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20 Instruments & Assets for Conducting Market Analysis

Discovering out if a product can be profitable past the preliminary curiosity is simply good enterprise. With market analysis, you identify whether or not the chance exists, tips on how to place the services or products, or what shoppers’ opinions are after the launch.

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If you happen to’re delicate to the excessive prices of failure and wish to assemble information and opinions to foretell whether or not your new product, characteristic, or location can be profitable, begin by investing in market analysis utilizing these instruments and assets.

Listed here are 21 of the perfect instruments for conducting market analysis, together with a couple of suggestions straight from HubSpot market researchers. Let’s dive in.

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Useful Market Analysis Instruments & Assets

1. Glimpse

Market Research tool: Glimpse

For Max Iskiev, Market Analysis Analyst at HubSpot, one analysis instrument stands out from the remainder, and that is Glimpse.

He advised me, “Glimpse is my favourite analysis instrument. It is fast and simple to make use of, permitting me to design and launch brief surveys for real-time insights on trending matters.”

As a author for the HubSpot Advertising Weblog, I’ve additionally used Glimpse to run brief, 100-person surveys for articles (working example: Are Gross sales Reps Dashing Again to the Workplace?).

Not solely is Glimpse beneficial for doing fast pulse-checks on the most recent traits, nevertheless it additionally leverages the facility of AI for even deeper insights.

“Glimpse actually shines in the case of open-ended questions, utilizing pure language processing and AI to investigate emotion and sentiment, saving time and providing invaluable insights,” Iskiev shared.

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

2. Statista

Statista data visualization platform and market research tool

Statista is an information visualization web site that takes knowledge from respected studies throughout the net and makes them straightforward and digestible for researchers, entrepreneurs, and product creators identical to you.

“Statista is like my market analysis sidekick, giving me all the information I would like with out the countless search. No extra digging by the haystack, with Statista I can spot traits and make knowledgeable selections with ease,” Icee Griffin, Market Researcher at HubSpot, advised me.

Are you planning on launching a brand new online game and wish to know what number of hours individuals spend enjoying video video games? There’s a chart for that.

One neat facet of utilizing Statista is that the identical chart is up to date because the years go. Say that you just wish to allude to the worth of the wonder market in your proposal. In case your investor accesses that very same graph a yr from now, it can replicate up to date numbers, as Statista all the time finds the newest analysis to replace their visualizations. (Be aware that Statista doesn’t perform unique analysis.)

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

3. Suppose With Google Analysis Instruments

Think with Google market research tools

Want you had info in your product’s probability of success? Suppose With Google’s advertising and marketing analysis instruments supply fascinating insights on whether or not anybody is searching for your product (Google Developments), which markets to launch to (Market Finder), and what retail classes rise because the months and seasons go (Rising Retail Classes).

If you happen to’d prefer to market your product by YouTube, the Discover My Viewers instrument means that you can examine what your potential viewers are focused on and what it’s best to talk about in your model’s YouTube channel.

Pricing: Free

4. Census Bureau

Census Bureau market research tool

The Census Bureau affords a free useful resource for looking out U.S. census knowledge. You may filter by age, earnings, yr, and placement. You may also use a few of its shortcuts to entry visualizations of the information, permitting you to see potential goal markets throughout the nation.

Among the best methods to make use of this instrument is by discovering the NAICS code for what you are promoting, then accessing the Tables instrument, then clicking Filter on the sidebar and looking for your trade. Simply discover out the place your goal trade is hottest — or the place the market has been oversaturated. One other useful instrument is the Census Bureau Enterprise and Financial system knowledge, the place you can even goal premade tables relying in your trade.

Pricing: Free

5. Make My Persona

Make My Persona target buyer creator and market research tool

HubSpot’s Make My Persona instrument means that you can create a purchaser persona on your potential new product. On this instrument, you choose a reputation for the persona, select their age, establish their profession traits, and establish their challenges, permitting you to pinpoint each demographic and psychographic info.

This instrument is most suited to B2B product launches since you’ll be prompted to doc your purchaser persona’s profession targets and role-specific challenges. As such, your product would ideally clear up an issue for them within the office or assist their firm obtain income objectives.

