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Top 21 Market Research Tools (Free & Paid)
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Published on December 8, 2023

Top 21 Market Research Tools (Free & Paid)

Looking to launch a product or boost sales? Explore 21+ top market research tools, including free ones, to enhance decision-making and business growth.

When it comes to business growth, every tiny advantage helps. Be it understanding your target audience better or gaining a better understanding of the competitive landscape of your industry. Market research tools are powerful data platforms that can help you get a 20/20 vision of everything that is likely to affect your business, its survival, and its continued success.

In this guide, we curate over 21 of the best market research tools to help you make more data-driven decisions and grow faster in 2024.

21 Top Market Research Tools & Software

Whether you’re trying to understand market trends, seeking to outperform competitors, or striving to make sense of your customers’ evolving needs, the right market research software tools can make it easier.

In no particular order, here are the online market research tools that caught our attention and held it:

  1. UXtweak
  2. Similarweb
  3. Forms.app
  4. Typeform
  5. Hotjar
  6. SurveyMonkey
  7. Qualaroo
  8. Buzzsumo
  9. Reddit
  10. Spyfu
  11. Claritas
  12. Google Trends
  13. Pollfish
  14. Answer the Public
  15. Statista
  16. Tableau
  17. Paperform
  18. Stravito
  19. Zoho Survey
  20. Attest

1. UXtweak

Market research tools

UXtweak is a comprehensive user experience research and optimization platform that helps you uncover usability issues, fine-tune user journeys, and validate design decisions with real-world testing data.

With advanced features such as session recordings and surveys, you can organize content, compare designs, collect feedback, and more for your website, apps, and prototypes. UXtweak is a great tool for conducting market research through surveys, testing competitors’ products and improving your own!

Key Features

Try Competitive Usability Testing✅

Competitive Website Testing
Try Competitive Usability Testing✅

Try Survey in Action✅

Surveys
Try Survey in Action✅

Pricing

  • Free Plan: free forever plan with 30 self-sourced responses/mo, 5 recordings/mo, 1 active study, and 1 month access to results;
  • Paid Plans: Start from $59/mo that includes 200 self-sourced responses/mo, unlimited studies (5 active at a time), and 12-month data retention.

When it comes to optimizing business growth through a superior user experience, UXtweak’s free plan is a great way to get started, and with the paid plans being so affordable, there really is no excuse not to take advantage of this powerful tool.

Conduct Market Research with UXtweak!

The only UX research tool you need to understand your competitors and upgrade your own product

Register for free

2. Similarweb

Market research tools

Similarweb is an intelligence platform that gives businesses insights into their competitors’ traffic and marketing strategies.

From estimating your competitor’s website traffic and analyzing their audience demographics to understanding their traffic sources and leveraging untapped growth opportunities, Similarweb helps you learn your competitive landscape better.

Key Features

  • Company Research;
  • Benchmarking;
  • Competitive Analysis;
  • Audience Analysis;
  • App Intelligence.

Pricing

  • Free Plan: No free plans, only a free 7-day trial;
  • Paid Plan: Starts from $125/user/mo and includes 100 websites results per report, 1,000 keyword results per report, 3 months of historical data, and more.

If you are looking for competitive marketing intelligence, Similarweb is well and truly worth it. What’s more, you don’t even have to sign up to be able to take Similarweb for a test drive. You can check high-level data for your competitor’s website from inside its home page to get a taste.

3. forms.app

Market research tools

forms.app is an online form builder tool that enables you to create forms, surveys, and quizzes without any coding knowledge. It offers more than 4000 ready-made templates and an AI form generator, which helps you create anything in less than a minute. You can automate your workflow and gather data easily with direct integrations.

Key Features

  • Avoid unnecessary questions with conditional logic;
  • Various sharing options;
  • Access your forms from anywhere and anytime with a mobile application;
  • More than 25 form fields;
  • Advanced analytics.

