16 Market Analysis Instruments To Uncover Actionable Insights

In a world of accelerating competitors, understanding your goal market is important.

Conducting thorough analysis of previous, present, and potential prospects helps you uncover insights to enhance your product or create more practical advertising and marketing messages.

These insights don’t need to be hard-won, both. Because of new instruments and information sources, companies not need to depend on conventional strategies like surveys and focus teams.

Able to study what your viewers actually needs? These are the 15 greatest market analysis instruments to make use of.

Advantages of Leveraging Advertising and marketing Analysis

There’s a motive the worldwide income of the market analysis trade has greater than doubled since 2008 and is now valued in excess of $76.4 billion. It comes with a heap of advantages. Any enterprise wanting to enhance its product or launch a brand new advertising and marketing marketing campaign might be at a major drawback with out market analysis.

In case you’re asking your self “what’s market analysis?,” look no additional. Market analysis retains your target market on the middle of each resolution. By understanding their wants and needs, you possibly can tailor all the things out of your product to your advertising and marketing to your buyer. In doing so, you’ll scale back the variety of dangerous buyer experiences—one or two of that are sufficient to make 64% of customers swap to a competitor.

Market analysis instruments also can provide help to uncover new enterprise alternatives and threats. New markets turn out to be apparent when talking to prospects and understanding their conduct. The identical applies with rivals and exterior threats that might threaten your online business should you don’t act. It can be used to assist create buyer personas, which solely add to the effectiveness of your advertising and marketing. Buyer personas are fictional takes in your best client created by your crew to explain the traits and shopping for motives of particular buyer classes.

Finally, utilizing market analysis offers you an enormous aggressive benefit. That’s due to the advantages above and since 6 out of 10 marketers are utilizing client analysis to drive selections. Do you actually need to be on the skin wanting in?

As a begin, you should use these instruments to spy on the competitors and see the place your model stands in opposition to them. There are additionally instruments that can assist you gather that all-important market analysis information.

The best way to Use Advertising and marketing Analysis Knowledge in Your Advertising and marketing

You possibly can leverage market analysis information in a number of methods, however utilizing it to tell and optimize your advertising and marketing technique, from marketing campaign creation to execution, is without doubt one of the strongest.

For example, market analysis can guarantee your new product launch goes off with no hitch. Virtually half of all product launches are delayed, and 20% fail to meet targets. By understanding precisely what prospects need, a profitable product launch merely turns into a case of delivering it.

Market analysis also can provide help to focus your advertising and marketing efforts on areas the place you might have a aggressive benefit. By understanding what prospects are actually trying to find, you may determine untapped markets with little or no competitors by way of paid advertisements or search engine marketing. Focusing your efforts right here, quite than on saturated verticals, will ship your ROI hovering.

Lastly, you should use market analysis information to optimize your advertising and marketing efforts after launch. Analyzing social media and different sorts of consumer engagement information can spotlight how efficient every message is so you are able to do extra of what works and fewer of what doesn’t.

Mix this with methods to grasp your prospects and also you absolutely perceive what your content material wants to perform to achieve them. 

5 Greatest Free Advertising and marketing Analysis Instruments

You don’t need to spend a dime to get the advantages of selling analysis. There are many free market analysis instruments on the market. I’ve highlighted 5 of my favorites beneath.

1. Google Developments

Google Trends market research tool

Google Trends exhibits you what individuals are trying to find on Google. It was launched in 2006 and tracks the recognition of subjects over time by location. You possibly can see precisely how fashionable searches are for Taylor Swift within the U.S. this 12 months. Or how searches for Brexit have declined within the U.Okay. since 2019.

On the time of writing, Google processes 99,000 searches each second. That’s over 85 billion searches day by day, making it the most important and most precious search information supply in existence. Google Developments provides you entry to that information in a categorized and aggregated means.

Enter a pattern and Google will present you ways stylish that time period is with a line graph and provide you with a rating out of 100. You may also evaluate completely different phrases.


  • straightforward to make use of
  • visually interesting
  • large quantity of knowledge


  • doesn’t present the precise search quantity
  • associated subjects aren’t at all times related

2. Fb Web page Insights

Facebook Page Insights market research tool

Facebook Page Insights is a improbable and free market analysis possibility should you use Fb to market your online business. In case you don’t use Fb for advertising and marketing but, you most likely ought to. With 2.9 billion monthly active users, it’s among the finest social media platforms for advertising and marketing.

The software gives insights into your viewers, put up efficiency, and the well being of your pages. You should use the software to see who likes your web page and why, which posts get essentially the most engagement, and learn to improve the attain of your content material.

