The market research story dates back to the early 1980s when Coca-Cola decided to change its 99 years old famous recipe and replace it with a "New Coke." 

Before replacing it, the company surveyed nearly 200,000 customers and asked them to taste it before launching the changed coke. To the company's disbelief, public reaction to the New Coke was adverse, and the company switched to the original recipe within two months.

The survey and test didn't show the bond consumers felt with Coca-Cola – something they didn't want any company to meddle with, including Coca-Cola itself. 

The market researchers should have considered the brand positioning when making their decisions. But, unfortunately, when companies like Coca-Cola can fall prey to these marketing research blunders, your small business is equally susceptible. 

Companies rely heavily on market research tools to replace assumptions with hard facts and provide a clear marketing strategy based on the findings.

To make running your business and decision-making more straightforward, here are some market research tools that help you compellingly reach your target audience.

8 Best market research tools to look out for in 2023

Here are the best market research tools to add to your tech stack in 2023:

Attest

A business must know what customers want or prefer to move forward in accomplishing its vision. That's why many businesses rely their confidence on Attest, as it provides market insights at a lightning-fast speed. 

From market sizing to competitor analysis – the platform lets you perform all kinds of market research. Use Attest for building surveys and getting answers from customers in real-time, and its built-in audience feature to uncover your audience's thoughts, which brand they recognize and trust, and their buying habits.

With Attest, businesses can run regular research, achieve clear insights and continuously uncover opportunities with customer data. 

There's a good reason Attest is a leading market research tool in New York. If you're still in doubt, read more about New York's top market research firms. 

Pricing: Offers a free package, and their professional package starts at $0.50 per response.

Google Trends

Google Trends is another market research tool that shows what people search on Google. 

Using Google Trends, you see exactly how many people searched for Lionel Messi after he declared his retirement or how searches for privacy laws have decreased since 2021. 

With Google hosting more than 8.5 billion searches daily, Google Trends provides you with the most extensive possible data required for your market research and helps you categorize and segregate your data.

Google Trends accurately represents how trendy a particular term has been over time and gives it a score out of 100. 

Plus, it allows integration with popular tools, such as Zapier and Integromat so you can use the data in conjunction with other tools in your tech stack. 

Pricing: Google Trends is free to use.

GrowthBar

Another distinctive and one-of-a-kind tool is GrowthBar, which gives you access to critical data points about your competitors, growth channels, and keywords for your business. 

It's an ideal market research tool for marketers and those who understand different marketing strategies and channels. 

From providing features, such as keyword research and competitor research tools, to on-page SEO audits and keyword ranking tools, GrowthBar helps you with every aspect of market research.

Interestingly, the tool has a web version and a simple Chrome extension that empowers you to do market research without leaving your comfort zone of Google search pages.

This feature saves significant time because you no longer have to log in to other platforms or switch tabs and lose focus. 

Pricing: Offers a five-day free trial on all plans, and its paid plan starts at $29 per month.

Typeform

One valuable and must-have survey-based market research tool is Typeform. This sophisticated data collection tool helps you create highly customized and engaging surveys. 

Typeform is impressively versatile and allows you to design forms while crunching the data you collect.

The software offers conditional responses and new questions depending on how a survey respondent answers questions. This feature allows you to tailor your questions based on how your respondents answer them.

Another reason it's a preferred choice is that it helps you jumpstart the design process using many templates. In addition, customizing the templates is simple, even if you cannot find a template that matches your requirement.

Pricing: Offers a free plan, and its basic package starts at $25 per month when billed annually.

Remesh

Next on our list is Remesh, which provides qualitative insights at a quantitative scale for advertisement, concept, and package testing. 

Using Remesh, you can interact with hundreds of people at once and understand what your audience is saying about your products and competitors, even in real time.

What differentiates Remesh from others is that their AI-powered algorithm analyzes open-ended questions in real time, so you know what customers are saying about you. It even provides frequent insights by letting customers share their viewpoints and opinions. 

This unique platform segregates and customizes incoming data into simple and easy-to-understand insights, meaning you can use the data to adjust your marketing message and attract more of your right-fit audience. 

Pricing: Remesh requires you to contact their customer support team for a price quote.

Qualaroo

Another customer survey or market survey tool that helps you ask the right questions to your customers at the right time is Qualaroo. 

Qualaroo helps you embed your surveys into your website, allowing you to glean valuable data from your audience without asking them to leave your website. 

This embedding feature makes it more likely that you'll receive feedback from real users and likely garner higher response rates. Ads give user insights based on where customers are on your website, who they are, their visit history, and how much they pay. 

It empowers you to capture customers based on behavioral patterns, specific actions, locations, browser locations, and data streamed from your location.

Analyzing and reporting results is a breeze from the platform's AI-powered analytics tools. From exit intent surveys and survey templates to user experience, and product feedback, Qualaroo is the best bet for contextual customer insights.

Pricing: Offers a free 15-day trial, and their essential plan starts at $80 per month when billed annually.

SurveyMonkey

Boasting over 20 million questions answered, SurveyMonkey is a popular tool for market research. The intuitive platform offers valuable customer insight that helps increase lead generation, conversion, and customer retention and improves your bottom line. 

SurveyMonkey excels in the survey design aspect of the market research process with different question types that you might use to create your own set of questions. 

Today, it's a leading choice for marketers as it offers a user-friendly interface boasting a variety of templates and several features that speed up the survey design process.

Unlike other survey platforms, SurveyMonkey offers more than 230 survey templates separated into several categories. 

The data reporting tool allows you to change chart displays to suit your needs and helps you dig down into your results by looking at individual questions. And its intuitive dashboard is remarkably easy-to-use.

Pricing: The company offers various team, individual, and enterprise plans.

Qualtrics

Qualtrics is an all-in-one market research tool for creating surveys, segmenting markets, and analyzing data. 

It allows you to gather data and update existing data sets. This intuitive tool runs various statistical tests and applies different visualizations to help gather valuable insights.

What differentiates Qualtrics from others is that you can save time finding respondents for your survey. You simply choose a platform to locate a representative sample of your target audience and let them complete your survey.

Using the results from the survey, you can create a customer experience that drives loyalty and spending by understanding the key drivers for customer satisfaction.

Pricing: You have to request a demo to use Qualtrics.

Choosing a market research tool that’s right for your business

Today, market research tools are a must-have in your tech stack as they provide invaluable data to determine precisely what your target audience is thinking and what they require from you to move through your buying journey. 

As with any new investment in tech products, make decisions based on facts, not intuitions. Have questions about the tools listed here? Leave a comment, and we'll be happy to help! Or suggest another tool we might have missed! 

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