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25 Tools & Resources for Conducting Market Research

Published: April 30, 2024

Conducting market research pulls details together to help you choose new products or services to launch. They also help identify your audiences and best marketing strategies so you are ready to act without the guesswork.

Businesses use market research software to minimize risk and make more data-driven choices.

I own a small business, and by gathering facts and opinions, I can better predict whether new products or features — and for more prominent companies, even locations — will succeed before investing.

Here are 25 of the best tools for conducting market research, including a few recommendations directly from HubSpot market researchers and bloggers who use them.

Helpful Market Research Tools & Resources

1. similarweb.

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Similarweb is probably the highest quality, most well-known, and most convenient way to get and compare traffic information about any website you land on — short of having an expert analyst whispering in your ear, which could get awkward. Their free suite of products — including the Chrome extension — is worth exploring and gives you useful, high-level information. The deep insights come from taking advantage of their database of real-world information on global website performance gathered over time, which they’ve already been building for over 10 years. They have their finger on the pulse of online business worldwide, from sales to sites to stocks.

Microsoft, Amazon, and even Google use Similarweb and the insights they provide on other enterprise-level operations down to small businesses. If you want to know how your company stacks up and then initiate a robust research and marketing campaign, these are serious tools that can help you grow.

What I like: One of their add-ons is called App Intelligence, and it can benchmark your growth and track your progress against millions of apps — for both iOS and Android — and provide daily insights on app rankings, engagement, retention, and more.

Pricing : Starter plans cost $125 per month paid annually; professional plans cost $333 per month billed annually; team and enterprise plans have custom pricing.

For Max Iskiev , market research analyst at HubSpot, one research tool stands out from the rest: Glimpse.

He told me, “Glimpse is my favorite research tool. It’s quick and easy to use, allowing me to design and launch short surveys for real-time insights on trending topics.”

Writers for the HubSpot Marketing Blog have also used Glimpse to run short, 100-person surveys for articles (case in point: Are Sales Reps Rushing Back to the Office? ).

Not only is Glimpse valuable for doing quick pulse-checks on the latest trends, but it also leverages the power of AI for even deeper insights.

“Glimpse really shines when it comes to open-ended questions, using natural language processing and AI to analyze emotion and sentiment, saving time, and offering invaluable insights,” Iskiev shared.

Best for: Those who can invest in AI tools for their businesses but don’t need a decade’s deep dive like users of Similarweb might.

Pricing : Starter Plan - Free; Professional - $500/month; Advanced - $1,000/month; Enterprise - custom pricing.

3. BuzzSumo

BuzzSumo offers several highly useful tools that work best as a content research tool for mid-size businesses and up. If you need many ideas for a whole lot of content, BuzzSumo is likely a good fit for your company.

Their monitoring tools can alert you to new content that relates to your keywords of choice.

This is smart for writers, content strategists, and those who manage writers and content strategists to stay on top of trends in what consumers want to know more about within your industry — so you’re right there to provide it.

BuzzSumo also gives you access to reporting tools that stream various sources of information to your dashboard, making it easy to keep up with developments and build visual assets to communicate about them.

You can find major influencers — worldwide — through BuzzSumo that fit your brand to sponsor and collaborate with.

Unfortunately, BuzzSumo doesn’t integrate well with Instagram, so you’ll want to focus on influencers that use other social channels unless you’re willing to do IG work on the side.

What I like: Their Chrome extension is a nice addition to their offerings for companies that work with freelancers and remote workers to take the work on the move.

Pricing: Free 30-day trials are available. Content creation plans cost $199 per month; PR and comms plans cost $299 per month; suite plans cost $499 per month; and Enterprise plans cost $999 per month.

4. Answer the Public

Answer the Public is a sister product to UberSuggest, both being brainchildren of Neil Patel.

Answer: the Public watches what people are searching for and lets you keep track of how things change over time. By studying the changes, you can be at the front of trends — positive or negative — so you can respond to the changes quickly.

It’s billed as an excellent tool for public relations professionals to give them a heads-up on how their company is faring in the public eye.

If you fall on the wrong side of public sentiment, you can be right on top of salvaging the situation and making improvements to regain trust.

If you’re doing something right and see gains in positive engagement, you know to keep up what you’re doing and may even want to expand upon it.

Great examples of what organizations have done with information like this include Wendy’s ongoing roasts and savage clapbacks on social media.

The Oklahoma Department of Wildlife Conservation’s hilarious insistence on not bringing mountain lions in the house also nabbed engagement by the truckloads (of corgis).

What I like: I like that Masterclass videos are available. They make sure to include lots of opportunities to learn how to best use their products and get maximum value from the suite.

Pricing : Individual plans cost $9 per month; pro plans cost $99 per month; expert plans cost $199 per month. Lifetime Pricing is available. Individual lifetime plans cost $99, pro lifetime plans cost $199; and expert lifetime plans cost $1,990.

5. GrowthBar SEO

GrowthBar SEO is all-in for AI. If your leadership wants a slice of the AI action at work in the company’s market research, this might be the tool to reach for.

It uses ChatGPT-4, and the peer-to-peer review site G2 ranked it the #1 AI writing tool for SEO in 2022 and 2023.

What sets it apart is that the AI writing assistant doesn’t just compile and give word to information it finds online.

It offers selections of relevant keywords, titles, headings, industry standard word counts, and link suggestions that you can choose from as you move through the outline.

They also include tools for keyword research, keyword ranking, and information about your keyword competitors. And because Google search is incorporated into the suite, you can do most, if not all, of your writing work on one screen.

Pro tip: As with all AI content, you’ll need a writer to bring the content to life by fact-checking information, adding unique or inside perspectives, meaningful quotes, and many other values that make the content rich to read.

GrowthBar SEO knows this, and you can source freelance writers there as well!

Pricing : A seven-day free trial is available. Standard plans cost $36 per month; pro plans cost $74.25 per month; and agency plans cost $149.25 per month.

6. Statista

Statista is a data visualization website that takes data from reputable reports across the web and makes them easy and digestible for researchers, marketers, and product creators just like you.

“Statista is like my market research sidekick, giving me all the data I need without the endless search. No more digging through the haystack. With Statista, I can spot trends and make informed decisions with ease," Icee Griffin , market researcher at HubSpot, told me.

One neat aspect of using Statista is that the same chart is updated as the years pass. Say that you want to allude to the value of the beauty market in your proposal.

If your investor accesses that same graph a year from now, it will reflect updated numbers. Statista finds the most recent research to update their visualizations.

Pro tip: Statista doesn’t carry out original research, but does have around 100 analysts who seek out gaps in their resources to provide ever more useful, trending data.

Pricing : Basic plans are free. Starter plans cost $199 per month, billed annually. Professional plans cost $959 per month, billed annually.

7. Think With Google Research Tools

Wish you had information on your product’s likelihood of success?

Think With Google’s marketing research tools offer interesting insights on whether anyone is looking for your product ( Google Trends ), which markets to launch to ( Market Finder ), and what retail categories rise as the months and seasons pass ( Rising Retail Categories ).