Pricing: Free

6. Tableau

Tableau analytics platform and market research tool

Tableau is a enterprise intelligence suite of merchandise that means that you can “hook up with just about any knowledge supply.” However the knowledge isn’t introduced in unreadable tables. Moderately, Tableau helps you visualize this knowledge in a manner that helps you glean insights, attraction to exterior stakeholders, and talk the feasibility of your product to potential traders.

You may visualize knowledge on something from corn manufacturing in tropical local weather zones to workplace product gross sales in North America. With Tableau’s instruments, you may take as granular or as normal a glance you’d like into potential marketplaces and provider areas. Tableau additionally integrates effectively with spreadsheets and databases in an effort to export Tableau knowledge to Excel, again up information in Amazon Redshift, and extra.

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

7. Paperform

paperform homepage-1

A market analysis survey is an efficient option to perceive your target market and their wants higher by asking them straight. Since this step is integral to understanding your dream buyer’s issues, you wish to guarantee the method is as interactive as doable and incites an goal and correct response.  

With its free-text interface, Paperform is so simple as writing a phrase doc. Make your survey stand out by customizing colours, fonts, layouts and themes, and create your distinctive feel and look. f you’re not sure the place to begin, you should use one in all their expertly made questionnaires or market analysis survey templates to get you began. 

With Paperform, you may add conditional logic to point out or disguise questions or entire sections of content material. Create absolutely personalised paths for various personas to create extra interactive types that decrease drop-off charges and increase buyer interplay. Or use any of the 27+ query fields, just like the rating, matrix, or scale fields, to create visually participating methods to gather info.

Pricing: Free (14-day trial); Necessities ($20/month); Professional ($40/month); and Company ($135/month)

8. Claritas MyBestSegment

Claritas MyBestSegment market research tool for finding target audiences

Claritas MyBestSegment supplies product researchers with instruments to know an space’s demographic info and the world’s inhabitants’ life-style habits. By discovering out what a phase of the inhabitants does — with out having to exit and survey them — you will discover out which areas can be most receptive to a marketing campaign or launch, which rivals are situated close by, and which life-style traits have shifted or are on the rise.

A snapshot of an viewers phase offers you primary info on their family earnings, life-style traits, employment ranges, and training ranges. If you would like extra particular knowledge relating to those matters, you’ll must contact Claritas’ gross sales crew to develop into a buyer.

Pricing: Free; Pricing out there on request

9. SurveyMonkey

SurveyMonkey market research tool for surveying panelists

SurveyMonkey is a strong instrument for creating in-depth market analysis surveys that can assist you to perceive your market and shopper preferences.

With this instrument, you may create focused, uber-specific surveys that assist you to acquire solutions that pertain particularly to your product. Whereas utilizing an information supply may give you a normal overview of your target market and market, SurveyMonkey may also help you get extra granular insights from actual shoppers.

SurveyMonkey affords devoted market analysis options and companies, together with a worldwide survey panel, a survey translation service for worldwide analysis, and a reporting dashboard choice that means that you can simply parse by the outcomes.

Pricing: Free, $32/month (Benefit Annual), $99/month (Premier Annual), $99/month (Customary Month-to-month); $25/person/month (Group Benefit, minimal 3 customers), $75/person/month (Group Premier, minimal 3 customers), Enterprise (Contact for pricing)

10. Typeform

Typeform surveying platform and market research tool

Like SurveyMonkey, Typeform means that you can run analysis surveys to get direct solutions out of your goal shoppers. It’s an easy-to-use, mobile-optimized form-builder that is nice for market analysis.

Typeform’s distinguishing issue is that it reveals viewers one type area at a time. In its templates, it encourages a extra conversational, informal method (like in its market analysis survey template). This makes it a greater match for product launches that concentrate on a youthful demographic. If you happen to’re focusing on C-suite executives at established companies, take into account a extra formal choice equivalent to SurveyMonkey or retaining your tone extra formal in your questions.

You may create a variety of query sorts, together with a number of alternative questions, short-form questions, and score scale questions. Different options embody the flexibility to recall solutions from earlier questions and create logic jumps.

