20 Tools & Resources for Conducting Market Research

Finding out if a product will be successful beyond the préalable curiosity is just good négoce. With market research, you determine whether the opportunity exists, how to avertissement the product or cadeau, or what consumers’ opinions are after the launch.

market research tools: displayed on top of laptop

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If you’re sentimentale to the high costs of failure and need to gather facts and opinions to predict whether your new product, feature, or conduction will be successful, start by investing in market research using these tools and resources.

Here are 21 of the best tools for conducting market research, including a few recommendations directly from HubSpot market researchers. Let’s dive in.

Featured Resource: Market Research Kit 

Market Research Kit (with 5 templates)

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Market Research Tools

Think With Google Research Tools
Census Directoire
Make My Persona
Claritas MyBestSegment
Upwave Époque Insights
Pew Research Center
Qualtrics Market Research Panels

Helpful Market Research Tools & Resources

1. Glimpse

Market Research tool: Glimpse

For Max Iskiev, Market Research Analyst at HubSpot, one research tool stands out from the rest, and that’s Glimpse.

He told me, « Glimpse is my élue research tool. It’s quick and easy to use, allowing me to esthétique and launch culotte surveys for real-time insights on trending topics. »

As a writer for the HubSpot Mercatique Blog, I’ve also used Glimpse to run culotte, 100-person surveys for éditoriaux (case in conclusion: Are Sales Reps Rushing Back to the Office?).

Not only is Glimpse valuable for doing quick pulse-checks on the latest trends, but it also leverages the power of AI for even deeper insights.

« Glimpse really shines when it comes to open-ended questions, using natural language processing and AI to analyze emotion and fraternité, saving time and offering invaluable insights, » Iskiev shared.

Pricing: $1,000/month (Pro Account)

2. Statista

Statista data visualization platform and market research tool

Statista is a data visualization website that takes data from reputable reports across the web and makes them easy and digérable for researchers, marketers, and product creators just like you.

« Statista is like my market research sidekick, giving me all the data I need without the endless search. No more digging through the haystack, with Statista I can sunlight trends and make informed decisions with ease, » Icee Griffin, Market Researcher at HubSpot, told me.

Are you horaire on launching a new video game and want to know how many hours people spend playing video games? There’s a chart for that.

One neat allure of using Statista is that the same chart is updated as the years pass. Say that you want to allude to the value of the beauty market in your proposal. If your investor accesses that same graph a year from now, it will reflect updated numbers, as Statista always finds the most recent research to update their visualizations. (Observation that Statista doesn’t carry out irrégulier research.)

Pricing: Free; $39/month (billed yearly); $1,950 (one-time 30-day access)

3. Think With Google Research Tools

Think with Google market research tools

Wish you had examen on your product’s likelihood of success? Think With Google’s mercatique research tools offer interesting insights on whether anyone is looking for your product (Google Trends), which markets to launch to (Market Finder), and what retail categories rise as the months and seasons pass (Rising Retail Categories).

If you’d like to market your product through YouTube, the Find My Audience tool allows you to investigate what your potential viewers are interested in and what you should discuss in your brand’s YouTube channel.

Pricing: Free

4. Census Bureau

Census Bureau market research tool

The Census Directoire offers a free resource for searching U.S. census data. You can filter by age, income, year, and conduction. You can also use some of its shortcuts to access visualizations of the data, allowing you to see potential target markets across the folk.

One of the best ways to use this tool is by finding the NAICS légalité for your négoce, then accessing the Tables tool, then clicking Filter on the sidebar and searching for your industry. Easily find out where your target industry is most popular — or where the market has been oversaturated. Another helpful tool is the Census Bureau Business and Economy data, where you can also target premade tables depending on your industry.

Pricing: Free

5. Make My Persona

Make My Persona target buyer creator and market research tool

HubSpot’s Make My Persona tool allows you to create a buyer persona for your potential new product. In this tool, you pick a name for the persona, choose their age, identify their career characteristics, and identify their challenges, allowing you to pinpoint both demographic and psychographic examen.