If you’d like to market your product through YouTube, the Find My Audience tool allows you to investigate what your potential viewers are interested in and what you should discuss on your brand’s YouTube channel.

What I like: Free and incredibly useful in my experience, small and newer businesses really benefit from having tools like this to conduct market research and get their growth rolling.

Pricing : Free

8. Census Bureau

The Census Bureau offers a free resource for searching U.S. census data.

You can filter by age, income, year, and location. You can also use some of its shortcuts to access visualizations of the data, allowing you to see potential target markets across the country.

If you’re considering a highly competitive product or service, you can easily find out where your target industry is most popular — or where the market has been oversaturated.

Another helpful tool is the Census Bureau Business and Economy data , where you can also target premade tables depending on your industry.

Pro tip: The text information on each screen can be overwhelming, so here’s a shortcut for you. One of the best ways to use this tool is by finding the NAICS code for your business.

Then, access the " Tables “ tool, click ”Filter" on the sidebar, and search for your industry.

9. Make My Persona

HubSpot’s Make My Persona tool allows you to create a buyer persona for your potential new product. In this tool, you pick a name for the persona, choose their age, identify their career characteristics, and identify their challenges.

This allows you to pinpoint both demographic and psychographic information.

Creating a buyer persona is an early step in the marketing process but an important one to avoid scope creep.

If you’re unsure about details like these and how to use market research tools for your business, let me recommend Hubspot’s Market Research Kit .

It’s completely free and helps you build a strong foundation for data-driven decision-making in your future marketing strategies.

Best for: Make My Persona is best suited to B2B product launches because you’ll be prompted to document your buyer persona’s career objectives and role-specific challenges.

Ideally, your product would solve a problem for them in the workplace or help their company achieve revenue goals.

10. Tableau

Tableau is a business intelligence suite of products that allows you to “connect to virtually any data source.” But the data isn’t presented in unreadable tables.

Rather, Tableau helps you visualize this data in a way that helps you glean insights, appeal to external stakeholders, and communicate the feasibility of your product to potential investors.

You can visualize data on anything from corn production in tropical climate zones to office product sales in North America. With Tableau’s tools, you can take as granular or as general a look you’d like into potential marketplaces and supplier regions.

What I like: Visual information for humans and pure data for the machines all in one. Tableau integrates well with spreadsheets and databases so that you can export Tableau data to Excel , back up records in Amazon Redshift, and more.

Pricing : Tableau Viewer plans cost $14 per user each month when billed annually. Tableau Explorer plans cost $42 per user each month when billed annually. Tableau Creator plans cost $75 per user each month when billed annually.

11. Paperform

A market research survey is an effective way to better understand your target audience and their needs by asking them directly.

This step is integral to understanding your dream customers’ problems, so you want to ensure the process is as interactive as possible and gathers objective, accurate responses.

With its free-text interface, Paperform is as simple as writing a Word document. You can make your survey stand out by customizing colors, fonts, layouts, and themes to create your unique look and feel.

There are 27+ question field types, such as ranking, matrix, or scale fields. Use several to create visually engaging surveys that collect more information and see higher completion stats.

If you’re unsure where to start, you can use one of their expertly-made questionnaires or market research survey templates to get you started.

Best for: In my experience, Paperform is able to efficiently incorporate multiple customer personas. It uses conditional logic to show or hide questions or whole sections of content to create fully personalized paths.

These interactive forms lower drop-off rates and boost customer interaction.

Pricing: Essentials plans cost $29 per month. Pro plans cost $59 per month. Business plans cost $199 per month. For enterprise pricing, contact Paperform’s sales team.

GWI is an on-demand consumer research platform that makes audience research a breeze. Powered by the world’s largest study on the online consumer base, GWI provides insights into the lives of over 2.8 billion consumers across 50+ markets.

With 250k+ profiling points, you can find your unique customers and learn everything you need to know about who they are, what’s on their minds, and what they’re up to.

One user-friendly platform makes it quick and easy to become an expert on your audience and capture the answers you need to succeed.

Pro tip: GWI even has features to compare markets and create customized and shareable charts in seconds, helping you distribute critical information as quickly as you find it.

Pricing : Explore Interactive Demo for free; Flexible and custom pricing with discounts available.

13. SurveyMonkey

SurveyMonkey is a powerful tool for creating in-depth market research surveys that will help you understand your market and consumer preferences.

With this tool, you can create targeted, uber-specific surveys that help you collect answers that pertain specifically to your product.

While using a data source can give you a general overview of your target audience and market, SurveyMonkey can help you get more granular insights from real consumers.

SurveyMonkey offers dedicated market research solutions and services and a reporting dashboard option that allows you to easily parse through the results.

What I like: I like that SurveyMonkey is a good fit for exploring markets beyond your shores. It includes a global survey panel and survey translation service for international research.

• Individual plans: Advantage annual plans cost $39 per month. Premier annual plans cost $119 a month. Monthly plans cost $99 per month.
• Team plans: Team advantage plans cost $29 per person each month. Team premier plans cost $75 per person each month.
• Enterprise pricing is available upon request.

14. Typeform

Like SurveyMonkey, Typeform allows you to run research surveys to get direct answers from your target consumers. It’s an easy-to-use, mobile-optimized form-builder that’s great for market research.

Typeform’s distinguishing factor is that it shows viewers one form field at a time. In its templates, Typeform encourages a more conversational, casual approach (like in its market research survey template ).

You can create a wide range of question types, and other features include the ability to recall answers from previous questions and create logic jumps.

In a survey, you’d want to collect both demographic and psychographic information on your customers to understand their purchasing behaviors and the problems they encounter.

The goal is to find out if your product is the solution to one of those problems — and whether, before launching, you should add more features or rethink your product positioning strategy .

Best for: I think Typeform is best for product launches that target a younger demographic.

If you’re targeting C-suite executives at established firms, consider a more formal option, such as SurveyMonkey, or keeping your tone more formal in your questions.

Pricing : Free plans are available. Basic plans cost $29 per month. Plus plans cost $59 per month. Business plans cost $99 per month. Enterprise plans are available upon request.

15. PureSpectrum Insights (Previously Upwave Instant Insights )

PureSpectrum acquired Upwave Instant Insights in 2021 and rebranded as PureSpectrum Insights.

As before, this platform is primarily a consumer research tool. While it isn’t advertised as a survey creation tool, it allows you to launch market research surveys specifically to get consumer insights.

PureSpectrum allows you to perform customer and market segmentation and also to visualize your data for easy scanning by key stakeholders and investors. They’ve grown to include A/B testing, brand tracking, and customer sentiment.

Pro tip: PureSpectrum distributes your survey to real people. Take a look at their marketplace profile to get a sense of where and from whom you can collect valuable data.

Pricing : Schedule a demo for more information.

16. Claritas MyBestSegment

Claritas MyBestSegment provides product researchers with tools to understand a specific area’s demographic information as well as the lifestyle habits of those who live there.

