15 Market Research Tools That Will Help You Uncover Incredible Insights

In a world of accelerating competitors, understanding your goal market is important.

Conducting thorough analysis of previous, present, and potential prospects helps you uncover insights to enhance your product or create more practical advertising messages.

These insights don’t should be hard-won, both. Due to new instruments and information sources, companies now not should depend on conventional strategies like surveys and focus teams.

Able to be taught what your viewers actually needs? These are the 15 greatest market analysis instruments to make use of.

Advantages of Leveraging Advertising Research

There’s a motive the worldwide income of the market analysis trade has greater than doubled since 2008 and is now valued in excess of $76.5 billion. It comes with a heap of advantages. Any enterprise wanting to enhance their product or launch a brand new advertising marketing campaign can be at a big drawback with out it.

Market analysis retains your target audience on the middle of each determination. By understanding their wants and needs, you may tailor all the pieces out of your product to your advertising to your buyer. In doing so, you’ll scale back the variety of dangerous buyer experiences—one or two of that are sufficient to make 66 percent of customers change to a competitor.

Market analysis instruments can even aid you uncover new enterprise alternatives and threats. New markets grow to be apparent when talking to prospects and understanding their conduct. So, too, do opponents and exterior threats that might threaten your corporation when you don’t act.

Finally, utilizing market analysis offers you an enormous aggressive benefit. That’s due to the advantages above and since lower than 40 percent of marketers are utilizing shopper analysis to drive choices.

The way to Use Advertising Research Information in Your Advertising

You can leverage market research data in a number of methods, however utilizing it to tell and optimize your advertising technique, from marketing campaign creation to execution, is without doubt one of the strongest.

As an example, market analysis can guarantee your new product launch goes off and not using a hitch. Virtually half of all product launches are delayed, and 20 percent fail to meet targets. By understanding precisely what prospects need, a profitable product launch merely turns into a case of delivering it.

Market analysis can even aid you focus your advertising efforts on areas the place you’ve gotten a aggressive benefit. By understanding what prospects are actually trying to find, you might establish untapped markets with little or no competitors by way of paid adverts or search engine optimization. Focusing your efforts right here, quite than on saturated verticals, will ship your ROI hovering.

Lastly, you should use market analysis information to optimize your advertising efforts after launch. Analyzing social media and different sorts of person engagement information can spotlight how efficient every message is so you are able to do extra of what works and fewer of what doesn’t.

5 Finest Free Advertising Research Tools

You don’t should spend a dime to get the advantages of promoting analysis. There are many free market analysis instruments on the market. I’ve highlighted 5 of my favorites under.

1. Google Traits

The Best Free Marketing Research Tools - Google Trends

Google Trends reveals you what persons are trying to find on Google. It was launched in 2006 and tracks the recognition of matters over time by location. You can see precisely how common searches are for Taylor Swift within the U.S. this 12 months. Or how searches for Brexit have declined within the U.Ok. since 2019.

On the time of writing, Google processes 102,000 searches each second. That’s 88 billion searches day-after-day, making it the most important and most useful search information supply in existence. Google Trends provides you entry to that information in a categorized and aggregated method.

Enter a pattern and Google will present you the way stylish that time period is with a line graph and offer you a rating out of 100. You can even evaluate totally different phrases.


  • simple to make use of
  • visually interesting
  • large quantity of information


  • doesn’t present the precise search quantity
  • associated matters aren’t at all times related



2. Fb Web page Insights

The Best Free Marketing Research Tools - Facebook Page Insights

Facebook Page Insights is a improbable and free market analysis when you use Fb to market your corporation. If you happen to don’t use Fb for advertising but, you most likely ought to. With 2.9 billion monthly active users, it’s among the finest social media platforms for advertising.

The software gives insights into your viewers, put up efficiency, and the well being of your pages. You can use the software to see who likes your web page and why, which posts get probably the most engagement, and learn to improve the attain of your content material.

If you happen to’re struggling to get began, Fb presents two programs: one on easy methods to generate insights and make data-driven recommendations and one on easy methods to make the most of marketing insights.


