12 Market Research Tools For Every Researchers (Free & Paid)

As a leading market research company, we have helped 100+ enterprise organizations perform custom market research for different industries.

So, our team created this list of useful market research tools after using effectively.

Let’s get started.

Top AI tools for market research at a glance

How we selected these tools

To curate this list, we consulted our team members to gather insights on their favorite market research tools. 

Each tool mentioned has been tested by our team to ensure it effectively delivers valuable market insights and supports our clients' needs.

1. SurveyMonkey

SurveyMonkey is a widely recognized tool that enables users to create custom surveys easily. It integrates AI to analyze responses and generate actionable insights. 

Users can design surveys tailored to their specific needs, making it an excellent choice for gathering feedback from customers or conducting market research.

How SurveyMonkey Helps in Market Research

SurveyMonkey simplifies the survey creation process while providing robust analytics that help businesses understand their audience better.

Standout Feature ⭐

The predictive analytics feature uses machine learning algorithms to forecast trends based on collected data.

Why We ❤️ It:

Qualtrics is known for its robust capabilities and flexibility in handling various types of research projects.

Pricing:

Qualtrics offers custom pricing based on the specific needs of the business.

3. Google Trends

Google Trends is a free tool that provides insights into search trends over time. It helps businesses identify what topics are currently popular among consumers.

How Google Trends Helps in Market Research

By analyzing search queries, businesses can gauge consumer interest in specific products or services, allowing them to adjust their marketing strategies accordingly.

Standout Feature ⭐

The ability to compare multiple search terms side by side provides valuable insights into relative popularity.

Why We ❤️ It:

Its accessibility and real-time data make it an invaluable resource for quick trend analysis.

Pricing:

Completely free to use.

4. Typeform

Typeform is an interactive form builder that enhances user engagement through its visually appealing designs. It incorporates AI to analyze responses effectively.

How Typeform Helps in Market Research

Typeform allows businesses to create engaging surveys that capture more detailed responses from participants, improving data quality.

Standout Feature ⭐

The conversational form layout encourages higher response rates compared to traditional surveys.

Why We ❤️ It:

Typeform’s aesthetic appeal and user-friendly interface set it apart from other survey tools.

Pricing:

Offers a free plan with limited features; paid plans start at $35 per month.

5. HubSpot

HubSpot is a comprehensive marketing platform that includes powerful market research tools. Its AI capabilities help analyze customer interactions and preferences effectively.

How HubSpot Helps in Market Research

HubSpot enables businesses to gather customer feedback through various channels, providing a holistic view of customer sentiment and behavior.

Standout Feature

The integrated CRM allows for seamless tracking of customer interactions alongside market research efforts.

Why We ❤️ It:

HubSpot’s all-in-one approach simplifies marketing efforts while providing valuable insights into customer behavior.

Pricing:

Free basic features are available, with advanced tools offered through paid plans starting at $50 per month.

6. Hotjar

Hotjar is a powerful tool that helps businesses understand user behavior through heatmaps, session recordings, and surveys. By integrating AI, Hotjar analyzes user interactions on websites to provide actionable insights.

How Hotjar Helps in Market Research

Hotjar allows businesses to visualize how users interact with their website, identifying areas for improvement and optimizing user experience.

Standout Feature ⭐

The heatmap feature shows where users click, scroll, and move on a webpage, helping businesses optimize their layouts.

Why We ❤️ It:

Hotjar’s intuitive interface and comprehensive user behavior analytics make it easy for teams to derive insights quickly.

Pricing:

Offers a free plan with limited features; paid plans start at $39 per month.

7. SEMrush

SEMrush is primarily known as an SEO tool but also offers robust market research capabilities. It provides insights into competitors' strategies, keyword analysis, and market trends.

How SEMrush Helps in Market Research

Businesses can analyze competitors' online presence and performance, allowing them to adjust their strategies accordingly.

Standout Feature

The competitive analysis tool enables users to see what keywords competitors rank for and how they perform in search engines.

Why We ❤️ It:

SEMrush’s comprehensive suite of tools makes it a one-stop solution for digital marketing and market research needs.

Pricing:

Plans start at $119.95 per month after a free trial period.

8. BuzzSumo

BuzzSumo specializes in content research and social media analytics. It uses AI to analyze what content performs best across various platforms, helping businesses identify trends and influencers in their industry.

How BuzzSumo Helps in Market Research

By tracking content performance, businesses can understand what resonates with their audience and tailor their marketing strategies accordingly.

Standout Feature ⭐

The influencer identification tool helps businesses connect with key figures in their industry for collaborations or promotions.

Why We ❤️ It:

BuzzSumo’s focus on content performance provides valuable insights into audience interests and engagement.

Pricing:

Offers a free trial; paid plans start at $99 per month.

9. UserTesting

UserTesting is a platform that allows businesses to gather user feedback through recorded sessions and surveys. The AI component helps analyze user responses to improve product design and user experience.

How UserTesting Helps in Market Research

Businesses can observe real users interacting with their products or services, gaining insights into usability issues and preferences.

Standout Feature ⭐

The ability to create targeted tests for specific user demographics ensures relevant feedback is gathered.

Why We ❤️ It:

UserTesting’s focus on real-time feedback makes it invaluable for iterative product development.

Pricing:

Custom pricing based on business needs; typically starts around $49 per test.

10. Zappi

Zappi is an automated market research platform that leverages AI to provide fast insights from consumer data. It offers solutions for concept testing, ad testing, and brand tracking.

How Zappi Helps in Market Research

Zappi enables businesses to gather consumer feedback quickly through automated surveys and analysis, reducing the time needed for traditional research methods.