Their audience segments give you information gleaned from tens of thousands of data points, giving you insight into much more than just household income, employment, and education levels.

By finding out what a segment of the population does — without having to go out and survey them — you can find out which areas would be most receptive to a campaign or launch.

You can also discover which competitors are located nearby and which lifestyle trends have shifted or are on the rise.

What I like: I like that they are able to do some of the leg work for you. Syndicated Audiences is a tool available from Claritas for finding an organized audience of consumers who are more likely to be interested in your products or services.

Pricing : Pricing is available upon request.

Loop11 is a user experience testing platform that allows you to test the usability of your website, study user intent, test the information architecture of your site, and examine how the user experience changes based on the device they’re using.

Loop11 tests your site on any device by making users perform tasks. They then complete a short question about how easy or difficult the task was to complete.

Your product may be phenomenal, but unless consumers can actually buy it through your site, your launch won’t be successful.

You can use Loop11’s participants for niche demographics or bring in your own to learn more about your current customers.

Best for: Market research for your site development. You can find out whether your target consumers find your site easy to navigate and also identify snags that prevent conversions.

Pricing : Rapid Insights plans cost $199 monthly or $179 per month, billed annually. Pro plans cost $399 per month or $358 per month, billed annually. Enterprise plans cost $599 per month or $533 per month, billed annually.

18. Userlytics

Like Loop11, Userlytics allows you to test the usability of your website, mobile app, and site prototype. You can target different devices, define a buyer persona, and disqualify participants based on screening questions.

Testing is based on tasks that your test-takers carry out. They then answer a simple question about the difficulty of the task. You can structure the question in various ways:

You can leave it open-ended, provide multiple choices, or ask for a rating. Other formats you can use include System Usability Scale (SUS) questions, Net Promoter Score (NPS) questions, and Single Ease Questions (SEQ).

What I like: Userlytics performs both a webcam and a screen recording. You can compare the user’s answers with their reactions on video to understand how they feel when they’re interacting with your assets.

Pricing : Schedule a free demo for more information.

Sometimes, you need a no-frills test to take the pulse of consumers. Temper allows you to create a question and pop it onto your website, into your emails, etc.

The smiley face, “meh” face, and frowny face make it easy for viewers to share their feelings — and for you to read their minds.

You can also add it to a product page or a landing page, tailoring the questions to fit your offerings.

As for what you see, there are three options for receiving the feedback: in a tab on each page you are monitoring, embedded in the web page itself to narrow in on aspects within the page, or at the bottom of emails so you can get real-time information as the interaction unfolds.

Pro tip: One great way I’ve seen this used is by adding it to a blog post announcing the launch of a new product. You can find out general sentiment toward the product before it even launches!

Pricing : Hobby plans cost $12 per month. Pro plans cost $49 per month. Business plans cost $89 per month. White label plans cost $199 per month.

20. NielsenIQ (NIQ)

NielsenIQ (NIQ) is a retail and consumer intelligence consultant that works with you to collect consumer insights, identify the best distribution channels for your product, and create a range of products to address the needs of your target buyers.

This service helps you look at your product launch from all angles, delivering forecasting data that predicts how your sales will perform upon launch. NielsenIQ can also run consumer insights surveys on their list of panelists and partners.

NIQ now offers a service called Byzzer to help small businesses with fewer resources. It opens a door for market research reporting, in-person events, and consulting at a lower cost than the full NIQ suite.

Best for: I think Byzzer can be a helpful and affordable option for smaller businesses, but because NielsenIQ operates like a consultant and not as a self-service software, it is a better option for established firms with a bigger product launch budget.

Pricing : Pricing is available on request.

21. Ubersuggest

Don’t be intimidated by the visually text-heavy Ubersuggest. It really is an easy tool for doing keyword and content research. You just input a phrase, and it’ll create a list of keyword suggestions.

You can also see top-performing articles and pages to better understand the types of content that rank for those keywords.

This tool is useful for market research because you can see who your top competitors are, how often your product is searched for, and whether there’s enough space in the market for the type of product you’re launching.

You can also find out the questions your target audience asks in relation to the product. Each of these questions can be turned into an informative blog post that can guide your audience, increase your brand authority, and drive conversions.

Pro tip: If you want a quick look at the results you can get, head to their website and do a search — just know that you only get one glimpse before they make you register. Alternatives to Ubersuggest include Moz , Ahrefs , and SEMRush .

Pricing : Free seven-day trials are available for all three tiers. Individual plans cost $29 per month. Business plans cost $49 per month. Enterprise and agency plans cost $99 per month. Add-ons are available at $5 each. Lifetime memberships are also available.

22. Pew Research Center

From economic conditions to political attitudes, social media usage to food science, the Pew Research Center website has loads of free research that you can use to better understand your target markets.

Be careful with your curiosity, though. It’s a gorgeous trap of interesting information that can drain your day away — but so happily.

I that Pew Research Center integrates visual data directly into the text — and we’re not talking about a chart or image spliced in.

The site has hundreds of interactive articles that allow you to filter and sift through the data for more granular, targeted insights while also making dense information easier to understand.

Their research topic selection is delightfully vast. Click the top left tab for “ Research Topics.” Then, there is a link to their “ Full Topic List .” Once there, each topic cluster has a “ More ” option.

What I like: As a writer in digital marketing, I am always on the hunt for targeted and nutritious quotes and insights. I love that you have access to what research participants actually had to say below the Pew Research articles.

It’s a stellar feature for building compelling presentations. The quotes are tagged, too, so you can sort quotes more specifically on various concepts or groups related to the research.

Here’s an example article — scroll to the In Their Own Words section at the bottom to check it out.

23. SocialMention (Part of BrandMentions)

SocialMention is a part of BrandMentions focused on social media monitoring. The platform helps you understand what your prospective customers are buzzing about online.

Search for a keyword, and SocialMentions will show you recent social posts that contain that keyword, along with the context of its usage.

After subscribing to the platform, you’ll also get other metrics such as Reach (how many people view the keyword per day), Performance (how many people engage with the keyword per day), and Mentions by Weekday (when people mention the keyword).

One way to use this tool for market research is by finding out what time of day or night people are looking for your product on social media sites.

Let’s say you’ve developed a sleeping aid app and learn through SocialMention that most people look for sleeping aid apps at 2:00 AM. When you start announcing your product, you will need to schedule your post around 2:00 AM.

Pro tip: Another useful tool you’ll have access to is sentiment analysis on your keywords. It allows you to find out how people are generally feeling about the type of product you’re launching.

That way, you can refine the tone of your campaigns.

Pricing : Growing business plans cost $79 per month. Company plans cost $249 per month. Enterprise and agency plans cost $399 per month. All prices are billed annually.

24. Qualtrics Market Research Panels

Qualtrics takes away the hassle of finding respondents for your market research surveys. They provide an online sample service so you can access real, live human thoughts without having to actually manage any humans.

It’s an introverted marketer’s dream come true!