In case you’re struggling to get began, Fb presents two programs: one on how one can generate insights and make data-driven recommendations and one on how one can make the most of marketing insights.


  • unparalleled perception into your Fb viewers
  • straightforward to make use of
  • programs out there


  • restricted to your Fb pages
  • not as complete because it as soon as was

3. Suppose With Google

Think With Google market research tool

Think With Google is without doubt one of the search big’s lesser-known instruments, however that doesn’t make it any much less highly effective. It’s a free-to-use useful resource library of details and figures primarily based on Google’s personal information and different analysis that may supercharge your advertising and marketing efforts.

In order for you a broad understanding of what’s happening on the earth, Suppose With Google is a good place to begin. Search the platform, and you may uncover advertising and marketing traits, perceive the most recent client conduct and discover the insights you have to drive your advertising and marketing technique.

The positioning is cut up into 4 areas (Client Insights, Advertising and marketing Methods, Way forward for Advertising and marketing, and Instruments) which you should use to search out the insights you’re searching for.


  • large useful resource of statistics and research
  • straightforward to make use of
  • nice for advertising and marketing analysis


  • restricted to advertising and marketing research

4. Reply The Public

Answer The Public market research tool

See a well-known face? Answer The Public is now a part of the NP household, and makes an incredible free asset in your market analysis wants. It’s one of many easiest choices on the market for getting a deeper understanding of what individuals are speaking about.

Merely enter within the matter you need to analysis, the area you’re looking at, and also you’ll get an entire set of adjoining subjects and questions that individuals are trying to find in regards to the topic. On prime of that, Reply the Public places these in flat information units or helpful information visualizations so that you can share along with your groups.

Struggling to provide you with content material concepts? Reply The Public provides you a bunch of baseline concepts, pulled proper from the minds (and searches) of your viewers.


  • Simple interface to get you insights quick
  • Knowledge visualization to make sharing insights simpler
  • Unbelievable insights on how a topic is approached in search.


  • Restricted customers and searches with free plan — however upgrading provides you that and quite a lot of different options, together with evaluating information over time and search listening alerts.


Free with restricted makes use of, paid plans vary from $79 to $199 monthly.

5. U.S. Census Bureau

U.S. Census Bureau market research tool

The U.S. Census Bureau web site permits you to search U.S. census information free of charge. The Bureau of the Census conducts over 130 surveys a 12 months (that are used to allocate billions of {dollars} in federal funds), making it an in-depth supply of dependable information.

You possibly can filter by a number of variables, together with age, location, and revenue. It additionally gives visualization of some information units. One fascinating means to make use of this information set is to filter the outcomes utilizing your business’ NAICS code to see the place and with whom your trade is hottest. It is a nice method to uncover new goal markets.


  • one of many largest demographic assets on-line
  • straightforward to go looking by means of studies


  • restricted to the U.S.
  • older census studies can turn out to be outdated shortly



11 Greatest Paid Advertising and marketing Analysis Instruments

Free market analysis instruments are a good way to dip your toes into the trade. Nonetheless, there’ll at all times be limitations whenever you don’t pay for the info. In case you’re critical about market analysis, you’re going to need to pay for premium entry. These are the very best paid market analysis instruments to make use of.

1. QuestionPro

QuestionPro market research tool

To date, we’ve solely mentioned secondary information sources. A major information supply would contain gathering outcomes straight from folks by means of surveys. 

QuestionPro is a good possibility, with over a billion questions answered, providing a variety of free plans {and professional} analysis licenses. 

These plans are nice for making, distributing, and analyzing surveys. Importantly, all customers can get 24/7 LiveChat assist, which is a big asset. Surveys could be despatched by means of quite a lot of means together with electronic mail, hyperlinks, social media, embedded textual content, and many others. Evaluation could be finished in-app or by means of an export.


  • straightforward to begin utilizing, particularly with built-in templates
  • a beneficiant free plan
  • 24/7 LiveChat assist for all


  • mastering the software program takes time
  • consumer interface prioritizes operate over aesthetics


The Primary plan is free, whereas the Superior plan prices $99 monthly.

2. SurveyMonkey

SurveyMonkey market research tool

SurveyMonkey is without doubt one of the greatest and hottest instruments to make use of, with over 20 million questions answered utilizing the platform every day.

The corporate’s enterprise-grade platform makes it straightforward to create, ship out, and analyze surveys. Surveys could be despatched by way of a hyperlink, electronic mail, social media, or embedded into an internet web page. You possibly can flick through particular person responses or use the software’s customized studies and charts to visualise information.


  • straightforward to make use of
  • good template choice
  • nice free plan


  • analytics might be improved
  • lack of buyer assist


Primary plan is free. Normal plan prices $99 monthly.

