Market research tools: know the 10 best!

10 Best market research and analysis tools for your business!

Explore 10 essential market research tools that can transform your digital presence. Learn how they help you collect and analyze different types of data to optimize your strategies and gain a competitive advantage.

Data that seems infinite. Nowadays, there is no doubt: that it is impossible to survive in the market and, of course, remain competitive without it. The fact is that many organizations — regardless of their niche or size — do not even know where to start collecting information. For this, we have research tools, which have become great allies in facilitating this process.

In fact, they are online platforms or software that help analyze and improve the digital presence of institutional pages, analyze the market, understand in depth brands' target audience, and optimize marketing strategies.

After all, a good market analysis doesn’t just involve monitoring what the competition is doing. Taking all this into consideration, in this post, we’ll present 10 research tools that can help you in your day-to-day activities. Keep reading!

What are the hottest market research tools out there right now?

1. Google Forms

This is one of the most traditional and easy-to-use survey tools — and it's also free, which is another positive point of the resource. Google Forms is a super accessible survey and form creation tool that is integrated with Google Drive.

From there, it becomes possible to quickly create surveys to collect audience feedback, enable event registrations, and even conduct market research with some simple customization options.

Google Forms also automatically analyzes the data collected, making the results available in graphs and allowing them to be exported to other applications in the same group.

2. Zoho Survey

It is a survey creation tool that helps collect opinions and information from the company's customer base. The platform is very intuitive and takes no more than a few minutes to create the surveys, as there are already more than 250 models created by experts .

The feature also allows for personalized surveys, real-time analysis of results, and integration with the Zoho ecosystem. Its versatility and incredible usability make Zoho Survey a great choice for small and medium-sized businesses.

3. Typeform

Also quite traditional, Typeform is a survey tool with a highly modern, customizable, and easy-to-configure design. The platform is quite intuitive and, when using it, you will be able to create questions and answers quickly.

As the main features of the alternative, we can mention — in addition to the user-centered design — user-friendly interfaces, integration with other tools, and the ability to generate engagement from personalized forms.

In everyday business, Typeform is the perfect choice for collecting richer qualitative data and, consequently, improving the user experience.

4. SurveyMonkey

SurveyMonkey is an online survey tool that also lets you create custom surveys to gather data from potential customers. With the tool, you can send surveys (with a wide variety of ready-made templates) via email and share them on social media, analyzing the results in real time.

It is one of the most well-known resources in the corporate world. Survey Monkey is perfect for collecting feedback quickly and supporting strategic decision-making.

5. SEMrush

SEMrush is a paid SEO analysis tool that provides detailed insights into the strategies your competitors are using to improve their rankings on search engines like Google. Using SEMrush, you can:

• Keyword analysis: identify the keywords that competitors are using, allowing you to discover new optimization opportunities.
• Backlinks: monitor the backlinks pointing to competitor sites, helping to develop a more effective link building strategy.
• Traffic Analysis: Get a detailed view of your competitors' traffic, including traffic sources, user behavior, and most popular landing pages.
• SEO Audit: Performing full audits of your own website to identify and fix issues that may be affecting your performance in search results.
• Content analysis: evaluate the performance of competitors' content, understanding which types of content are generating the most engagement and traffic.
• Position Tracking: Track how your keywords perform over time in the SERP, helping you adjust your SEO strategies as needed.

By making good use of this information, you can optimize your own content and SEO strategies, improving your ranking and visibility in search engines.

6. Google Trends

It is a highly valuable research tool for recognizing and analyzing search trends over time. Google Trends can also be used to capture changes in your audience's preferences and possible reactions to local or global events.

In practice, the resource helps companies stay relevant, even in volatile markets. After all, it is possible to find out what people have been searching for on the Internet and, from there, determine a territory for the search, comparing two or more terms, for example.

7. Answer The Public

The resource can be used to capture the questions and concerns that people commonly have about a given topic.

With this in mind, the company is able to gain a good perspective on what its audience is thinking and what they are looking for in terms of information.