Once you’ve identified your target audience, head on over to Qualtrics and sign up to access a representative sample.

You can then use Qualtrics’ built-in platform to start gathering insights and information from the people whose pain points you might be able to help solve.

Pro tip: You can actually choose between Qualtrics’ built-in platform or using your own chosen survey software . Sometimes, you’re already familiar and comfy with one system or need to hustle with a program you know — Qualtrics lets you pick.

25. ProProfs Qualaroo

Qualaroo is an advanced user and market research tool that helps you understand your specific market with targeted surveys.

You can run surveys on over six channels at once — such as website, app, product, social media, and email — to get a 360-degree view of your existing and potential customers.

It comes packed with features like question branching, 12+ answer types, automatic survey language translation, in-depth audience targeting, pre-built survey templates, and an extensive repository of professionally designed questions.

You can create various market research surveys in minutes to collect data on the demographic, psychographic, and behavioral traits of your target audience.

It can help you map customers’ expectations and preferences, create customer personas, and perform audience segmentation.

Qualaroo also promotes quick feedback analysis. Its in-built AI-based sentiment analysis and text analytics engine automatically categorizes the responses based on user moods.

It also highlights the key phrases and words in real time, saving hours of manual work.

What we like: In my experience, you can get an awful lot done with just this one source for conducting market research. I like it for its rare combination of tool inclusivity and affordable pricing — it’s definitely a solid source to start with.

Pricing : Omni channel plans for up to 50 responses are free. Omni channel plans for businesses up to 100 responses cost $19.99 per month, billed annually. Email surveys up to 50 responses are free.

Email surveys for businesses up to 100 responses cost $9.99 per month, billed annually.

Conduct Market Research for a Successful Product Launch

Conducting market research is essential to a successful product launch to market.

With the tools I’ve just introduced you to, you can find out who’s looking for your product, why they need it, and how you can better market whatever you’re looking to launch.

Editor's note: This post was originally published in April 2016 and has been updated for comprehensiveness.

Don't forget to share this post!

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Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Think Insights now includes research from 21 countries

May 15, 2012

[[read-time]] min read

Whether you’re a marketer in Milan or a planner in Pretoria, you can now get your hands on more Google research and tools to help you better understand your audience and how consumer behavior is changing. Our Think Insights website has just expanded to cover 21 different countries across Europe, the Middle East and Africa.

Think Insights can help you understand your customers better, develop your digital strategy, find data to support a business case, stay on top of the latest consumer and industry trends and get insights directly from industry thought leaders. Here are just a few examples of what you can do on the updated site:

• Access our  research library  of studies and whitepapers from across 21 different countries. You can search for research by country, sector, marketing objective or media type.
• Use the  Insights MENA  tool to explore the media habits of consumers in the Middle East and North Africa, or do the same for consumers in Sub-Saharan Africa with our  Insights Africa  tool.
• Watch new videos on the  consumer journey , with information on behaviors such as “research online, purchase offline” (ROPO).

Introducing Think Insights

Visit  Think Insights  to see how the site can help you, and follow  Think with Google  on Google+ for ongoing updates.

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13 Market Research Tools: Best in Class for 2023

Most market research tools are designed to make it quicker and easier to find relevant data . Whatever the market, product, or purpose, the right research tools can do just that.

But, let’s be honest, some do it far better than others.

Whether you’re an enterprise firm with complex needs and a budget to suit or a smaller business needing free market research tools, read on to discover which online tools for market research are hot right now.

Note: The top market research tools list has been collated using review platforms like G2 , along with direct feedback I collected from over 500 business leaders in June, 2o22.

#1 Best overall market research tool: Similarweb Digital Research Intelligence

Most-loved feature: The Benchmarking tool

We might be a little biased, but this really is the fastest way to see how you measure up against competitors in any sector or location. Analyze market leaders and rising stars to unpack and track their digital success instantly.

Quick Explainer

Similarweb Research Intelligence is a single source of truth for the online world. Giving any business the ability to quickly analyze the online aspects of any industry or market in an instant. It displays critical insights in a way that makes it easy to view trends, competitive performance, audience insights, growth opportunities, and more. It’s the only market research analysis tool that brings together data from desktop, mobile web, and apps to provide a complete view of the digital landscape.

Key abilities

• Competitive benchmarking
• Market research
• Company research tool
• Audience analysis
• Consumer journey tracker
• Mobile app intelligence

Freemium Version: Yes, there is a lite version of the product that provides limited data for a single user, and a single location.

Free Trial: Yes, there’s a 7-day trial available. Try it out here .

Ongoing Subscription: Yes, you can pay monthly or annually for a subscription. Different levels are available, and each package is tailored. Review pricing and plans for Similarweb here.

Like what you’ve seen so far?

See our market-leading digital research tool in action in this quick 2-minute clip.

#2 Best free market research tool: Think with Google

Most-loved feature: Find my Audience

A way to discover new audiences on YouTube based on things like habits, interests, and intended plans to purchase.

Think with Google is a suite of digital research tools that curate resources from a huge pool of data across the web. It presents them as insights that aren’t typically available elsewhere. It’s a unique way to view trends, insights, and stats. Data isn’t offered in real-time but serves more as a library of figures and facts that take the form of articles, videos, interviews, case studies, and more. In addition to being a place people can go for forward-looking perspectives and data, there are several tools designed to help marketers.

Key functions

• High-level insights into most local or national markets
• Behind the scenes look at cross-platform digital campaigns
• Consumer insights
• Deck-ready stats (not in real-time)
• A range of tools to inform marketing objectives and actions

Freemium Version: The entire suite of market intelligence tools is free.

Free Trial: As a free market research tool, no trial is needed.

Ongoing Subscription: You can subscribe to a newsletter, but not the product.

#3 Best digital research tool for content and FAQ development: Answer the Public

Most-loved feature: Search listening alerts

A pro feature that sends you weekly emails that indicate how search behaviors shift over time. It takes the specific phrase or keywords you’re tracking in the platform and updates you weekly.

Quick Explainer 

Discover the questions people are asking online about key terms, products, or services. It’s designed to help content teams and website owners develop new content ideas, and relevant FAQs that are based on the types of queries people ask online.

• Track important keywords and phrases
• Get weekly emails about changes in search behavior
• Enter any keyword to uncover relevant questions or search terms
• Folders to help organize your research

Freemium Version: Yes. You get a limited number (3) of searches per day.

Free Trial: No.

Ongoing Subscription: Yes. You can pay monthly or annually for this service. Pay-monthly fees are a flat rate of $99. Discounts are offered for yearly subscriptions.

#4 Best tool for market research surveys: SurveyMonkey

Most-loved feature: Question bank

A library of hundreds of questions, pre-written by survey methodologists.

As far as market research surveys go, it’s the leading online research tool for surveys worldwide. With plans to suit the individual through to the enterprise, it’s a feature-rich, easy-to-use platform that encompasses creation, collection, and analysis under one roof. Surveys are optimized for any device and integrate with platforms like Zoom, Salesforce, Marketo, and more.