3. Statista

Statista market research tool

Statista is a hub of visible information, market analysis studies, and statistics. It collates information from a number of respected sources, turning most of them into graphs and charts which are straightforward to digest. As a result of Statista’s information is regularly up to date, you possibly can hold coming again to the identical chart 12 months after 12 months to see how traits are altering.

The positioning has information on virtually any matter you possibly can think about, making it a good way to find client conduct and market traits, regardless of your online business.

Getting began with Statista is as straightforward as trying to find a selected matter. The positioning’s search performance is great and can return a whole bunch of studies and dashboards that you should use to affect or assist your advertising and marketing efforts.


  • among the finest statistical assets on-line
  • nice UX
  • straightforward to seek for information


  • free plan is restricted
  • visuals aren’t the very best


Primary account is free. Premium account prices $59 monthly.

4. Typeform

Typeform market research tool

Typeform is one other survey-based market analysis software and an alternative choice to SurveyMonkey. It advantages from a extra user-friendly design with a bunch of pre-made templates, making it straightforward to create kinds and on-line surveys that you could ship to prospects. Typeform drives greater than 500 million digital interactions yearly and integrates with a whole bunch of different apps.

You possibly can format questions in a number of methods, together with multiple-choice, scale scores, and open-ended solutions—excellent for accumulating quantitative and qualitative information. You possibly can even use conditional logic to alter the construction of your survey primarily based on a respondent’s solutions.

The respondent expertise can be completely different. In contrast to different survey instruments, respondents are solely proven a single query at a time. This makes for a extra user-friendly and fewer intimidating expertise that may improve the variety of responses.


  • straightforward to make use of
  • respondent-friendly
  • sturdy information visualization
  • mobile-optimized


  • lack of buyer assist
  • information reporting isn’t wonderful


Restricted free plan out there. Premium plans begin from $25 monthly billed yearly.

5. ​​Buzzsumo

Buzzsumo market research tool

Consider Buzzsumo because the content material advertising and marketing and social media market analysis software. It analyzes over 8 billion articles and 300 trillion social engagements, so you possibly can see which subjects or sorts of content material obtain essentially the most engagement, what’s getting shared on social media, and discover influencers who may also help improve the attain of your content material.

This makes Buzzsumo an extremely efficient market analysis software for any marketer trying to put collectively a content material advertising and marketing technique. There’s no must second guess what’s going to rank properly and obtain engagement when you should use Buzzsumo to see what’s getting traction in the mean time.

There are a number of methods you should use Buzzsumo. The simplest means is to make use of the software’s Content material Analyzer to seek for a subject and see which articles have essentially the most engagement. You may also arrange alerts to observe mentions of a selected optic or key phrases.


  • correct social share counts
  • nice for competitor analysis


  • doesn’t embody each social media channel
  • filtering might be higher


Free plan out there. Premium plans begin from $99 monthly.

6. Qualtrics

Qualtrics market research tool

Qualtrics is an all-in-one market analysis software. From creating superior surveys to segmenting markets and analyzing information, Qualtrics does all of it. Create your personal survey to assemble information or add an present information set and Qualtrics will run statistical checks and apply visualizations that can assist you collect insights.

There’s no must spend time discovering respondents in your surveys, both. You should use the platform to discover a consultant pattern of your target market and have them fill in your survey.

There’s even on-demand coaching that can assist you get essentially the most from the platform.


  • straightforward to construct surveys
  • glorious information reporting


  • software program has a steep studying curve
  • restricted customization of surveys


Plans begin from $1500 each year.

7. Qualaroo

Qualaroo market research tool

Qualaroo is a complicated buyer survey software that helps you ask the proper questions on the proper instances. What separates Qualaroo from different survey instruments is that you could embed surveys into your website, permitting you to catch customers in real-time, with context. That makes their responses considerably extra beneficial and insightful.

Creating surveys is straightforward because of a variety of templates and customization choices. Analyzing and reporting outcomes can be a breeze courtesy of the platform’s AI-powered analytics software. There are additionally tons of different options like dozens of reply sorts, branching questions, and automated language translation.


  • straightforward to create and deploy surveys
  • analytics reduces reporting time
  • straightforward to study


  • pre-built templates could be generic
  • dashboards might be improved


Plans begin from $80 monthly.

8. BrandMentions

BrandMentions market research tool

BrandMentions is one other social media monitoring platform just like Buzzsumo however with a better emphasis on social media. It estimates it at present analyzes billions of social media mentions for over 10,000 corporations.