Pricing

  • Free Plan: A forever plan that includes almost all advanced features.
  • Paid Plan: Three paid subscription plans are available, with the basic plan starting at 25 USD per month. The Pro plan starts at 35 USD, and the Premium plan starts at 99 USD.

4. Typeform

Market research tools

With Typeform, businesses can collect data and develop insights through highly interactive forms and surveys.

To start collecting data quickly, Typeform offers a wide selection of customizable templates and a drag-and-drop form builder. 

With eye-catching templates, intuitive designs, and an extremely smooth user experience, the process of collecting data is more conversational than transactional, boosting form fills and response rates.

Key Features

  • High-quality Templates & Premium Themes;
  • Question branching & Logic Jumps;
  • Personalization with Hidden Fields;
  • Advanced Analytics;
  • File Uploads.

Pricing

  • Free plan: 7-day free trial only;
  • Paid plans: Start from $129/mo that includes 5 projects, 500 keywords tracked, 10,000 results per report, and more.

5. Hotjar

Market research tools

The Hotjar platform helps businesses understand how visitors interact with their websites to improve user experience.

Heatmaps help you see how users move, click, scroll, and engage on your web pages so you can reduce friction and boost conversions while session recordings help you optimize customer journeys faster by helping you see everything they do.

Drive your business growth using simple yet powerful mechanisms to collect feedback from your visitors through surveys, interviews data from your hosting, for instance. If you use Windows VPS hosting, you can access and use more data, as this type of hosting is Windows-based and allows you to do everything with ease. In addition to using Hotjar, this can help you optimize your user experience a lot.

Key Features

  • Heatmaps;
  • Recordings;
  • Surveys;
  • Feedback;
  • Interviews.

Pricing

  • Free Plan: Includes up to 35 recordings/ day, 20 feedback responses/mo, 60 interviews/ year, unlimited heatmaps, and more;
  • Paid Plan: Depending on the module you need paid plans start from $32/mo for 100 daily recordings, $48/mo for 250 responses/mo, $280/mo for 180 interviews/year.

6. SurveyMonkey

Market research tools

SurveyMonkey is an online survey solution that helps businesses create, share, and analyze surveys with their prospects and customers.

Its user-friendly interface and dozens of customizable survey templates enable you to conduct easy-to-complete surveys to gain insights into key customer issues.

With a variety of question types, skip logic, audience targeting, and detailed analytical dashboards, collecting the right data to drive your business growth is easy and fast.

Key Features

  • Pop-up Online Surveys;
  • Expert, Pre-written Survey Templates;
  • Best Worst Scale;
  • Question & Page Skip Logic;
  • Advanced Survey Logic.

Pricing

  • Free Plan: Includes unlimited forms, 10 questions per survey, and view up to 25 responses/ survey;
  • Paid Plan: Starts from $28/mo for unlimited forms, unlimited questions per survey, and up to 2,500 responses/year.

If conducting regular surveys is the core of your business strategy, SurveyMonkey is an extremely affordable and no-hassle way to go about doing it.

7. Qualaroo

Market research tools

Qualaroo provides actionable insights for digital product teams through user feedback.

Solicit real-time feedback from LIVE user over website, apps and email media, or run exit surveys to truly understand why potential customers aren’t converting.

The AI-powered sentiment analysis feature helps you interpret and summarize user emotions from the feedback, helping identify issues and overall brand perception.

If you’re worried about disrupting the user experience, don’t worry, for the Nudge™ feature presents survey requests in a user-friendly manner that maximizes response rates.

Key Features

  • Survey Templates;
  • AI Sentiment Analysis;
  • Nudge for Prototypes;
  • Confirmation Page Surveys;
  • Exit Intent Surveys.

Pricing

  • Free Plan: 15-day FREE trial only;
  • Paid Plan: Starts from $79/mo and includes website, app and email surveys, and more.

Among Qualaroo’s packages include one for websites and apps, one for email only, and a third one that includes all of them. The pricing varies accordingly. Regardless, Qualaroo is a reliable and cost-effective way to build better digital products through real-time feedback from online traffic.