Key functions 

• Create and send unlimited surveys, quizzes, and polls
• Pop-up online surveys
• Mobile app access to create, send and analyze surveys on-the-go
• Team collaboration function (unlocked with a team plan)
• Survey builder
• Customization and branded surveys (available with advantage or premier plans only)

Freemium Version: Yes

Free Trial: Occasionally, free trials are offered for premium plans.

Ongoing Subscription: Yes, you can pay annually or monthly. There are three different plans to choose from, ranging from $25 to $129 per month.

Helpful: Check out our blog and see 18 different ways to use market research surveys .

#5 Best online research tool for marketplaces: Similarweb Shopper Intelligence

Most-loved feature: Cross-shopping analysis

Cross-shopping analysis shows you how loyal a segment of customers is to a brand, along with what other brands they browsed or bought from. Uncover competitors and discover new partnership opportunities; these are game-changing insights if you sell on any marketplace.

Similarweb Shopper Intelligence is a type of online market research tool that helps you uncover and analyze browsing and buying behavior across marketplaces. Using its data, businesses can track category, product, and brand performance with ease. It helps ecommerce organizations to detect potential threats, unearth new product or category opportunities, discover new potential partnerships, and optimize search strategy and performance.

• Monitor consumer demand for any product, brand, or category
• Retail search strategy optimization
• Consumer behavior insights
• Track cross-shopping, loyalty, and purchase frequency
• Analyze brand awareness

Note: This solution uses a unique data methodology via multiple networks and partnerships. At the time of writing, there is no other consumer behavior insights tool for market research that offers this quality of data for marketplaces.

Freemium Version: No.

Free Trial: Yes. There is usually a 7-day trial available here .

Ongoing Subscription: The price is determined by things like the number of categories and/or domains you want to access. Each quote is customized to a client’s specific needs.

Want to know a little more?

Watch this quick clip to see the best ecommerce digital market research tool in action.

#6 Best market research tool for brand tracking: Latana

Most-loved feature: MoE (margin of error) Readings

To deliver transparency on data confidence levels, Latana’s dashboard includes a feature that allows clients to toggle-on, or toggle-off, margin of error (MoE) readings on all data points. These are highlighted using a traffic-light system of confidence (red=low confidence, orange=medium confidence, and green=high confidence). This small feature makes a big impact — it helps clients to correctly interpret the data and to visibly see quality shortcomings.

Latana is a B2C brand tracking tool that provides granular insights about online audiences. It helps organizations understand how key segments of consumers feel about brands and portrays relevant standings vs. industry rivals.

• Focus on niche consumer segments that matter to your business
• Uncover rival’s audience data and identify opportunities to grow
• Understand brand perception, and track how it changes over time
• Discover the most well-known brands in your industry
• Track rival’s brand awareness across gender, age income, location, and education
• Find out the main purchase drivers for your industry
• Infrastructure gives reach to over 6 billion smartphone users globally for representative brand opinions

I caught up with Latana’s CMO, Angeley Mullens. Here’s what she has to say about their offering.

Ongoing Subscription: Pricing for Latana isn’t available online. All packages are tailored to individual brands and their specific needs.

Enjoy 360 Visibility 24/7

Get the data you need to adapt to market changes and industry trends in an instant.

#7  Best research tool for social media listening: Hootsuite

Most-loved feature: Multi-channel insights

It’s a legacy feature, but one which makes it the best online research tool for social listening and monitoring. Having the ability to easily schedule posts, ad campaigns, and handle responses for every social media channel from within a single platform is what makes this a market-leading digital research tool.

Hootsuite continues to claim the number 1 spot on G2’s list of digital research tools for social media monitoring . It’s a tool to help you manage all aspects of business social media, across multiple channels, in a single platform. As well as being able to manage your socials, it also keeps you up-to-date with the latest trends and activities of your rival’s social media channels.

• Publish and schedule social media posts
• Measure cross-platform results
• Message management
• Social media trend analysis
• Social media ad-campaign management

Freemium Version: Yes. You can get a free version that supports 2 social accounts and 1 user.

Free Trial: Yes. A 30-day free trial is available here .

Ongoing Subscription: There are four plans; professional, team, business, and enterprise; ranging from $49-$739.

#8 Best digital research tool for prospecting: Similarweb Sales Intelligence

Most-loved feature: Insights generator tool

The insights generator shows you unique facts for your prospects and accounts; with complete visibility into their digital strategy and performance. It’s ideal for refining sales and marketing efforts while staying focused on growth.

Similarweb Sales Intelligence helps organizations find viable prospects by showing you who to reach out to, when to do it, and how to capture their attention. The lead generator tool helps you find the right prospects, and key insights help create engaging outreach emails. For sales departments, ecommerce and mar-tech sectors, this type of digital research tool can take prospecting and engagement to a completely new level; along with revenue and growth.

Key functions: 

• Lead generation and enrichment
• Digital insights for 100M+ ecommerce websites, publishers, and advertisers
• Fraud detection
• Sales engagement
• SFDC integration

Free Trial: Yes, if you would like a free trial, please request that here.

Ongoing Subscription: Prices for this digital market research tool varies depending on the package and options chosen. Grab a live demo of the product and get a tailored quote here .

Insightful : If you’re looking at market research tools for the ecommerce industry, bookmark our Ecommerce Trends and Predictions for 2023 to read later.

#9 Best market research analysis tool for data visualization: Tableau

Most-loved feature : Connects to almost any data source

As a clear market leader, and a no-brainer for larger organizations with business intelligence analytics and teams. Tableau leads the way in online research tools for data visualization. It connects to a huge range of data sources and pulls information into a highly-appealing dashboard that is designed to make it easier and faster to explore and manage data . It takes data from platforms like Similarweb, then combines it with other data sources before presenting crisp, clear, insights that have the power to shape strategies and drive key transformations.

• Lightning-fast analytics
• Smart dashboards for richer insights
• Live connection to almost any data source, with automatic updates
• Drag-and-drop style UI: easy to use

Freemium Version: No. However, students and teachers get a year’s free access to the platform.

Free Trial: Yes. You can subscribe to a free 30-day trial.

Ongoing Subscription: Most plans are offered annually, with prices ranging from $15 per month upwards. The price depends on whether you use their hosted or on-premise versions, the number of users, and the inclusion of specific plugins.

#10 Best market research tool for UX testing: Loop11

Most-loved feature: Online usability testing

This feature analyzes the usability of a website with users performing live tasks on a site. It helps you understand user behavior, and shows how and why a website is used.

Loop11 is a market research tool that provides usability testing to help organizations build better websites and products. It comes with a pack of useful features that provide both moderated and unmoderated testing, helping businesses to find the right audience to test prototypes and products. It’s designed to help you see how appealing a product is to a particular audience, determine their preferences, then build these insights into a design.