You should use the software to shortly perceive social media customers’ opinions on virtually any matter. Merely seek for a key phrase, and BrandMentions will show the latest social posts in addition to the context through which it was used. So not solely do you see what individuals are saying, you perceive the broader sentiment across the matter.

The software additionally exhibits a variety of different metrics, together with how many individuals view the subject every day, how many individuals have interaction with the subject, and which days the subject traits on.


  • nice for social media analysis
  • can be used for model monitoring
  • intuitive UX


  • could be time-consuming to automate studies
  • solely analyzes social media information


Plans begin from $99 monthly.

9. Gartner

Gartner market research tool

World analysis and advisory agency Gartner is a heavyweight in terms of market analysis. The corporate has three core companies (trusted insights, strategic recommendation, and sensible instruments). We’re solely going to deal with its trusted insights providing right here.

Trusted insights supply an unbelievable quantity of detailed, verified, and peer-driven analysis. It’s a improbable method to determine traits in your trade, spot gaps out there, and uncover different insights to energy your online business.

These studies are at one other stage in comparison with different analysis groups. Gartner boasts over 2,000 analysis specialists and several other proprietary analysis methodologies to ship goal and unmatched insights.


  • unmatched insights
  • unbiased information


  • very costly


Plans begin at $30,000.

10. Tableau

Tableau market research tool

Tableau is a enterprise intelligence suite centered round information visualization. You possibly can connect with virtually any information supply and Tableau will remodel that information into stunning visible studies that make it straightforward to investigate and share with stakeholders.

You don’t must know any code to make use of Tableau, and the software makes it straightforward to be as broad or granular as you want with information evaluation. Import information from tons of various information sources, like PDFs, spreadsheets, and Google Analytics.

Tableau is a trusted market analysis software for a number of the nation’s largest corporations, together with Verizon, Lenovo, and Charles Schwab.


  • greatest visible information reporting software
  • acts as a central repository for information
  • analyzing information is straightforward


  • could be sluggish to add massive information sources
  • requires you to supply your personal information


Tableau Explorer begins at $42.

11. Ubersuggest

Ubersuggest market research tool

Ubersuggest is without doubt one of the greatest instruments for doing search engine marketing and PPC-focused market analysis. Full transparency, it is a software I created, however I might suppose it’s fairly superior even when I didn’t make it.

Put a phrase into the search bar and it’ll offer you a listing of different related key phrases individuals are trying to find, together with search quantity and a problem rating. You may also enter your personal area or that of a competitor to determine areas for enchancment.

It’s an incredible software for figuring out the dimensions of a possible market, how aggressive that market is and what probability you might have of rating in it. You may also use it to get the low-down on a competitor and discover out which audiences they’re concentrating on.


  • nice UX
  • among the finest market analysis instruments for digital advertising and marketing
  • wide selection of reasonably priced plans


  • restricted to search engine marketing and PPC information


Ubersuggest has a free plan that enables for 3 key phrase searches a day with restricted insights.

Paid plans begin at $29 monthly or $290 for lifetime entry.

Market Analysis Instruments Regularly Requested Questions

What are the first market analysis methods?

There are 5 primary methods for conducting major analysis: surveys, one-on-one interviews, observational research, focus teams, and area trials.

What can I uncover with market analysis?

The very best perception from market analysis is the invention of a related and actionable perception about your goal market you should use to enhance your providing or affect your advertising and marketing efforts.

Are market analysis instruments value the price?

If you’re on a price range, there are many free market analysis instruments out there. Nonetheless, the very best market analysis instruments value cash and supply entry to extra information and extra capabilities that may improve the effectiveness of your market analysis.

Why is it vital to do market analysis?

Market analysis uncovers vital details about your online business and goal market that may spotlight alternatives for your online business that will in any other case be missed.

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There are five main techniques for conducting primary research: surveys, one-on-one interviews, observational studies, focus groups, and field trials.

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Market research uncovers important information about your business and target market that can highlight opportunities for your business that would otherwise be missed.

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It’s important to survey your customers because they are the ones who are buying your products or services. Surveys highlight buying motivations and customer pain points. Check out some examples of survey questions to help you get started. Here are some to think about:

  • What’s your biggest challenge in___?
  • What level of expertise do you have in ___? (Beginner, intermediate, or expert?)
  • What’s your preferred method of learning (reading, listening, watching, practicing, others)?


Conclusion: Market Analysis Instruments

Market analysis instruments are a useful method to discover out precisely what your target market is pondering. Whether or not you employ free market analysis instruments or paid market analysis instruments, you possibly can uncover loads of insights that may have a transformative impact on your online business.

Cease making uninformed selections and begin taking time to grasp your prospects and use that data to tell your advertising and marketing technique.

What are your favourite market analysis instruments?