8. Buzzsumo

Market research tools

Buzzsumo is a robust content research and discovery platform that helps businesses identify and create a high-performance content strategy.

Use it to discover trending topics, identify top content creators, monitor brand mentions and analyze best performing content, to be able to craft content that truly resonates with your target audience.

Key Features

  • Content Discovery;
  • Content Ideas Generator;
  • Content Research;
  • Media Database of Journalists & Online Influencers;
  • Monitoring of Media Mentions.

Pricing

  • Free Plan: 30-day free trial only;
  • Paid Plan: Starts from $199/mo for basic content creation features and includes unlimited searches.

Higher-level plans include all PR (Press Release) and communications requirements and the entire suite, including content creation.

As you can see, Buzzsumo is expensive, but if content marketing is key to driving your business metrics and growth, it also happens to be a great source to find out what’s working right now.

9. Reddit

Market research tools

Reddit is one of the most popular social media and online community forum platforms where close to 1 billion users engage and discuss topics that are dear to them across specialized, niche-specific “subreddits”.

Among other market research tools, the biggest value in using Reddit is the ability to gauge public sentiment, gather feedback, browse micro and macro trends, and even directly engage with passionate groups of super users who are highly active and vocal about what matters to them.

Key Features

  • Powerful Search;
  • Communities & Feeds;
  • Messages, PMs, Inboxes;
  • Chat Channels;
  • Reddit Premium (ad-free experience).

Pricing

  • Free Plan: Powerful free account that enables you to do just about everything;
  • Premium Plan: $5.99/mo (or $49.99/year) and includes ad-free browsing, exclusive avatar gear, and more.

Understanding your audience is key to successful marketing and sales. And it is likely that there is a related subreddit that can help you greatly benefit from the perspectives of your target audience no matter what your business represents.

10. Spyfu

Market research tools

Spyfu is a competitive intelligence research tool that helps businesses optimize their SEO (Search Engine Optimization) and PPC (Pay-per-click) strategies for optimum results.

It features a host of research capabilities, including competitor analysis, keyword research, traffic analysis, domain comparison, and more, to benefit from both organic and paid aspects of search engine marketing.

Key Features

  • SERP Analysis;
  • Competitor Traffic Analysis;
  • PPC Competition Analyzer;
  • Organic Keywords Research;
  • Custom reporting.

Pricing

  • Free Plan: 30-day money-back guarantee only;
  • Paid Plan: Starts from $16/mo and includes 10K row search results, 10K row data exports, 100 domain overview PDFs, 6 months historical data, and more.

If you’re looking for B2B market research tools that strongly focus on all aspects of search engine optimization, including paid ones, then Spyfu’s 30-day money-back guarantee is more than enough reassurance for you to try it out.

11. Claritas

Market research tools

Claritas is an online data platform that helps businesses hyper-target their ideal customers with precision with the help of insights on consumer demographics, behaviors, and preferences.

Using audience segmentation, deep market research, and omnichannel marketing analytics features, your business can identify the most valuable customer segments, deliver customized messaging, and maximize your marketing ROI (return on investment).

Key Features

  • Syndicated Audiences;
  • Custom Audience;
  • Anonymous Website Visitors;
  • Multichannel Marketing Execution, Measurement & Attribution;
  • Podcast Attribution & Audience Identification.

Pricing

  • Free Plan: None;
  • Paid Plan: Pay as you go at $89 to $179 per report. Alternatively, pay $1495/ yr to unlock 8 demographic and 2 market power reports.

Claritas is not a cheap audience insights platform, but that’s because it comes with nearly 2,500 syndicated audience sets built from over 20,000 demographic and behavioral attributes. Your investment will likely be worthwhile if that sounds good to you.

12. Google Trends

Market research tools

Google Trends is a free online research platform that reveals how popular certain search terms and keywords have been over time. Specifically, it analyzes Google’s organic search data to provide insights into how frequently a term has been searched compared to its peak over various periods.