• Ability to test across multiple devices, including tablet, mobile, or desktop
• User-friendly test builder that requires no coding
• Easy-to-add surveys that collect psychographic and demographic data
• Provides useful metrics like time on task, task completion rates, and NPS
• Mapping of customer journeys during a test period

Free Trial: Yes, a 14-day trial is available here .

Ongoing Subscription: All plans come with the option to pay monthly or annually. Prices range from $199-$599 per month.

#11 Best research tool for measuring customer experience: Temper

Most-loved feature: Rating stream

See real-time feedback as customers respond to questions via website or email channels. The stream provides a detailed view of ratings, comments, locations, referrers, email addresses, and more.

Temper allows any company to find out how customers feel about their product at all times. It directly provides first-party data to a business, preventing the need to design and distribute complex surveys. It can be placed as a widget on the site or in emails, and questions are asked to gain real-time feedback from visitors and customers alike.

• Easily deploy questions across website and email channels
• Quickly spot poor experiences to identify problematic areas of a business or product
• The rating graph gives you a real-time view of results for any question asked
• Public rating wall shows how you’re performing, instilling confidence and trust
• Ratings come with open text fields to give additional context to responses
• Referrer data gives you the ability to segment feedback and relative performance
• Tracking variables let you send data with ratings, such as order numbers, user IDs, etc.
• User targeting lets you determine who sees questions and how often they see them

Freemium Version: There is no freemium version. However, their hobby plan gives you a slimmed-down version of the product and costs $12 per month.

Ongoing Subscription: Four plans are available, ranging from hobbyist to enterprise. The lowest pricing tier starts at $12 monthly, and their top-tier solution costs $199 monthly. All plans are pay-monthly, with a 60-day money-back guarantee.

#12 Best online market research tool for focus groups: Remesh

Most-loved feature: Common topics

In just a few clicks, you can view the themes and topics that are most common with your focus group across an entire session. It groups similar responses, specific phrases, and interesting responses in seconds.

Remesh facilitates live, qualitative conversations with focus groups of up to 1000 people at a time. Replicating the focus group format online delivers powerful segmentation and dynamic capabilities that speed up your time to insight and let you hold a real-time conversation at scale.

• Launch a live conversation with up to 1000 people at a time
• Organize and analyze responses in an instant
• Segment your audience based on demographic and response data
• Share visuals and text-based content with the group to get instant feedback
• The algorithm analyzes open-ended responses in real-time

Freemium Version: No

Free Trial: Yes. However, you must first book a demo with a member of their team.

Ongoing Subscription: Remesh provides custom pricing plans that can only be obtained once you’ve taken a demonstration of their platform with a member of their team.

#13 Top collaboration and documentation tool for market research: BIT.AI

Most-loved feature: Content library + smart search

While it sounds quite basic; in essence, this tool for market research professionals makes it quicker and easier to keep track, share, and store key data. Forget trawling through emails, slack, and g-docs to find files; the smart search feature helps you locate files in an instant.

A dynamic platform that helps researchers collaborate, track, share, and manage research data in a single place. This is one of the best online market research tools for those who need a place to bring together resources like websites, PDFs, articles, images, infographics, blogs, reports, videos, etc. it’s low-cost and connects to some of the most widely used tools. Being able to share multidimensional data with others, or simply keeping track of secondary market research in a single place makes it a firm favorite.

• Over 100 integrations with applications like Tableau, Miro, G-docs, Onedrive, and more
• Real-time editing and live collaboration
• Content Library
• Smart search
• Supports a huge range of content and file types

Freemium Version: Yes. Available for teams of up to 5 collaborators.

Free Trial: Yes, a free trial is available here .

Ongoing Subscription: A range of packages are available, costing between $8-$20 monthly.

Best market research tools for startups

There is another often-forgotten set of tools used for market research that are ideal for startups. If you’ve got zero budget and a little time on your hands, you can do most types of desk research for free. Sources include:

• Company reports, case studies, and whitepapers
• Research and trade associations
• Media coverage
• Internal sales or usage reports
• Academic or scientific journals
• Government and non-government agencies
• Public library records
• Competitor websites
• Educational institutions

Helpful: Check out this article about how to do market research for a startup .

Wrapping up….

With cost and time key considerations for anyone looking at tools for market research, it’s vital to choose wisely. While free market research tools are all good and well, they won’t always serve you when you’re on a deadline or require key insights on a specific competitor, market, or product.

Similarweb helps companies win in the digital world. Whatever the market, goal, or business size, its solutions are designed to help organizations understand their market and compete and beat rivals.

Take it for a test run today. Trial any Similarweb solution free for the first 7-days using this link .

Need to know more about the ROI of Similarweb? 

What are the best market research tools for secondary research?

The internet is probably the best tool for market research there is. It’s a goldmine of secondary market research data. But beware of data validity and check your information is coming from a trusted source.

What are the best market research tools for surveys?

Survey monkey is considered the best online market research tool for surveys, but key players like Typeform and Zoho follow closely behind. Budget and features usually determine the right tool for your needs.

What are the best free market research tools?

The best free tools for market research include: Answer the Public, Think with Google, Similarweb lite, SurveyMonkey’s basic plan, and Hootsuite’s free plan.

What are the best market research tools for qualitative research?

Qualitative research includes things like focus groups, open-ended surveys, case studies, and observation research. As such, the best tool for online research like this would be something like BIT.ai’s documentation and collaboration tool. Another useful tool for qualitative market research would be an online survey provider, like SurveyMonkey, Typeform, or Google Forms.

What are the best market research tools for quantitative research?

As this type of research is focused more on numbers, the best quantitative market research tools include things like Similarweb Digital Research Intelligence and Tableau. Each performs a different function but works together to collect, analyze, and present data in the most useful way possible.

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7 Google Tools to Use When Conducting Keyword Research Today

Looking to understand the latest shifts in consumer intent caused by the pandemic? Use these 7 Google tools when conducting keyword research today.

Consumer behavior is changing rapidly and unpredictably during the coronavirus pandemic.

That’s why conducting keyword research is now more important than ever to understand the latest shifts in consumer intent.

Although 100% of SEO professionals worth their salt understand how to dig insights out of Google Search Console and know which keyword tools have helped them in the past to increase traffic, rankings, and visibility in search results, this is the time to think outside the search box.

Even one new insight per fortnight can help your company or clients pivot to create more relevant content as they navigate the “new normal.”

That means taking advantage of resources that didn’t exist before March 11, 2020, when the World Health Organization (WHO) declared the coronavirus outbreak a pandemic, or using extra tools to double-check your assumptions.

Here are some places that I now visit virtually every weekday and some tools that I’ve reached for in the toolbox that I rarely used before I had to start dealing with strange things that go bump in the night.

1. Rising Retail Categories

In May 2020, Think with Google launched an interactive tool called Rising Retail Categories to help us understand:

• Fast-rising retail categories in Google Search.
• The locations where they’re growing.
• The queries associated with them.

For example, the top trending categories in the U.S. year-over-year include:

• Sprinkler controls.
• Sneeze guards.
• Household disinfectants.
• Neck gaiters.
• Protective masks.