  • unparalleled perception into your Fb viewers
  • simple to make use of
  • programs out there


  • restricted to your Fb pages
  • not as complete because it as soon as was



3. Assume With Google

The Best Free Marketing Research Tools - ThinkWithGoogle

Think With Google is without doubt one of the search big’s lesser-known instruments, however that doesn’t make it any much less highly effective. It’s a free-to-use useful resource library of details and figures primarily based on Google’s personal information and different analysis that may supercharge your advertising efforts.

If you need a broad understanding of what’s happening on the earth, Assume With Google is a good start line. Search the platform, and you’ll uncover advertising traits, perceive the newest shopper conduct and discover the insights it is advisable drive your advertising technique.

The location is cut up into 4 areas (Shopper Insights, Advertising Methods, Way forward for Advertising, and Tools) which you should use to seek out the insights you’re searching for.


  • large useful resource of statistics and research
  • simple to make use of
  • nice for advertising analysis


  • restricted to advertising research



4. Residing Details

The Best Free Marketing Research Tools - Living Facts

As a part of the Pew Research Middle, LivingFacts gives a free overview of how People reside at present. It’s bursting with analysis, statistics, infographics, and movies that may aid you perceive the opinions of your U.S. prospects on all the pieces from faith and work to well being and household.

The location will get its information from a number of sources, together with the Pew Research Middle’s American Traits Panel, the U.S. Census Bureau, and different respected organizations. If that wasn’t reassuring sufficient, you must know the Pew Research Middle has over 160 employees members and 11 totally different analysis groups. In different phrases, you may belief the information on LivingFacts.


  • nice for understanding U.S. demographics
  • large quantity of free info
  • perceive your audience throughout a number of matters


  • restricted to the U.S.
  • analysis may be too primary for some



5. U.S. Census Bureau

The Best Free Marketing Research Tools - US Census Bureau

The U.S. Census Bureau web site permits you to search U.S. census information free of charge. The Bureau of the Census conducts over 130 surveys a 12 months (that are used to allocate billions of {dollars} in federal funds), making it an in-depth supply of dependable information.

You can filter by a number of variables, together with age, location, and revenue. It additionally gives visualization of some information units. One attention-grabbing method to make use of this information set is to filter the outcomes utilizing your business’ NAICS code to see the place and with whom your trade is hottest. This can be a nice approach to uncover new goal markets.


  • one of many greatest demographic sources on-line
  • simple to go looking by means of studies


  • restricted to the U.S.
  • older census studies can grow to be outdated rapidly



10 Finest Paid Advertising Research Tools

Free market analysis instruments are a good way to dip your toes into the trade. Nevertheless, there’ll at all times be limitations whenever you don’t pay for the information. If you happen to’re critical about market analysis, you’re going to wish to pay for premium entry. These are the perfect paid market analysis instruments to make use of.

1. SurveyMonkey


Up to now, we’ve solely mentioned secondary information sources. If you wish to acquire your personal market analysis information, polls and surveys are among the finest strategies. SurveyMonkey is without doubt one of the greatest and hottest instruments to make use of, with over 20 million questions answered utilizing the platform every day.

The corporate’s enterprise-grade platform makes it simple to create, ship out, and analyze surveys. Surveys may be despatched by way of a hyperlink, e-mail, social media, or embedded into an online web page. You can flick thru particular person responses or use the software’s customized studies and charts to visualise information.


  • simple to make use of
  • good template choice
  • nice free plan


  • analytics might be improved
  • lack of buyer help


Fundamental plan is free. Commonplace plan prices $99 monthly.

2. Statista

The Best Paid Marketing Research Tools - Statista

Statista is a hub of visible information, market analysis studies, and statistics. It collates information from a number of respected sources, turning most of them into graphs and charts which might be simple to digest. As a result of Statista’s information is frequently up to date, you may hold coming again to the identical chart 12 months after 12 months to see how traits are altering.

The location has information on nearly any subject you may think about, making it a good way to find shopper conduct and market traits, irrespective of your corporation.