By comparing different search phrases, observing seasonal fluctuations, and identifying emerging trends, you can gauge market interest and spot potential opportunities to launch, grow, and scale your business.

Key Features

  • Interest Over Time;
  • Interest by Subregion;
  • Compare Search Terms;
  • Related Topics;
  • Related Queries.

Pricing

  • Free Plan: Google Trends is a free service provided by Google;
  • Paid Plan: None.

If you’re looking to launch your product or service, or maybe even looking to scale them, Google Trends can provide you with up-to-date data on market trends and interests to support data-driven decisions. What’s more, it is 100% free for you to try out and keep using.

13. Pollfish

Market research tools

There are dozens of tools to do market research, but Pollfish is different. It stands out because it provides real-time insights from 500+ million real consumers from 160+ countries who’ve legitimately opted-in to take mobile surveys.

With Pollfish you can reach a vast audience set in a highly targeted manner based on demographics, behavior, or location and obtain timely and actionable consumer insights.

Among Pollfish’s 120K+ partnered apps, Pollfish rewards users with relevant in-app rewards, reducing the need for money spent on responses and making surveys more authentic as well as cheaper.

Key Features

  • Net Promoter Score (NPS) Calculator;
  • Single & Multiple Selection Screening Questions;
  • Shuffle Answers;
  • Skip Question Logic;
  • A/B Testing.

Pricing

  • Free Plan: None;
  • Paid Plan: Starts at $0.95 per complete.

With Pollfish, you can target real customers by demographics, behavior, and location. In addition, the platform charges you based on how many completes you get. The cost per completed action is less than $1, which is extremely cost-effective.

14. Answer the Public

Market research tools

AnswerThePublic is a search listening and content idea generator that helps you uncover the most commonly asked questions on Google to help you derive insights from real-time search data.

Your keyword data is presented in the form of visually engaging charts as well as alphabetically sorted images both of which can be easily downloaded. 

With the search listening feature, you get weekly email updates showing you changes in the search behavior for tracked keywords. 

Using target market research tools like AnswerThePublic is a great way to strategize your content marketing strategy to help produce more relevant, targeted, and useful content for your specific niche.

Key Features

  • Search Data Visualization & Export;
  • Search Listening Alerts;
  • Keyword Search Data;
  • CPC (Cost Per Click) Data;
  • Data Comparison Over Time.

Pricing

  • Free Plan: Up to 3 free searches per day with free signup;
  • Paid Plan: Starts from $5/mo for up to 100 searches/day and 1 search listening alert.

AnswerThePublic is a great way to use real-time search data to inform your content marketing efforts and drive its ROI, especially when it comes in such an affordable package.

15. Statista

Market research tools

With over 22,500 sources, Statista is a leading data and statistics portal that helps aggregate statistics, forecasts, and other forms of quantitative data on markets, industries, consumer behavior, and trends.

Save valuable research time and ensure data accuracy with Statista’s exhaustive database, which includes ready-to-use statistics, detailed analytics, and infographics.

Key Features

  • Industry Insights;
  • Infographics, Reports & Studies;
  • Forecasts & Analysis;
  • Industry Insights;
  • Regional and Country Data.

Pricing

  • Free Plan: Access to free statistics;
  • Paid Plan: Starts from $199/mo for access of up to 1m+ statistics.

If being able to access quantitative data about your consumers and market is crucial to your business strategy, Statista is a reliable and authoritative solution to get started with. 

16. Tableau Market research tools

Owned by Salesforce, Tableau is one of those market research data analysis tools that helps transform raw data into actionable insights with the help of visual analytics and data storytelling.

Tableau allows you to blend data from multiple sources with the help of an easy to use drag and drop interface, to create visually engaging reports and real-time interactive dashboards. This simplifies data analysis, provides near-instant business insights, and accelerates data-driven decision making.