Or, focus on the top trending categories month-over-month to discover:

• Food Container Covers (+100%).
• Crayons (+100%).
• Medical Equipment (+90%).
• Pen & Pencil Cases (+70%).
• Baby & Toddler Outerwear (+60%).

Then, tackle the top trending categories week-over-week, and examine:

• Blank ID Cards (+40%).
• Pie & Pastry Fillings (+30%).
• Play Mats & Gyms (+30%).
• Foosball Tables (+30%).
• Neck Gaiters (+30%).
• Chalkboards (+30%).

If your company or clients makes any of these products, this is your opportunity to spot a key trend and become a hero.

2. Coronavirus Search Trends

In March 2020, Google launched Coronavirus Search Trends .

There was a surge in search interest for the topic, coronavirus, from late February through early May.

Since then, search interest in coronavirus has fallen below the topic, weather, and is now roughly equal with search interest in the topic, news, but still remains above the topics of sports and music.

3. The U.S. Economy & COVID-19

Recently, Google has added a new section of its Coronavirus Search Trends that is focused on The U.S. Economy and COVID-19 .

How has the Coronavirus pandemic affected searches around the economy?

How do they compare now to searches in the past?

Scroll down the page to see search interest in the term, recession, since 2004.

And keep scrolling down to see the spikes in search interest in other terms, like unemployment benefits, food bank, food stamps, and mortgage forbearance.

Or, look at the map of the country to see where search interest in terms like debt, bankruptcy, and “can’t pay rent” are located.

4. Shopping Insights

Google launched Shopping Insights in October 2015, but I’ve rarely used the tool before the COVID-19 recession despite the fact that it enables you to see how your company or clients stack up against your competitors, and it lets you track competing products in your category.

In these “extraordinarily uncertain” times, it’s a life saver.

Now, it’s painfully obvious that this year’s disruptions are making it hard for retailers to plan for the holidays.

But, Shopping Insights helps them stay up to date on what shoppers want and follow trends in their category.

How can Google provide these shopping insights?

According to Think with Google, in 63% of shopping scenarios, shoppers go online to conduct research before they make a purchase decision, regardless of whether they end up buying online or in a store.

With daily search data for 55,000+ products, 45,000+ brands, and nearly 5,000 categories across the U.S., Shopping Insights helps you better understand customers’ shopping intent online, and make more informed merchandising and marketing decisions across online and offline channels.

For example, the top brands in the Toys & Games category, based on data from July 17 to August 16, 2020, are:

• Hot Wheels.

So, if you are planning for either Small Business Saturday or the entire Holiday Season, you know which brands to stock on your shelves.

5. Market Finder

Google launched Market Finder in November 2017, but I’ve rarely used the tool in the past.

But, it has now become a game-changer when helping clients navigate the “new normal.”

For example, I’m working with the Rutgers School of Management and Labor Relations (SMLR) to generate applications for its Online Professional Masters in Human Resource Management program.

By entering SMLR’s URL into Market Finder, I was able to calculate which regions offer the best opportunities for growth, based on key metrics for my chosen categories.

Within the United States, they are California, Texas, and Florida.

For Rutgers, which is the State University of New Jersey, this came as a major surprise, because it represents a significant shift from the geographic trends before the pandemic.

6. Google Surveys

Google Consumer Surveys was launched in March 2012. It was renamed Google Surveys in October 2016.

It’s become one of the essential tools in my toolkit for getting valuable insights into the minds of my clients’ target audiences.

If you haven’t used it yet, Google Surveys is a market research tool that gathers data from survey questions that you write.

Web users answer your survey questions in order to access high-quality content on the Google Display Network.

In turn, content publishers get paid as their users answer your questions. Google then aggregates and analyzes the responses through a simple online interface.

Yes, I also use Search Console and keyword tools. But, those tell me “what” people are searching for.

They don’t tell me “why” people are conducting those queries.

That’s why I’ve used Google Surveys multiple times to “see around corners or peek above walls,” as the toy periscope ads often say.

Only now, Google Surveys help me uncover search intent, which is much more valuable.

I have frequently used screening questions to ensure that the respondents to a particular survey represent the niche audience that my client is targeting, instead of anyone and everyone who used a search term.

And Google Surveys has enabled me to get answers within days instead of weeks with more traditional survey methods.

Oh, and did I mention that it was cheap?

No, it’s not free, but prices start of $0.10 per completed survey, although I typically pay about $1.50 per completed survey because I use surveys with 2 to 10 questions that are targeted at respondents of specific ages, genders, or locations.

For example, keyword research will generally help me select a keyword phrase to optimize the title and headline of a landing page.

But, Google Surveys will help me to ensure that the content on that landing page actually addresses the consumer intent behind the query.

Why is that valuable?

Because you can do more than generate organic search traffic.

SEOs can generate organic search traffic that converts into qualified leads or online sales.

7. Google Trends

Google Trends was launched in May 2005, so it’s the oldest tool on this list.

And many SEO professionals don’t use it that often because it doesn’t provide data on organic search volumes.

But these aren’t normal times.

And finding insights that can be processed within minutes of an event happening in the real world can get SEOs a seat at the table where strategic decisions are made.

For example, I just taught a course for the New Media Academy (NMA) on “Creating a Digital Marketing Strategy” to a group of more than 100 business professionals in the United Arab Emirates.

And one of the recent articles that I shared with my NMA class was entitled, How people decide what to buy lies in the ‘messy middle’ of the purchase journey .

It was written by Alistair Rennie and Jonny Protheroe, who both work on Google’s consumer insights team, and it was published last month in Think with Google.

Rennie and Protheroe used Google Trends to take a look at worldwide search interest for “best” vs. “cheap” from January 1, 2004, through July 1, 2020.

Now, I don’t know about you, but I’ve never done this particular comparison before.

And I was surprised to see that worldwide search interest for “best” has increased steadily over the past 16-and-a-half years, while worldwide search interested for “cheap” had decreased steadily over the same period of time.

Oh, and the Great Recession of 2007-2009 didn’t impact these trends at all.

Now, that’s in insight worth taking to the next Zoom meeting of your entire marketing team.

As your company or clients deal with these “extraordinarily uncertain” times, this is not time to create and optimize new content for “cheap.”

You should create and optimize new content for “best,” instead.

Because that’s what your customers are searching for.

And, even though we’re facing an unprecedented crisis, it’s worth remembering that a crisis represents both a threat and an opportunity for your company or clients.

That means this unprecedented crisis represents a threat and an opportunity for you, too.

That’s why this is no time to continue using the same old tools that you learned to use five, 10, or 15 years ago.

It’s time to explore some or all of the alternatives mentioned above.

Who knows, they may help your company or clients bounce back from the COVID-19 recession more quickly, or they may even help you bounce forward to your next promotion in a shorter period of time.

More Resources:

• 3 New ‘Must-Know’ Trends for Marketing
• SEO & COVID-19: How to Rank for Questions People Will Ask
• 20 Tips for Aligning SEO & PPC for Better Ecommerce Results

Greg Jarboe is president of SEO-PR, which he co-founded with Jamie O’Donnell in 2003. Their digital marketing agency has won ...