Getting began with Statista is as simple as trying to find a selected subject. The location’s search performance is superb and can return tons of of studies and dashboards that you should use to affect or help your advertising efforts.


  • among the finest statistical sources on-line
  • nice UX
  • simple to seek for information


  • free plan is restricted
  • visuals aren’t the perfect


Fundamental account is free. Premium account prices $59 monthly.

3. Typeform

The Best Paid Marketing Research Tools - Typeform

Typeform is one other survey-based market analysis software and an alternative choice to SurveyMonkey. It advantages from a extra user-friendly design with a bunch of pre-made templates, making it simple to create varieties and on-line surveys that you could ship to prospects. Typeform drives greater than 500 million digital interactions yearly and integrates with tons of of different apps.

You can format questions in a number of methods, together with multiple-choice, scale rankings, and open-ended solutions—excellent for accumulating quantitative and qualitative information. You may even use conditional logic to vary the construction of your survey primarily based on a respondent’s solutions.

The respondent expertise can be totally different. Not like different survey instruments, respondents are solely proven a single query at a time. This makes for a extra user-friendly and fewer intimidating expertise that may improve the variety of responses.


  • simple to make use of
  • respondent-friendly
  • sturdy information visualization
  • mobile-optimized


  • lack of buyer help
  • information reporting isn’t superb


Restricted free plan out there. Premium plans begin from $25 monthly billed yearly.

4. ​​Buzzsumo

The Best Paid Marketing Research Tools - Buzzsumo

Consider Buzzsumo because the content material advertising and social media market analysis software. It analyzes over 8 billion articles and 300 trillion social engagements, so you may see which matters or sorts of content material obtain probably the most engagement, what’s getting shared on social media, and discover influencers who may also help improve the attain of your content material.

This makes Buzzsumo an extremely efficient market analysis software for any marketer seeking to put collectively a content material advertising technique. There’s no have to second guess what’s going to rank properly and obtain engagement when you should use Buzzsumo to see what’s getting traction in the meanwhile.

There are a number of methods you should use Buzzsumo. The best method is to make use of the software’s Content material Analyzer to seek for a subject and see which articles have probably the most engagement. You can even arrange alerts to watch mentions of a selected optic or key phrases.


  • correct social share counts
  • nice for competitor analysis


  • doesn’t embody each social media channel
  • filtering might be higher


Free plan out there. Premium plans begin from $99 monthly.

5. Qualtrics

The Best Paid Marketing Research Tools - Qualtrics

Qualtrics is an all-in-one market analysis software. From creating superior surveys to segmenting markets and analyzing information, Qualtrics does all of it. Create your personal survey to assemble information or add an current information set and Qualtrics will run statistical exams and apply visualizations that can assist you collect insights.

There’s no have to spend time discovering respondents in your surveys, both. You can use the platform to discover a consultant pattern of your audience and have them fill in your survey.

There’s even on-demand coaching that can assist you get probably the most from the platform.


  • simple to construct surveys
  • wonderful information reporting


  • software program has a steep studying curve
  • restricted customization of surveys


Plans begin from $1500 each year.

6. Qualaroo

The Best Paid Marketing Research Tools - Qualaroo

Qualaroo is a complicated buyer survey software that helps you ask the best questions on the proper instances. What separates Qualaroo from different survey instruments is that you could embed surveys into your web site, permitting you to catch customers in real-time, with context. That makes their responses considerably extra precious and insightful.

Creating surveys is straightforward because of a variety of templates and customization choices. Analyzing and reporting outcomes can be a breeze because of the platform’s AI-powered analytics software. There are additionally tons of different options like dozens of reply varieties, branching questions, and automated language translation.


  • simple to create and deploy surveys
  • analytics reduces reporting time
  • simple to be taught


  • pre-built templates may be generic
  • dashboards might be improved


Plans begin from $80 monthly.

7. BrandMentions

The Best Paid Marketing Research Tools - BrandMentions

BrandMentions is one other social media monitoring platform just like Buzzsumo however with a larger emphasis on social media. It estimates it presently analyzes billions of social media mentions for over 10,000 firms.

