The 12 best market research tools for actionable insights in 2023

Market research tools help you get to grips with your market and audience, faster. Here are 12 of the best market research tools you can use today.

It’s the time of year again when you get to plan a trip. You only have so much to spend on your holiday, and you’ve got other people to keep the whole group happy. 

You scan Google Flights, TripAdvisor, and sneak peek on Instagram to see what people posted at the hotel you were eying. You’re doing your own market research. Because you only get to spend every dollar once, right?

Similarly, when it comes to launching a new product or making important business decisions, market research is your roadmap to success, and the right tools help you get there.

Here we’ll explore some of the top market research tools and techniques that can help you navigate the ever-changing landscape of your industry and arrive at your destination with confidence.

Here’s how you can conduct market research without needing a holiday after.

12 market research tools for informed insights

1. Attest

Price: Your first survey is on us! Our professional pack includes everything you need with 50,000 responses, a designated research expert to make your research dreams come true and our fast, intuitive insights platform. Find out more about Attest pricing.

Attest Market analysis

Standout features:

  • Dedicated research expert on standby: we want you to make the most of your research. That’s why all of our packages include a dedicated research manager who’ll help you create solid surveys, analyze your data and action your findings. There is no limit on platform support and research advice.
  • Always the right audience: you get access to 125 million people in 58 countries. But go ahead and make your survey audience as niche as you need! You can layer different targeting specs to make sure you’re getting super-relevant results.
  • Highest data quality: our sampling approach gives you the reliable answers you need from the people you’re looking to speak to. We use a mixed-methodology approach, meaning every survey is answered by multiple high-quality sample sources. Add to that three layers of quality control, both human and machine-learning-led, and you can confidently use your data for business decisions.

Best uses: you want to launch a survey for solid market research. Whether it be a competitive analysis, concept testing, consumer profiling or anything else—Attest has you covered. If you are looking for full support, we’re here for you. Check out our free market research survey templates and get started in seconds!

Turn insights into action with Attest

Our cutting-edge consumer insights platform is cost-effective, easy to use, and truly global. You’ll also get dedicated support from our Customer Research Team to make sure that you get the most valuable insights from your audience.

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2. Google Trends

Price: Google Trends is a completely free market research tool!

Standout features:

  • Search term analysis over time: imagine being able to track the rise and fall of a trend in real-time, like a stock market chart for search terms. With Google Trends, you can do just that. You can see how frequently a term is being searched and where in the world it’s most popular.
  • Related topics and queries: want to know what your customers are thinking about? Check out the “related topics” and “related queries” features. This will give you an idea of the other search terms that are closely related to your original search term, giving you a glimpse into the minds of your target audience.
  • Comparative keyword research: with the ability to compare multiple search terms, you can see how your brand stacks up against the competition, or even find new opportunities for growth.

Best uses: the main use case for Google Trends is to see market trends evolve over time. You can easily uncover basic data on how interest in a particular product, brand or industry changes over time. It’s a great starting place for market research to see what direction to go in.

Google Trends market research tool

3. Latana

Price: You can book a demo with Latana to find out how much it would cost for your business.

Standout features:

  • Industry benchmarking: Latana helps you understand where your brand ranks in your entire industry. You can easily compare your own KPI data against your competitors in an interactive dashboard. They’ve got data from hundreds of industries and thousands of brands.
  • Mobile-first micro surveys: with Latana you can conduct your own market research using mobile-optimized surveys. They have a reach of over 6 billion smartphone users, which you can access through in-app surveys.
  • MRP algorithm for data quality: Latana uses machine learning to select the right audience for you.

Best uses: Latana is great for quick surveys with short and simple questions. It’s used for brand tracking as well.

Latana market research tool

4. Pollfish

Price: The concept testing feature starts from $1 per completed survey. A basic plan starts at $95 and allows you to collect up to 100 completed surveys with up to 5 questions.