The tool collects and organizes search suggestions from Google and Bing, presenting them in the form of visual graphs and lists. You can find:

• Questions: Identifies the most frequently asked questions by users, divided into categories such as “who”, “what”, “where”, “why” and “how”.
• Prepositions: Shows phrases with prepositions like “for,” “with,” and “without,” revealing the nuances of search intent.
• Comparisons: Displays comparison terms, helping you understand how users are comparing different products, services, or concepts.
• Alphabetical: Lists search suggestions in alphabetical order, providing a comprehensive view of related topics.
• Relationships: Presents related terms and phrases, offering a complete overview of the audience's interests and concerns.

Therefore, Answer The Public is ideal for guiding the creation of marketing content accurately, ensuring that the topics covered are relevant and of interest to the target audience. 

What are the best social research tools?

Have you ever heard of Social Listening? Well, it is a process of monitoring social media to identify conversations and mentions about a marketed solution, a segment, and/or a brand.

The practice, however, goes far beyond simple observation, you see? The strategy allows companies to analyze feelings, feedback, and trends in real time .

Social research tools — which we will discuss below — are essential for this activity, as they aggregate data from various platforms and offer actionable insights. In other words, using them makes it possible to:

• understand your target audience;
• adjust your marketing strategies;
• resolve obstacles quickly;
• identify engagement opportunities;
• create a more relevant and deeper connection with the brand's consumers.

8. Hootsuite Insights

This is a social media monitoring tool that allows companies to capture and analyze conversations across multiple media. As mentioned, the tool helps (a lot!) to understand audience sentiment, identify trends, and respond to the public in real-time.

The platform also allows you to schedule posts on social media and monitor keywords, mentions, leads, and influencers.

The feature also offers the generation of exclusive reports based on these functionalities, enabling integration with the Hootsuite dashboard for more efficient Social Media management.

9. BuzzSumo

BuzzSumo allows users to discover the most shared content on social media and identify influencers. 

Furthermore, it is a tool that enables the discovery of the most shared content on social networks, making it essential for content analysis, as it reveals which topics are trending and attract the most engagement.

In content strategy, BuzzSumo helps create posts that resonate with the public, based on the success of similar content. 

In competitive market research, the tool provides important insights into what is effective in the user's market niche, enabling the adaptation of strategies to stand out from competitors.

10. Brandwatch

Brandwatch is a robust tool that enables detailed analysis of sentiment and trends on social networks, providing in-depth insights into consumer behavior. 

Using natural language processing algorithms, Brandwatch can identify and quantify emotions expressed in posts and comments, offering a clear perspective on how consumers view a brand or product.

As a “plus”, the tool tracks emerging trends, helping companies stay informed about changes in their audience’s preferences and behavior.

This feature is essential for data-driven marketing strategies, as it allows you to measure campaign performance in real time. In-depth sentiment analysis not only shows the volume of mentions but also the quality of interactions, facilitating quick and accurate adjustments to communication strategies.

With an enhanced understanding of consumer behavior, companies can tailor their tactics, increasing the relevance and impact of their promotional efforts. Brandwatch’s ability to deliver detailed, actionable insights makes it essential for marketers looking to improve their strategies and make informed decisions based on solid data.

Using this tool, it is possible to gain a notable competitive advantage, using accurate information to guide efforts and resources more effectively and efficiently.

In today’s dynamic and competitive market, adopting market research and analysis tools is crucial to standing out. These tools provide companies with in-depth insights into consumer behavior, emerging trends, and the performance of their strategies. The use of advanced technologies can revolutionize the way companies understand and relate to their audience.

Therefore, we encourage our readers to explore these market research and analysis tools to gain a deeper understanding of their customers and their niche. By adapting their strategies based on concrete data, companies can improve the relevance of their campaigns, increase engagement levels, and, consequently, their revenues.

Are you already aware of the importance of using market research and analysis tools? Then, take advantage of the opportunity to receive a free diagnosis of your marketing with the experts at Rock Content!