20 tools and resources for market research

Researching your market can help you learn more about customers or find out if a potential product might be successful.

Here is a list of tools and resources for conducting market research. There are survey and feedback tools to interview and analyze your buyers and data tools and resources to investigate your opportunities. Many of these tools are free.

Market research tools

American fact finder, from the US Census Bureau, provides access to data on the United States, Puerto Rico and the island regions. Data comes from censuses and surveys, including the Decennial Census, American Community Survey, American Housing Survey, and Economic Census. Access information on median income, education level, race and ethnicity, ancestry and community. Price: Free.

United States Census Bureau

Pew Research Center is a nonpartisan news group that educates the public about the issues, attitudes, and trends that shape America and the world. Access its public opinion polls, demographic research, content analysis, and other data-driven social science insights without any political stance. Price: Free.

Facebook audience analysis provides aggregate information about people connected to your Page for content ideas and additional followers. Learn about your audience’s interests and hobbies to optimize your campaigns. View age and gender breakdowns, education levels, job titles, relationship statuses, and more. Price: Free.

Think with Google provides information and tools to explore digital marketing, understand consumer trends, and strengthen your marketing strategy. Find the data and trends, forward-looking insights, and campaign behind-the-scenes to inspire your marketing strategies. Use Find My Audience and Market Finder to identify your customer and your niche. Price: Free.

Screenshot of Think With Google.

Think with Google

google trends lets you explore what people are looking for around the world. Browse daily, real-time search trends. See the latest stories and insights. Click on a story for more context, like most relevant articles or trending queries. Price: Free.

Subscriber is a tool to track, analyze and understand your Twitter followers. Segment your followers by location, bio, who they follow, and more. Track follower gains and losses. Perform global searches in Twitter bios and analyze followers of other accounts. Price: Basic is free. Paid plans start at $29 per month.

Social Mention is a social media research and analytics platform that aggregates user-generated content. Track and measure in real time what people are saying about you, your business, a new product or any topic in the social media landscape. Social Mention directly monitors around 100 social media properties, including Twitter, Facebook, FriendFeed, YouTube, Digg and Google. Price: Free.

Screenshot of the Social Mention homepage.

Social Mention

Ubersuggest is a handy tool for keyword research in search engines. Find the number of buyers searching for keywords, see how search volume has changed over time, and find terms that are easy to rank for. Price Free.

SurveyMonkey allows you to create and send surveys. Use SurveyMonkey Audience to access millions of respondents. Collect quality responses from consumers or professionals in minutes. Access market research experts for survey design, translations, custom reports, and more. Price: Plans start at $25 per month.

Statistical provides consolidated statistical data on over 80,000 topics from over 22,500 sources. The tool contains research, analysis, content and information design services and provides detailed revenue information for 20,000 online stores worldwide. Its Global Consumer Survey features the consumer behavior and media usage of 700,000 consumers from 55 countries surveyed on 50 topics and 6,500 brands. Price: Basic is free. Plans start at $39 per month.

Screenshot of the Statista home page.


Character shape lets you easily create forms, surveys, and quizzes that users love to answer. Run one question at a time with built-in assets, customizable themes, and conditional logic for tracking. Create from a template or start from scratch. Embed it on your website, toss it in an email, or share the link. Get responses and completion rates, generate shareable reports, and send data to your favorite tools for in-depth analysis. Price: Plans start at $25 per month.

Zoho poll is a tool for polling an audience and visualizing the results graphically and in real time. Quickly create a survey with over 25 question types with scoring, skip logic, 200 templates, multiple languages, and other variables. Customize the survey with your colors, logo and branding. Analyze with real-time reports, filtered responses, trending and scheduled reports, and more. Price: Basic is free. Paid plans start at $25 per month.

Create my personality, from HubSpot, lets you create a buyer persona that your entire business can use to better serve your target market. Buyer personas help you define your business goals and better understand your ideal customer. Learn how to conduct customer outreach, perform personality searches and more. Price: Free.

Screenshot of Hubspot's Make My Persona.

Create my personality

Userlytics lets you run moderated and unmoderated user experience studies, usability testing, card sorting, and tree testing. Create a custom user research study that best suits your needs. Leverage a pool of over a million users to test your website, app, or prototype, or supply your own or a third party. Price: Starting at $49 per participant.

Qualaroo allows you to poll specific users in real time as they view your product, service or brand. Get actionable insights into users based on their location on your site, identity, payment, visit history, and more. Choose from professionally designed questions and templates, or create your own. Gain insights by polling on-site visitors with custom Nudges. Price: Plans start at $80 per month.

Semrush is a search engine optimization, marketing and content management platform. Learn about market size and potential, key players and their online market share, and traffic generation strategies. Benchmark the online performance and trends of market players and analyze interests, geo-distribution, traffic routes, etc. of your target customers. Semrush includes tools for all aspects of online marketing research, including keyword research, local SEO, competitor analysis, rank tracking, content marketing, social media management, link building and paid advertising. Price: Plans start at $119.95 per month.

Screenshot of Semrush homepage.


Pure Spectrum is a tool to obtain consumer insights for any business decision. The PureSpectrum marketplace operates in over 60 countries and can target niche B2B and consumer audiences. Gather insights from real people and automate crosstabs, create data slices, and run significance tests. Use the end-to-end tool for quantitative consumer insights, consumer and market research, and consumer behavior. Analyze real-time consumer research trends with easy-to-understand charts and tables. Contact for rates.

Claritas helps assess market segments by linking consumer behaviors to shopping, finance, media, etc. Based on robust sets of proprietary demographic, geographic and behavioral data, Claritas offers over 8,000 syndicated audiences built from over 10,000 demographic and behavioral attributes. Get insights that allow you to create actionable strategies while benchmarking your performance. Contact for rates.

GutCheck provides market research and insights at every stage of the product innovation funnel. Use its research experts as an extension of your own team, providing quantitative, qualitative and behavioral data to present insights relevant to your unique business position. GutCheck can help you explore and strategize, identify products and ideas for growth, communicate with your audience, and monitor brand perception. Contact for rates.

Picture is a visual analytics platform for exploring and managing data to drive better business results. The platform makes machine learning, statistics, natural language, and intelligent data preparation more useful to increase human creativity in analysis. To optimize your market research data, create visualizations with drag-and-drop functionality, using AI-powered statistical modeling in just a few clicks. Price: Plans start at $15 per month.

Screenshot of the Tableau home page.


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