Standout features:

  • AI-powered surveys: tell AI what you want to know, and it will automatically create a survey for you.
  • Mobile-optimized surveys: Pollfish has a mobile-first approach, meaning your survey will land on the smartphone of your users.
  • Easy concept testing: Pollfish has a feature that lets you test whether your logo is giving you the responses you’re looking for from your target audience.

Best uses: Pollfish is great for short and sweet surveys, for instance for concept testing or brand tracking.

For more on this, see how Pollfish and Attest compare with each other.

Pollfish market research tool

5. Mention

Price: the cheapest Solo plan allows you to do social listening and publishing, and you can set up 2 basic alerts for up to 5,000 mentions. That all starts at just $41 per month.

Standout features:

  • Real-time social media monitoring: mention is like having a live news feed for your brand. You can track conversations and mentions of your brand on social media and the web, and find out what people are saying about you, without having to go look for it.
  • Competitive analysis: mention doesn’t just monitor what people are saying about you. You can complete your market research by adding what your target audience is saying about your biggest and smaller competitors, to paint a better picture of where you stand.
  • Industry tracker: mention comes with a retail and finance industry tracker, allowing you to track live online conversations around trending topics.

Best uses: your market research focuses on what your target market thinks about your brand or about competitors. This is perfect for market research revolving around branding, marketing campaigns and customer experiences.

6. Remesh

Price: there’s no mention of pricing on the website, so book a demo to find out more.

Standout features:

  • Scalable focus group: Remesh works like a scalable focus group. You can launch a live conversation with an audience that is relevant to you, with up to 1,000 participants at once.
  • Live AI analysis: ask in-depth questions to a lot of people at once and let AI do the analytics part. The Remesh AI will uncover trends and themes, compare responses and segment your audience, all automatically.
  • Different question types: you can keep the conversation flowing with open-ended questions and polls, and even add visuals to make it more clear what you are asking about.

Best uses: Remesh is ideal for concept testing and innovation processes. It works well if you want to go deep, like in a one-on-one, but need to talk to a lot of people in your target market at once to verify what the best decision is.

Remesh market research tool

7. Heartbeat Ai

Price: Heartbeat Ai doesn’t mention any prices on their website, so book a demo to find out.

Standout features:

  • Qualitative text analysis: Heartbeat Ai is like that friend who just knows how you feel by reading the texts you send. They’ve got a strong sentiment analysis tool that can recognize emotions and themes in your qualitative text data.
  • Sophisticated sentiment analysis: Heartbeat Ai goes beyond identifying positive and negative sentiments. It can categorize text input into 9 primary emotions, 97 secondary emotions and 3 body sensations.
  • Science-based: Heartbeat Ai is a market research tool made with cognitive psychology and affective neuroscience in mind

Best uses: you’re looking to uncover valuable insights on the qualitative side of market research. If you have text data and don’t have the manpower to manually read into the sentiment of it, Heartbeat Ai does the heavy lifting.

Heartbeat AI market research tool

8. Answer the Public

Price: You get one free search per day, and can create a free account to unlock 3 free searches per day. If you need more, start with the individual plan for $9 per month and 100 searches per day.

Standout Features:

  • Search listening: enter one or two words, a region, and watch all the adjacent topics, questions and thoughts people have about your keywords.
  • Content ideas: struggling to come up with content ideas? Give in some keywords and ATP gives you a lot of related topics that will surely inspire your next piece of content.
  • Data visualization: all the flat datasets you get can be turned into data visualizations for you to share with your team.

Best uses: during the ideation phase or to track specific key words and find what else people are wondering or saying about that. Also great for research for your content marketing.

Answer the Public market research tool

9. Stravito

Price: book a demo to find out what pricing plan works best for you.

Standout features:

  • Company content database: gather all your company knowledge in one place. Keep it organized and give people access in just a few clicks. With seamless drag-and-drop upload and a wide variety of integrations to centralize all your company knowledge.
  • Intuitive UX: Stravito has a drag-and-drop upload system, uses multilingual search powered by Natural Language Processing for finding what you’re looking for, and tops it off with AI-powered content recommendations.
  • Dedicated support: Stravito has a clear onboarding plan, promising to get you up and running within 6 to 8 weeks.