This tool is most suited for B2B product launches bicause you’ll be prompted to manuscrit your buyer persona’s career objectives and role-specific challenges. As such, your product would ideally solve a problem for them in the workplace or help their company achieve revenue goals.

Pricing: Free

6. Tableau

Tableau analytics platform and market research tool

Placard is a négoce bienveillance consécution of products that allows you to “connect to virtually any data commencement.” But the data isn’t presented in unreadable tables. Rather, Placard helps you visualize this data in a way that helps you glean insights, appeal to external stakeholders, and communicate the feasibility of your product to potential investors.

You can visualize data on anything from corn éclosion in insulaire climate zones to rubrique product sales in North America. With Placard’s tools, you can take as granular or as general a genre you’d like into potential marketplaces and ordonner regions. Placard also integrates well with spreadsheets and databases so that you can export Tableau data to Excel, back up records in Amazon Redshift, and more.

Pricing: $12/user/month (Tableau Viewer); $35/user/month (Tableau Explorer); $70/user/month (Tableau Creator)

7. Paperform

paperform homepage-1

A market research survey is an certaine way to understand your target estime and their needs better by asking them directly. Since this step is integral to understanding your dream customer’s problems, you want to ensure the process is as conversationnelle as tolérable and incites an froide and accurate response.  

With its free-text limite, Paperform is as naturel as writing a word manuscrit. Make your survey rayonnage out by customizing colors, baptistère, layouts and themes, and create your spécifique genre and feel. f you’re unsure where to start, you can use one of their expertly made questionnaires or market research survey templates to get you started. 

With Paperform, you can add conditional logic to spectacle or hide questions or whole sections of béat. Create fully personalized paths for different personas to create more conversationnelle forms that lower drop-off rates and boost customer intervention. Or use any of the 27+ section fields, like the ranking, matrix, or scale fields, to create visually engaging ways to collect examen.

Pricing: Free (14-day motocyclette); Essentials ($20/month); Pro ($40/month); and Agency ($135/month)

8. Claritas MyBestSegment

Claritas MyBestSegment market research tool for finding target audiences

Claritas MyBestSegment provides product researchers with tools to understand an area’s demographic examen and the area’s inhabitants’ lifestyle habits. By finding out what a bout of the masse does — without having to go out and survey them — you can find out which areas would be most receptive to a campaign or launch, which competitors are located nearby, and which lifestyle trends have shifted or are on the rise.

A snapshot of an estime bout gives you basic examen on their household income, lifestyle visage, employment levels, and education levels. If you want more specific data relating to these topics, you’ll have to contact Claritas’ sales team to become a customer.

Pricing: Free; Pricing available on request

9. SurveyMonkey

SurveyMonkey market research tool for surveying panelists

SurveyMonkey is a powerful tool for creating in-depth market research surveys that will help you understand your market and dévorer preferences.

With this tool, you can create targeted, uber-specific surveys that help you collect answers that pertain specifically to your product. While using a data commencement can give you a general overview of your target estime and market, SurveyMonkey can help you get more granular insights from real consumers.

SurveyMonkey offers dedicated market research solutions and services, including a entier survey sondage, a survey critique cadeau for cosmopolite research, and a reporting dashboard possibilité that allows you to easily parse through the results.

Pricing: Free, $32/month (Advantage Annual), $99/month (Premier Annual), $99/month (Standard Monthly); $25/user/month (Team Advantage, minimum 3 users), $75/user/month (Team Premier, minimum 3 users), Enterprise (Contact for pricing)

10. Typeform

Typeform surveying platform and market research tool

Like SurveyMonkey, Typeform allows you to run research surveys to get déclaré answers from your target consumers. It’s an easy-to-use, mobile-optimized form-builder that’s great for market research.

Typeform’s distinguishing factor is that it shows viewers one form field at a time. In its templates, it encourages a more conversational, casual approach (like in its market research survey template). This makes it a better fit for product launches that target a younger demographic. If you’re targeting C-suite executives at established firms, consider a more formal possibilité such as SurveyMonkey or keeping your tone more formal in your questions.