Key Features

  • Create, Edit, Publish & Schedule Data Flows;
  • Users & Permissions Management;
  • Interactive Visualizations & Dashboards;
  • Data-quality Warnings;
  • Data-driven Alerts.

Pricing

  • Free Plan: None;
  • Paid Plan: A Tableau Creator license costs $75/user/month and is a must, while optionals include Tableau Viewer and Tableau Explorer licenses costing $15/user/month and $42.00/user/month respectively.

Looking for a transformative approach to growth that involves being driven by data? Tableau is one of these market research analysis tools that helps make it actionable and more importantly, visual. If your business could benefit from such a representation, the cost could be well worth it.

17. Paperform

Market research tools

Paperform is an all-in-one platform that helps businesses create dynamic and engaging surveys, questionnaires, and feedback forms to help you collect data that matters to your business.

Combine the power of prebuilt templates with an easy to use, no code editor to create powerful online surveys, polls, quizzes and more easily and quickly. Use conditional logic, answer piping and more, to create personalized journeys for your survey respondents to hold their interest longer, minimize dropoffs and get maximum completions.

Key Features

  • Drag-and-drop, Zero-code Interface;
  • 700+ Editable, Responsive Survey Templates;
  • Smart Forms with Question Logic;
  • Quiz, Poll, Survey Maker Forms;
  • Plug-and-play Integration with Other Apps.

Pricing

  • Free Plan: 14-day, fully-featured trial only;
  • Paid Plan: Starts from $20/mo for 10,000 form views and 1,000 form submissions monthly..

In addition to being extremely affordable, thanks to its vast library of ready-to-use templates and user-friendliness, Paperform is one of those market research tools for small business that can also help save time in collecting insights.

18. Stravito

Market research tools

Stravito is a centralized data platform that helps streamline and optimize competitive intelligence and knowledge management for your business.

In addition to simplifying data storage and categorization, it also provides powerful, generative-AI search to help you make sense of the data you already have.

By using Stravito, you’ll spend less time analyzing the data you already have and more time making better decisions.

Key Features

  • Generative-AI Driven Search;
  • AI-powered Content Recommendations;
  • Collections;
  • Scrapbook;
  • Insight Radar.

Pricing

  • Free Plan: None;
  • Paid Plan: No fixed plans. Only custom quotes are available upon request.

If your business handles a lot of data that it constantly struggles with handling and accessing, an AI-powered enterprise-level solution like Stravito is what you likely need.

19. Zoho Survey

Market research tools

Zoho Survey is an easily accessible yet robust online survey tool that you can use for your market research requirements.

Use 25+ question types and over 250 pre-optimized survey templates to design effective surveys fast. By using custom variables, piping, and custom end pages, you can personalize the respondent’s experience and make it memorable. 

Lastly, use web links and custom domain links to share these surveys with your target audience over emails and social media easily.

Key Features

  • Question types;
  • Drag-and-drop Questions
  • In-mail Surveys;
  • 200+ Customizable Survey Templates;
  • Personalization.

Pricing

  • Free Plan: Includes unlimited surveys, 10 questions/survey, 100 responses/survey;
  • Paid Plan: Starts from $7/mo and includes unlimited questions & responses, advanced logic, and more.

Looking for mature market research survey tools that just work? 

Zoho Survey doesn’t just work but it also comes highly recommended and affordable, making it the go-to category of market research tools for startups and entrepreneurs on tight budgets.

20. Attest

Market research tools

Attest is a market research platform that gets your businesses up close and personal with 125 million+ real consumers across 59 countries for real-time insights.

Create custom surveys to meet specific research needs and target them on niche audience segments based on a number of demographic factors. A visual dashboard powered by built-in analytics presents instant and live data in an engaging and intuitive way.

The biggest benefit of using market research tools like Attest is the ability to test and iterate on campaigns in real time with a streamlined and data-driven approach that takes both consumer needs as well as market shifts into account.