Standout Feature ⭐

The rapid testing feature allows businesses to validate ideas before launching them in the market.

Why We ❤️ It:

Zappi's speed and efficiency make it an excellent choice for businesses needing quick insights without sacrificing quality.

Pricing:

Custom pricing based on usage; typically requires consultation for specific needs.

11. Scios

Scios is an AI-driven market research tool that specializes in predictive analysis and consumer behavior insights. It helps businesses understand market dynamics by analyzing various data points to forecast future trends and consumer preferences.

How Scios Helps in Market Research

Scios enables companies to analyze show attributes and content quality, predicting which concepts will resonate with audiences, thereby informing content creation and marketing strategies.

Standout Feature

The predictive analysis capability allows users to conduct "what-if" forecasting, helping businesses identify potential outcomes based on different scenarios.

Why We ❤️ It:

Scios stands out for its ability to provide actionable insights that can lead to significant improvements in viewership and ad revenue through data-driven decision-making.

Pricing:

Scios offers custom pricing based on the specific needs of the business, making it adaptable for various organizations.

12. Dynamic Yield

Dynamic Yield is an AI-powered personalization platform that enhances customer engagement through tailored marketing strategies. It uses machine learning algorithms to segment audiences and deliver personalized experiences based on detailed consumer data.

How Dynamic Yield Helps in Market Research

This tool allows businesses to create personalized marketing campaigns that resonate with specific audience segments, leading to improved customer engagement and higher return on investment (ROI).

Standout Feature ⭐

The personalization engine can generate targeted offers based on user behavior, significantly boosting customer spending and engagement rates.

Why We ❤️ It:

Dynamic Yield's focus on personalization has proven effective, as evidenced by case studies showing substantial increases in cardholder spending and premium sign-ups.

Pricing:

Dynamic Yield provides custom pricing options tailored to individual business requirements, ensuring flexibility for various scales of operation.

These tools exemplify how AI can transform market research by providing deeper insights into consumer behavior and enabling businesses to make informed decisions that drive growth.

Can AI Do Market Research?

AI tools have revolutionized market research by streamlining data collection and analysis processes. They enable businesses to gather large volumes of data quickly and derive actionable insights. 

However, there are limitations; AI lacks the nuanced understanding of human emotions and cultural contexts that professional researchers possess. 

While AI can enhance efficiency, hiring experienced market researchers remains essential for interpreting complex data accurately and developing effective strategies.

The question often arises: Can UX be replaced by AI? 

While AI can assist in many aspects of UX research, the creative and empathetic elements of human designers are irreplaceable.

What are effective market research methods?

Here are some effective methods for conducting market research:

1. Surveys and Questionnaires

Surveys and questionnaires are widely used methods for gathering quantitative data from a large audience. They can be distributed online, via email, or in person.

How It Works:

• Create structured questions (multiple choice, Likert scale, etc.) to gather specific information.

• Distribute the survey to your target audience.

• Analyze the responses to identify trends and insights.

Benefits:

• Cost-effective and can reach a broad audience.

• Provides quantifiable data that can be statistically analyzed.

2. Focus Groups

Focus groups involve guided discussions with a small group of participants from your target market. This qualitative method allows for in-depth exploration of consumer attitudes and perceptions.

How It Works:

• Recruit participants that represent your target demographic.

• Facilitate a discussion around specific topics or products.

• Record and analyze the conversation to extract insights.

Benefits:

• Provides rich qualitative data and deeper insights into consumer motivations.

• Allows for immediate follow-up questions to clarify responses.

3. Observational Research

Observational research involves watching consumers in their natural environment to understand their behaviors and interactions with products or services.

How It Works:

• Conduct observations in retail settings, online environments, or during product usage.

• Take notes on consumer behavior, preferences, and pain points.

Benefits:

• Captures real-time behavior that may not be reported in surveys or interviews.

• Helps identify usability issues and areas for improvement in products or services.

4. Secondary Research

Secondary research involves analyzing existing data collected by other sources, such as industry reports, academic papers, and government publications.

How It Works:

• Identify relevant secondary sources that provide insights into your market.

• Analyze the data to draw conclusions about market trends and consumer behavior.

Benefits:

• Cost-effective as it utilizes already available data.

• Provides a broader context for understanding market dynamics.

5. Social Media Listening

Social media listening involves monitoring social media platforms for mentions of your brand, competitors, or industry trends. This method leverages AI tools to analyze sentiment and engagement levels.

How It Works:

• Use social media analytics tools to track brand mentions and customer sentiments.

• Analyze the data to identify trends, customer feedback, and areas for improvement.

Benefits:

• Real-time insights into consumer opinions and brand perception.

• Helps identify emerging trends and potential crises before they escalate.

Why Choose Consainsights for custom market research

1. Seasoned Industry Experts: Analysts possess deep domain expertise backed by rigorous training in relevant industries.

2. Proprietary Research Methodologies: Consainsights employs advanced techniques to uncover unique insights not available elsewhere.

3. Flexible Approach: The research process is customized end-to-end to address specific objectives through optimal data sources and analytical models.

4. Actionable Intelligence: Deliverables are distilled into concrete recommendations aligned with critical business decisions.

5. Reliable Industry Leadership: With decades of experience as a trusted market intelligence partner, Consainsights ensures quality through robust processes and senior-level oversight.

Final Words

In conclusion, utilizing effective market research tools can significantly enhance your understanding of consumer behavior and industry trends. 

By integrating these tools into your strategy, you can make informed decisions that drive growth and success for your business.