Best Uses: for enterprises who have a lot of knowledge, reports and data and want their employees to have easy access to this.

Stravito market research tool

10. Typeform

Price: The cheapest plan starts at $21 per month, but only includes 100 responses.

Standout features:

  • User-friendly surveys: Typeform is another survey creation tool that shows respondents one question at a time, mimicking a human conversation.
  • Question formats: it’s not just what you ask, it’s how as well—that’s the philosophy at Typeform. They offer all kinds of question formats, like multiple-choice, scale ratings, and open-ended questions. Add in conditional logic to structure your survey based on a respondent’s answers.
  • Ease of use: Typeform offers a bunch of pre built survey templates, which helps you to send great-looking surveys in mere minutes. And with all its integrations, you can integrate it in your workflow easily.

Best uses: you want to survey but also be on-brand. It matters to you that each survey elevates the customer experience. Your research can be both qualitative and quantitative, shorter or longer.

Typeform market research tool

11. Qualtrics

Price: It will depend on which market research tools you are looking to use, so reach out to them for a custom demo.

Standout features:

  • Survey tool with audience management: don’t have access to your own list of respondents? You can purchase access to millions of respondents through Qualtrics. If you do have your own lists, the tool will help you create neat panels.
  • Analyze existing data: upload an existing data set and Qualtrics will run statistical tests and apply visualizations on it to help you make sense of the data you have, and to communicate it to stakeholders.
  • A variety of market research tools: Qualtrics comes with tools to measure and analyze purchase behavior, market segmentation, competitor analysis benchmarking—to name a few.

Best uses: Qualtrics has a wide variety of market research possibilities, so if you’re very regularly doing different types of research, this platform might be a good fit for you.

If you’re looking for market research survey software, check out our list of the top 11 Qualtrics alternatives.

Qualtrics market research tool

12. Statista

Price: you can check out some stats for free, but if you want to have full access to their best market research tools, a starter account starts at €39 per month. Access to Market Insights for one month will cost you €1,950.

Standout features:

  • Statistical reports: if you’re wondering about certain statistics, chances are Statista has it. Pick any topic, industry, and country and find detailed reports, numbers and trusted content made by industry experts.
  • Visual data: practically anyone can make sense of the data on Statista, thanks to its visualization and easily interpretable data representation.
  • Consumer insights tools: With Statista Consumer Insights you get access to all kinds of market research tools and all results of the exclusive Statista surveys.

Best uses: it’s a great starting point for any research, but also a great source to support your research with trusted stats, numbers and existing market research data.

Statista market research tool

Choose the best market research tool for you

The best market research tools are the ones that help you reach your goals efficiently. Any tool is just as good as the support you can get, and that’s where Attest sets itself apart from the rest.

If you’re looking to launch market research surveys with ease and expertise combined, reach out to our team. You’ll get a dedicated research expert assigned to you that will help you get all the customer feedback and market data you need.

FAQ

1. What is a market research tool?

Market research tools come in all shapes and sizes. There are reporting tools that help you visualize data, survey tools that get you first-hand data and tools that give you an in depth analysis of what’s being said about you on social media platforms.

2. What tools do you use for market research?

It depends on the needs of your business. Always keep the desired action in mind when choosing a market research tool: what do you want to be able to decide or change after this? Then trace back which information you need to make those decisions to choose the best market research tools for your plans.

3. What is the best marketing research tool?

Depending on your business’s needs, you can choose survey tools, data visualization tools, tools that help you identify trends and many other marketing tools. The best market research tools are the ones that help you reach your goals and enable your business to live up to its full potential!

Choose the #1 market research tool

Attest gives you the best of both worlds in consumer insights: a cutting-edge platform and dedicated research expertise when you need it.

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Alexandra Aquino

Customer Research Principal 

Alexandra joined Attest in 2018, with a strong background in market research. In the Customer Research Team, Alexandra takes a leading role in supporting brands to uncover consumer insights and explore new opportunities for growth.

See all articles by Alexandra