Key Features

  • Question Routing;
  • Sample Size Calculator;
  • Behavior Reports;
  • Automated Text Analysis;
  • Interactive Results Dashboard.

Pricing

  • Free Plan: None;
  • Paid Plan: All three paid plan tiers are available with custom pricing upon request.

Attest emphasizes delivering real-time, actionable insights derived from real customers. If that’s what your company needs to stay competitive, then it’s well worth the cost.

Free Market Research Tools

Maybe you’ve never used market research tools before and are looking to get started. If you are at this point, then a market research tool with a generous free plan might be the best choice for you. 

Among the 21 market research tools we curated above, the following are the ones with the best free forever plans:

  1. UXtweak
  2. Google Trends
  3. Typeform
  4. Hotjar
  5. Survey Monkey
  6. Reddit
  7. Answer the public
  8. Statista
  9. Zoho Survey

Not only are the above solutions a great way to get started with market research, but they are also affordable, making these key to startups and other budget-conscious businesses.

Conduct Market Research with UXtweak!

The only UX research tool you need to understand your competitors and upgrade your own product

Register for free

Why Are Market Research Tools Important?

Our market research tools aren’t just loved because they are powerful, but they offer a wide range of advantages. Here is what a great market research stack can do for your business:

  1. Drive data-driven choices: Make informed decisions based on tangible insights from real-time, authentic data;
  2. Deepen audience insights: Gain a clearer view of customer preferences, behavior, desires, frustrations, and problems;
  3. Bolster competitive analysis: Strengthen understanding of competitors and their strategies;
  4. Mitigate risks: Identify potential niche, business, market, or product pitfalls early to navigate challenges;
  5. Discover market opportunities: Spot untapped areas for growth and expansion;
  6. Adapt to emerging trends: Stay ahead by aligning with current market demands and shifts in real-time;
  7. Amplify engagement: Supercharge interactions with target audiences because of a laser-targeted and hyper-personalized approach.

Regardless of the exact reason you are excited about market research, know that there’s always a market research tool out there that likely meets your needs.

Did Any of These Market Research Online Tools Interest You?

Choosing the best tools for market research can be hard, so we’ve tried to make it easy for you in this guide.

Whether you’re looking to optimize your website for better user experiences or looking to empathize with users to be able to serve them better, UXtweak can be a great way to get started. And if its generous free plan doesn’t win you over, we’re sure its user-friendliness will.

Create your UXtweak account and start conducting market research today!

FAQ: Market Research Tools

What Are Market Research Tools?

Market research tools are platforms that help your business understand its target audience’s wants and needs better. This helps you identify market trends, uncover opportunities, avoid pitfalls, and establish a product-market fit.

What Are Some Primary Market Research Tools?

Primary research is the research that you conduct by interacting with prospects and customers directly. The most common primary market research methods include:

  1. Interviews;
  2. Surveys;
  3. Questionnaires;
  4. Focus groups;
  5. Physical visits to competitors’ places.
What Are The 4 Pillars Of Market Research?

Regards of the market research tools and techniques you end up using, your market research will always center around four foundational pillars:

  1. Ideal Customer: Who benefits the most from your product or service?
  2. Market: What’s the overall demand, size, and growth potential of the niche you are operating in?
  3. Competition: Which other businesses are selling similar products or services to the same audience?
  4. Competitive Ranking: Where does your business stand in terms of market share, positioning, and more, with respect to your competitors?
Daria Krasovskaya
December 8, 2023
All author's articles

Daria Krasovskaya is the Head of Content at UXtweak. Since content quality is her responsibility, she works closely with our UX researchers, UX/UI designers and content writers to ensure that we publish high-quality, informative, and engaging content on our blog and guides.

During her studies for a degree in Marketing communication, she discovered her interest in user experience and design. Daria is not only a key member of the UXtweak team but also contributes to other websites and UX publications. Her articles can be found on well-known sites like UX Booth, where she shares her insights on UX topics.

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