You can create a wide range of section hommes, including plurielle choice questions, short-form questions, and rating scale questions. Other features include the ability to recall answers from previous questions and create logic jumps.

In a survey, you’d want to collect both demographic and psychographic information on your customer, seeking to understand their purchasing behaviors and the problems they encounter. The gardien de but is to find out if your product is the châtié to one of those problems — and whether, before launching, you should add more features or rethink your product positioning strategy.

Pricing: Free; $35/month (Essentials); $50/month (Professional); $70/month (Premium)

11. Upwave Instant Insights

Upwave Instant Insights tool for market and consumer research

Upwave Époque Insights is a dévorer research tool that’s portion of the Upwave brand mercatique platform. While it isn’t advertised as a survey creation tool, it allows you to launch market research surveys specifically to get dévorer insights.

Époque Insights allows you to target audiences on Upwave’s partner ecosystem and visualize the data for easy scanning by key stakeholders and investors. One pro of using this platform is that Upwave distributes your survey to real people — not just people taking surveys for the money, which could skew the results.

To create a survey, you sign up on the Upwave platform, click your name in the upper right-hand tinter, and click “My Surveys,” where you can create as many surveys as you want. For the Basic possibilité, you have a 6-question limit, while the Advanced possibilité allows you to include unlimited questions.

Pricing: $2/study participant (Basic); $3/study participant (Extended); $4/study participant (Advanced)

12. Loop11

Loop11 usability testing platform for market research

Loop11 is a ruiner experience testing platform that allows you to habitude the usability of your website, study ruiner intent, habitude the examen assemblage of your emplacement, and examine how the ruiner experience changes based on the device they’re using.

This tool is useful for market research bicause you can find out whether your target consumers find your emplacement easy to navigate. You can also identify snags that prevent conversions.

Loop11 tests your emplacement by making users perform tasks. They then complete a culotte section embout how easy or difficult the task was to complete. Your product may be phenomenal, but unless consumers can buy it through your emplacement, you won’t launch it successfully.

You can use Loop11’s participants or bring in your own.

Pricing: $63/month (Rapid Insights), $239/month (Pro), $399/month (Enterprise)

13. Userlytics

Userlytics usability testing platform for market research

Like Loop11, Userlytics allows you to habitude the usability of your website, changeant app, and emplacement édifiant. You can target different devices, define a buyer persona, and disqualify participants based on screening questions.

Testing is based on tasks that your test-takers carry out. They then answer a naturel section embout the difficulty of the task. You can ordonné the section in various ways; you can leave it open-ended, provide plurielle choices, or ask for a rating. Other formats you can use include System Usability Scale (SUS) questions, Net Promoter Classement (NPS) questions, and Single Ease Questions (SEQ).

Userlytics performs both a webcam and a screen recording. You can compare the ruiner’s answers with their reactions on video to understand how they feel when they’re interacting with your assets.

Pricing: $49/participant (Quick & Easy); $69/participant (Annual Enterprise); Custom pricing available on request

14. Temper

Temper quick survey tool for market research

Sometimes you need a no-frills habitude to take the pulse of consumers. Temper allows you to create a section, grab a snippet of légalité, and pop it onto your website. The smiley figure, « meh » figure, and frown figure make it easy for viewers to make a snap judgment.

One great way to use this tool is by adding the widget on a blog post announcing the launch of your new product. That way, you can find out general fraternité on the product before launching it. You can also add it to a product feuillet, an email, or a landing feuillet.

When you include the widget, you can banque the section to something that’s tailored to your offerings.

Pricing: $12/month (Hobby), $49/month (Pro), $89/month (Business), $199/month (White Label)

15. NielsenIQ

NielsenIQ market research consultant for enterprise firms

NielsenIQ is a retail and dévorer bienveillance conseil that works with you to collect dévorer insights, identify the best distribue channels for your product, and create a range of products that addresses the needs of your target buyers.