You can use the software to rapidly perceive social media customers’ opinions on virtually any subject. Merely seek for a key phrase, and BrandMentions will show the newest social posts in addition to the context during which it was used. So not solely do you see what persons are saying, you perceive the broader sentiment across the subject.

The software additionally reveals a variety of different metrics, together with how many individuals view the subject every day, how many individuals interact with the subject, and which days the subject traits on.


  • nice for social media analysis
  • can be used for model monitoring
  • intuitive UX


  • may be time-consuming to automate studies
  • solely analyzes social media information


Plans begin from $99 monthly.

8. Gartner

The Best Paid Marketing Research Tools - Gartner

International analysis and advisory agency Gartner is a heavyweight with regards to market analysis. The corporate has three core providers (trusted insights, strategic recommendation, and sensible instruments). We’re solely going to deal with its trusted insights providing right here.

Trusted insights supply an unbelievable quantity of detailed, verified, and peer-driven analysis. It’s a improbable approach to establish traits in your trade, spot gaps available in the market, and uncover different insights to energy your corporation.

These studies are at one other degree in comparison with different analysis groups. Gartner boasts over 2,000 analysis consultants and a number of other proprietary analysis methodologies to ship goal and unmatched insights.


  • unmatched insights
  • unbiased information



Plans begin at $30,000.

9. Tableau

The Best Paid Marketing Research Tools - Tableau

Tableau is a enterprise intelligence suite centered round information visualization. You can hook up with nearly any information supply and Tableau will remodel that information into stunning visible studies that make it simple to investigate and share with stakeholders.

You don’t have to know any code to make use of Tableau, and the software makes it simple to be as broad or granular as you want with information evaluation. Import information from tons of various information sources, like PDFs, spreadsheets, and Google Analytics.

Tableau is a trusted market analysis software for a few of the nation’s greatest firms, together with Verizon, Lenovo, and Charles Schwab.


  • greatest visible information reporting software
  • acts as a central repository for information
  • analyzing information is straightforward


  • may be sluggish to add massive information sources
  • requires you to supply your personal information


Tableau Explorer begins at $42.

10. Ubersuggest

The Best Paid Marketing Research Tools - Ubersuggest

Ubersuggest is without doubt one of the greatest instruments for doing search engine optimization and PPC-focused market analysis. Put a phrase into the search bar and it’ll offer you a listing of different related key phrases persons are trying to find, together with search quantity and an issue rating. You can even enter your personal area or that of a competitor to establish areas for enchancment.

It’s an incredible software for figuring out the dimensions of a possible market, how aggressive that market is and what probability you’ve gotten of rating in it. You can even use it to get the low-down on a competitor and discover out which audiences they’re concentrating on.


  • nice UX
  • among the finest market analysis instruments for digital advertising
  • big selection of inexpensive plans


  • restricted to search engine optimization and PPC information


Plans begin at $29 monthly or $290 for lifetime entry.

Market Research Tools Steadily Requested Questions

What are the first market analysis methods?

There are 5 primary methods for conducting major analysis: surveys, one-on-one interviews, observational research, focus teams, and subject trials.

The most effective perception from market analysis is the invention of a related and actionable perception about your goal market you should use to enhance your providing or affect your advertising efforts.

Are market analysis instruments price the fee?

In case you are on a funds, there are many free market analysis instruments out there. Nevertheless, the perfect market analysis instruments price cash and supply entry to extra information and extra capabilities that may improve the effectiveness of your market analysis.

Why is it essential to do market analysis?

Market analysis uncovers essential details about your corporation and goal market that may spotlight alternatives for your corporation that may in any other case be missed.

Conclusion: Market Research Tools

Market analysis instruments are a useful approach to discover out precisely what your audience is pondering. Whether or not you utilize free market analysis instruments or paid market analysis instruments, you may uncover loads of insights that may have a transformative impact on your corporation.

Cease making uninformed choices and begin taking time to understand your customers and use that info to tell your marketing strategy.

What are your favourite market analysis instruments?

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