprehensive content analysis capabilities, BuzzSumo helps users identify trends, uncover competitive intelligence, and track the performance of their own and competitors' content across various digital and social media monitoring platforms. It simplifies influencer discovery and outreach, making it easier to engage with key players in your industry.

Key Features

• Perform content research and identify emerging trends in the industry.

• Analyze the content strategies, performance, and critical data points of your competitors.

• Influencer discovery in your niche to collaborate with.

• Real-time alerts about mentions of your brand or relevant keywords.

• Monitor backlinks to improve your SEO and content strategy.

• Track social media engagement for content performance evaluation.

17. Brizo FoodMetrics: Food Industry Data Analytics Tool

Brizo is a marketing intelligence platform that delivers fresh and actionable analytics for food service professionals to empower them with accurate data. The platform is equipped with data from more than 1.5 million food service establishments across Canada and the US, 2.5 billion menu items, and 500+ tech stack details. It provides detailed insights and industry-leading refresh rates and reduces prospecting time.

Key Features

• Provides a real-time dashboard for gaining insights.

• Detailed drop-down for each establishment and mapped views of markets.

• Proprietary scoring system based on online visibility and reviews.

18. Answer the Public: Search Listening & Ideation Tool

Answer The Public is a popular online market research tool that bridges the gap between what the customers are looking for and what content or solutions you can provide through questions and topics. It essentially generates visual data representations of the most common queries people have related to specific keyword searches or topics.

Key Features

• Generates content ideas and topics by visualizing search queries.

• Offers valuable insights into what questions and topics interest your target audience.

• Provides data on search volume and related keywords for each query.

• Allows for keyword export and integration with other

• Helps in content creation and optimization by addressing user queries effectively.

Top Free Market Research Tools

When seeking cost-effective solutions for market research, several free tools can be valuable resources. These tools offer essential features and insights without requiring a financial commitment. Here are some free market research software that can help you in conducting the research.

Zonka Feedback offers a free plan that includes creating customizable multilingual surveys, distributing surveys through various channels, utilizing web widgets for feedback collection, and white-labeling options for a seamless brand experience.

The plan also offers features like response tagging, response inbox and snapshot reporting, static segmentation, and integration with other software tools, all of which are valuable for gaining insights and conducting effective market research. 

19. Social Mention: Social Media Monitoring & Analysis Tool

Social Mention is a valuable market research tool that provides insights into the online sentiment and perception surrounding your brand, products, or topics of interest. This tool allows you to monitor social media platforms and websites to track mentions, comments, and discussions related to your keywords or brand.

Key Features

• Real-time social media monitoring

• Multichannel insights from various platforms like Twitter, Facebook, Instagram, and more.

• Sentiment analysis for brand mentions to understand the overall sentiment (positive, negative, or neutral) of discussions related to the brand or keywords.

• Trending topics and keyword discovery.

• Hashtag performance tracking.

• Exportable data and reports.

20. Google Trends: Search Trend Analysis Tool

Google Trends serves as a dynamic market research tool that uses the power of Google's search data to offer real-time insights into consumer interests and trends. It allows you to gauge the popularity of specific keywords and topics over time, helping to identify emerging market trends and customer preferences.

By providing data on regional outlook interest, related queries, and trending topics, Google Trends aids in market segmentation and targeted marketing efforts.

Key Features

• Analyze search trends globally or focus on specific regions and languages.

• Compare the popularity of multiple keywords or topics.

• Visualize data with interactive graphs and maps.

• Search term frequency to know how often your queried term appears in Google searches relative to the total search volume within a specific timeframe.

• Graphical representation for search trends for enhanced clarity.

21. Think With Google: Consumer Insights Hub

Think with Google offers a wealth of insights and data-driven content that can empower you to gain a deep understanding of consumer behavioral traits, industry trends, and emerging market dynamics. Through a wide array of articles, reports, and case studies, it provides market researcher and businesses with the information needed to make informed decisions, refine their marketing strategy, and stay ahead in the ever-evolving digital landscape.

Key Features

• Conduct a comprehensive site audit for tailored recommendations to enhance site speed, UX, and more.

• Access trend data and actionable consumer insights for specific geographic locations.

• Track emerging technologies to plan future marketing campaigns and product offerings strategically.

• Benchmark your website against industry standards and perform competitive analysis.

• Use Google Trends to explore trending topics and uncover relevant hot subjects for your industry.

22. Census Bureau: U.S. Census Data & Demographic Research Platform

The United States Census Bureau is a vital and comprehensive market research tool that provides an extensive range of demographic and economic data about the U.S. population. This tool helps in understanding global software market size by conducting periodic censuses, surveys, and data collection to gather information on various aspects of society, including population size, age, income, education, housing, and economic activities.

By leveraging the Census Bureau's census data, you can make informed decisions about product development, marketing strategies, market segmentation, and location-based planning.

Key Features

• Access detailed demographic information about the U.S. population

• Explore economic indicators like employment rates, income levels, and business statistics

• Utilize geographic data and mapping tools to analyze market trends at various levels

• Access historical data to track changes in consumer behavior over time

• Create custom reports and visualizations for specific market segments

• Use Census Bureau's data tools and APIs for research and analysis

23. Pew Research Center: Market Research & Public Opinion Analysis

A great free market research tool that can help you understand your target market through a wide range of subjects, from economic trends to positive and negative sentiments and social media behaviors, the Pew Research Center website offers a wealth of free research resources to enhance your understanding of your target audience.

Key Features

• Provides a wide range of free, in-depth research reports and data on various topics.

• Offers valuable insights into social, political, and demographic trends for various forecast period.

• Covers a vast array of subjects, including technology, religion, economics, and more.

• Presents data through interactive articles, charts, and graphs for easy understanding.

Create Surveys with Powerful Market Research Software

The effectiveness of market research software and services lies in their ability to assist you in achieving your objectives efficiently. From identifying market opportunities and testing product concepts to measuring customer satisfaction and tracking brand awareness, market research software play an important role in allowing you to adapt and innovate in a rapidly changing marketplace.

For creating a market research survey, it is important that you leverage an omnichannel survey software that enables you to create impactful surveys, share them across multiple channels with your target customers, gather and analyze valuable feedback using AI powered sentiment analysis and reporting features.

Sign up for free with Zonka Feedback if you're seeking to conduct market research surveys seamlessly and see how it works for your business!