In a survey, you’d wish to acquire each demographic and psychographic info in your buyer, searching for to know their buying behaviors and the issues they encounter. The aim is to search out out in case your product is the answer to a type of issues — and whether or not, earlier than launching, it’s best to add extra options or rethink your product positioning technique.

Pricing: Free; $35/month (Necessities); $50/month (Skilled); $70/month (Premium)

11. Upwave Instantaneous Insights

Upwave Instant Insights tool for market and consumer research

Upwave Instantaneous Insights is a shopper analysis instrument that’s a part of the Upwave model advertising and marketing platform. Whereas it isn’t marketed as a survey creation instrument, it means that you can launch market analysis surveys particularly to get shopper insights.

Instantaneous Insights means that you can goal audiences on Upwave’s associate ecosystem and visualize the information for simple scanning by key stakeholders and traders. One professional of utilizing this platform is that Upwave distributes your survey to actual individuals — not simply individuals taking surveys for the cash, which may skew the outcomes.

To create a survey, you enroll on the Upwave platform, click on your title within the higher right-hand nook, and click on “My Surveys,” the place you may create as many surveys as you need. For the Primary choice, you have got a 6-question restrict, whereas the Superior choice means that you can embody limitless questions.

Pricing: $2/research participant (Primary); $3/research participant (Prolonged); $4/research participant (Superior)

12. Loop11

Loop11 usability testing platform for market research

Loop11 is a person expertise testing platform that means that you can check the usability of your web site, research person intent, check the data structure of your website, and look at how the person expertise adjustments based mostly on the system they’re utilizing.

This instrument is beneficial for market analysis as a result of you will discover out whether or not your goal shoppers discover your website straightforward to navigate. You may also establish snags that stop conversions.

Loop11 assessments your website by making customers carry out duties. They then full a brief query about how straightforward or troublesome the duty was to finish. Your product could also be phenomenal, however until shoppers should buy it by your website, you received’t launch it efficiently.

You should use Loop11’s contributors or herald your individual.

Pricing: $63/month (Fast Insights), $239/month (Professional), $399/month (Enterprise)

13. Userlytics

Userlytics usability testing platform for market research

Like Loop11, Userlytics means that you can check the usability of your web site, cell app, and website prototype. You may goal totally different units, outline a purchaser persona, and disqualify contributors based mostly on screening questions.

Testing relies on duties that your test-takers perform. They then reply a easy query in regards to the problem of the duty. You may construction the query in varied methods; you may depart it open-ended, present a number of decisions, or ask for a score. Different codecs you should use embody System Usability Scale (SUS) questions, Internet Promoter Rating (NPS) questions, and Single Ease Questions (SEQ).

Userlytics performs each a webcam and a display recording. You may evaluate the person’s solutions with their reactions on video to know how they really feel after they’re interacting together with your property.

Pricing: $49/participant (Fast & Straightforward); $69/participant (Annual Enterprise); Customized pricing out there on request

14. Mood

Temper quick survey tool for market research

Typically you want a no-frills check to take the heart beat of shoppers. Mood means that you can create a query, seize a snippet of code, and pop it onto your web site. The smiley face, “meh” face, and frown face make it straightforward for viewers to make a snap judgment.

One wonderful means to make use of this instrument is by including the widget on a weblog submit saying the launch of your new product. That manner, you will discover out normal sentiment on the product earlier than launching it. You may also add it to a product web page, an e mail, or a touchdown web page.

Whenever you embody the widget, you may change the query to one thing that’s tailor-made to your choices.

Pricing: $12/month (Pastime), $49/month (Professional), $89/month (Enterprise), $199/month (White Label)

15. NielsenIQ

NielsenIQ market research consultant for enterprise firms

NielsenIQ is a retail and shopper intelligence guide that works with you to gather shopper insights, establish the perfect distribution channels on your product, and create a spread of merchandise that addresses the wants of your goal consumers.

This service helps you take a look at your product launch from all angles and delivers forecasting knowledge that predicts how your gross sales will carry out upon launch. NielsenIQ can even run shopper insights surveys on their checklist of panelists and companions.