This cadeau helps you genre at your product launch from all angles and delivers forecasting data that predicts how your sales will perform upon launch. NielsenIQ can also run consumer insights surveys on their list of panelists and partners.

Bicause it operates like a conseil and not as a supermarché développement, NielsenIQ is a better possibilité for established firms with a bigger product launch prévision.

Pricing: Pricing available on request

16. Ubersuggest

Ubersuggest keyword research tool for market research

Ubersuggest is a naturel tool for doing keyword and béat research. You can input a tirade, and it’ll create a list of keyword suggestions. You can also see top performing éditoriaux and pages so that you get an préalable understanding of the essence of béat that ranks for the keywords.

This tool is useful for market research bicause you can see who your top competitors are, how often your product is searched for, and whether there’s enough space in the market for the essence of product you’re launching. You can also find out the questions your target estime asks in attache to the product. Each of these questions can be turned into a blog post that can inform your estime, increasing your brand authority and driving conversions.

Alternatives to Ubersuggest include Moz, Ahrefs, and SEMRush.

Pricing: Free; $29/month (Individual); $49/month (Business); $99/month (Enterprise / Agency)

17. Pew Research Center

Pew Research Center data sets for market research

From economic opportunité, to political attitudes, to affable media décati, the Pew Research Center website has a ton of free research that you can use to better understand your target market. Best of all, the emplacement has interactive articles that allow you to filter and sift through the data for more granular, targeted insights.

Topics include U.S. politics, quantitatif media, affable trends, piété, organisation, and technology.

Pricing: Free

18. BrandMentions

BrandMentions social monitoring platform for market research

BrandMentions is a affable media monitorage platform that can help you understand what your futurologie customers are buzzing embout online. Search for a keyword, and BrandMentions will spectacle you recent affable posts that contain that keyword, along with the context of its décati. After subscribing to the platform, you can also get fraternité analysis on the keyword.

You’ll also get other metrics such as Reach (how many people view the keyword per day), Réussite (how many people engage with the keyword per day), and Mentions by Weekday (when people are mentioning the keyword).

You can use this tool for market research by finding out when people are looking for your product on affable media sites. When you start announcing the new product, you can use insights from this tool to post embout the launch at exactly the right time. It also allows you to find out how people are generally flair embout the essence of product you’re launching. That way, you can better refine the tone of your campaigns.

Pricing: $99/month (Growing Business); $ 299/month (Company); $ 499/month (Enterprise/Agency)

19. Qualtrics Market Research Panels

Qualtrics market research panels for consumer insights

Qualtrics takes the aliment of finding respondents for your market research surveys through an online sample cadeau. After identifying your target estime, you can go to Qualtrics for access to a representative sample. You can either use your chosen survey software or use Qualtrics’ built-in platform for insights and feedback.

Pricing: Pricing available on request

20. Qualaroo


Qualaroo is an advanced ruiner and market research tool that helps you understand your target market with targeted surveys. You can run surveys on over six channels at jaguar (such as website, app, product, affable media, and correspondance,) to get a 360-degree view of your existing and potential customers.

It comes packed with features like section branching, 12+ answer hommes, automatic survey language critique, in-depth estime targeting, pre-built survey templates, and an dilatante repository of professionally designed questions.

You can create various market research surveys in minutes to collect data on the demographic, psychographic, and behavioral visage of your target estime. It can help you map customers’ expectations and preferences, create customer personas, and perform estime fragmentation.

Qualaroo also promotes quick feedback analysis. Its in-built AI-based fraternité analysis and text analytics engine automatically categorizes the responses based on ruiner moods. It also highlights the key phrases and words in real-time, saving hours of manual work.

Pricing: $80/month billed annually (Essentials); $160/month billed annually (Premium)

Conduct Market Research for a Successful Product Launch

Conducting market research is essential to successfully launch a product to market. With the tools we’ve shared, you can find out who’s looking for your product, why they need it, and how you can better market it upon launch, ensuring that it’s a success.

Editor’s apostille: This post was originally published in April 2016 and has been updated for comprehensiveness.

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