As a result of it operates like a guide and never as a self-service software program, NielsenIQ is a greater choice for established companies with a much bigger product launch finances.

Pricing: Pricing out there on request

16. Ubersuggest

Ubersuggest keyword research tool for market research

Ubersuggest is a straightforward instrument for doing key phrase and content material analysis. You may enter a phrase, and it will create an inventory of key phrase strategies. You may also see high performing articles and pages so that you just get an preliminary understanding of the kind of content material that ranks for the key phrases.

This instrument is beneficial for market analysis as a result of you may see who your high rivals are, how usually your product is looked for, and whether or not there’s sufficient house out there for the kind of product you’re launching. You may also discover out the questions your target market asks in relation to the product. Every of those questions will be was a weblog submit that may inform your viewers, rising your model authority and driving conversions.

Options to Ubersuggest embody Moz, Ahrefs, and SEMRush.

Pricing: Free; $29/month (Particular person); $49/month (Enterprise); $99/month (Enterprise / Company)

17. Pew Analysis Middle

Pew Research Center data sets for market research

From financial situations, to political attitudes, to social media utilization, the Pew Analysis Middle web site has a ton of free analysis that you should use to raised perceive your goal market. Better of all, the positioning has interactive articles that help you filter and sift by the information for extra granular, focused insights.

Subjects embody U.S. politics, digital media, social traits, faith, science, and expertise.

Pricing: Free

18. BrandMentions

BrandMentions social monitoring platform for market research

BrandMentions is a social media monitoring platform that may assist you to perceive what your potential clients are buzzing about on-line. Seek for a key phrase, and BrandMentions will present you up-to-date social posts that comprise that key phrase, together with the context of its utilization. After subscribing to the platform, you can even get sentiment evaluation on the key phrase.

You’ll additionally get different metrics equivalent to Attain (how many individuals view the key phrase per day), Efficiency (how many individuals have interaction with the key phrase per day), and Mentions by Weekday (when individuals are mentioning the key phrase).

You should use this instrument for market analysis by discovering out when individuals are searching for your product on social media websites. Whenever you begin saying the brand new product, you should use insights from this instrument to submit in regards to the launch at precisely the precise time. It additionally means that you can learn the way individuals are usually feeling about the kind of product you’re launching. That manner, you may higher refine the tone of your campaigns.

Pricing: $99/month (Rising Enterprise); $ 299/month (Firm); $ 499/month (Enterprise/Company)

19. Qualtrics Market Analysis Panels

Qualtrics market research panels for consumer insights

Qualtrics takes the ache of discovering respondents on your market analysis surveys by an internet pattern service. After figuring out your target market, you may go to Qualtrics for entry to a consultant pattern. You may both use your chosen survey software program or use Qualtrics’ built-in platform for insights and suggestions.

Pricing: Pricing out there on request

20. Qualaroo


Qualaroo is a sophisticated person and market analysis instrument that helps you perceive your goal market with focused surveys. You may run surveys on over six channels directly (equivalent to web site, app, product, social media, and mail,) to get a 360-degree view of your current and potential clients.

It comes filled with options like query branching, 12+ reply sorts, computerized survey language translation, in-depth viewers focusing on, pre-built survey templates, and an in depth repository of professionally designed questions.

You may create varied market analysis surveys in minutes to gather knowledge on the demographic, psychographic, and behavioral traits of your target market. It could assist you to map clients’ expectations and preferences, create buyer personas, and carry out viewers segmentation.

Qualaroo additionally promotes fast suggestions evaluation. Its in-built AI-based sentiment evaluation and textual content analytics engine mechanically categorizes the responses based mostly on person moods. It additionally highlights the important thing phrases and phrases in real-time, saving hours of guide work.

Pricing: $80/month billed yearly (Necessities); $160/month billed yearly (Premium)

Conduct Market Analysis for a Profitable Product Launch

Conducting market analysis is crucial to efficiently launch a product to market. With the instruments we’ve shared, you will discover out who’s searching for your product, why they want it, and how one can higher promote it upon launch, making certain that it’s a hit.

Editor’s observe: This submit was initially revealed in April 2016 and has been up to date for comprehensiveness.

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