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Think With Google Research Tools

Think with google research tools is good for, # innovation , # tool , # marketing, listed in market identification, what is think with google research tools.

Is a hub of data-driven reports, guides, articles, and insights for marketers. Think with Google can help you find little nuggets of inspiration for expanding into blog posts, videos, products, and more!

These tools are designed to help improve your brand’s marketing, web performance, analysis, digital experience, and more.

Data Shorts Keep current with bite-size stories using the latest Google data.

Test My Site Test your mobile site speed and deliver a better experience.

Rising Retail Categories See fast-growing, product-related categories in Google Search.

Create with Google Use Google ad platforms for your creative expression.

Grow My Store Assess your retail website’s customer experience—and improve it.

Find My Audience Go beyond demographics to find who matters most to your business.

Market Finder Get data and insights to identify your next global markets.

Google Trends Gauge consumer search behavior with real-time search trends.

Related Market Identification Tools

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• Market Identification

# Innovation , # Documents , # Platform , # Customer Data

# Technology , # Platform , # Marketing , # Analytics

# Innovation , # Platform , # Marketing , # Surveys , # Analytics

The Home for Planners & Strategists

A goldmine of insights for UK planners

Think with Google is where Google shares its latest trends, insights and data. It’s a goldmine for planners and strategists, packed with the right content to help you achieve your objectives and work smarter. The UK version of the site is tailored specifically to UK planners and advertisers. The Planning Tools include the Consumer Barometer, providing rich insights into how people use the internet worldwide. The Case Studies reveal the stories and results of great campaigns. And hundreds of articles and infographics equip you with the latest marketing insights into industries, events and audiences.Whether you want high-level insights, deck-ready stats, creative inspiration or time-saving tools, Think with Google is a valuable resource. Start your planning at thinkwithgoogle.co.uk .

YouTube Effectiveness Guide: Turn attention into action

When it comes to attention, YouTube has it: 83% of YouTube viewers describe themselves as ‘fully/mostly’ paying attention, compared with just 58% across other social platforms.

To drive results, marketers must do more than just speak to attentive audiences. They must turn attention into action. But in a constantly evolving digital media landscape, both achieving – and proving – results can be complex, particularly when it comes to online video.

To help you get the most out of advertising on YouTube, we’ve put together this guide. While success is never one-size-fits-all, the insights and recommendations in these pages are backed by research, along with case studies from award-winning YouTube campaigns. So whether you’re looking to drive awareness, consideration, conversion, or full-funnel impact, you’ll be able to find tips and guidelines to help deliver results that matter, time and time again.

Bookmark Think with Google: Planner Spotlight

Jenny smith | maxus.

Jenny Smith, Head of Strategy & Planning at Maxus, is wary of predicting trends but reminds us that understanding real behaviour opens up a wealth of insight. Get the latest insights and trends: sign up to Think with Google at g.co/thinksignup

Go here to watch more from Jenny

Katie Mackay | Mother

Katie Mackay-Sinclair, Partner at Mother London, believes in emotional insights backed by data. Get the latest insights and trends: sign up to Think with Google at g.co/thinksignup

Go here to watch more from Katie

Chris Cardew | Mindshare

See why Chris Cardew takes risks and keeps innovating. Get the latest insights and trends: sign up to Think with Google at g.co/thinksignup

Go here to watch more from Chris

Think with Google: The Marketing Research Tool Everybody Forgot

“Insights. Ideas. Inspiration.”  In a world where data reigns supreme and insights are king, it’s easy to get lost in the endless sea of market research tools. But amidst the noise and hype of new and shiny platforms, one tool has been criminally overlooked and undervalued: Think With Google.   Yes, you heard that right. The same Google that’s practically synonymous with search, email, and maps also has one of the most comprehensive and insightful marketing research solutions out there.  And yet, it has fallen off the radar of many marketers and researchers. So let’s talk about what it is and why it’s high time we rediscover the hidden gem, Think With Google.

What is Think With Google?

1. use think with google to make sense of data, 2. use think with google to stay informed about consumer trends, 1. google trends, 2. google market finder, 3. google rich media gallery, be smart with market research – use think with google.

Think With Google was launched in 2012 as Think Insights. Today, Google’s free-to-use tool has become a treasure trove of information for marketers worldwide. It covers everything from the latest consumer and cultural trends to insightful statistics and trend reports. 

But how does Google manage to collect all this data? 

Can you take a guess? Yes, by leveraging its own digital search metrics. 

Along with this, their team of writers and researchers sift through the data to deduce actionable insights. This feature makes the tool a great assistant for marketing research. 

It also has a YouTube channel and Podcast to help you dig deeper into your audience and target market. 

• Discover new consumer trends
• Find qualitative audience research data
• Do competitor analysis
• Check trending topics in the industry and more. 

How to Use Think With Google for Marketing Research?

Here are a few ways to use Think With Google for market research and coming up with content ideas. 

Google is like a wise old sage with its data. Along with providing access to the latest information, it helps you make sense of it and how to use it to your advantage.

Let’s take an example to understand. 

More than 40% of shoppers in India would purchase from a brand that wasn’t their preferred one when faced with rising prices.

Okay, as a marketer or business owner, what can you do with the above information? Think With Google gives you a full-blown roadmap for that. 

They delve deep into what constitutes a good deal for consumers and lay out several actionable ways to achieve that. This includes offering cash on delivery and buy now, pay later options. Plus, they provide case studies from big brands to help you learn by example. 

As a marketer, you must stay updated on the latest trends. And know what information your target audience is looking for, not what they are searching for . This is where Think With Google can help.

Let me show you how. 

In India, the search trends for 2022 are nothing short of fascinating. Searches for “well-being” and “self-care” increased by 10% and 8%, respectively. This trend is reflected in a 43% increase in health and fitness expenditure and a 31% increase in beauty and personal care product spending.

Now, people are also searching with more specificity than ever before. For instance, searches for “women’s perfume” have seen a 40% increase and “heart-shaped male hairstyles” have surged by a staggering 330%.

If you deal in beauty products, the data shows that you must be mindful of inclusivity, diversity, and sexual identity in your campaigns. The more you understand the trends, the better you can tailor your marketing strategies to resonate with your target audience. 

This is explained in detail in Google’s complimentary articles. 

Think With Google Tools

Think With Google tools is a suite of practical tools and resources. 

Google Trends is a valuable SEO tool that gives you access to Google and YouTube’s search data. It’s a go-to tool for marketers and for good reasons. 

With Google Trends, you can learn about the newest YouTube, web search, and image search trends. And if you need specific data, you can filter the trends by season or geographic location. You can also compare two to three keywords and see which one is trending higher. 

Let’s take an example based on one of the hot topics lately, ‘ Is AI content creation taking over content writing ?”

I compared two search terms, “AI content” vs “content writers”.

Google trend shows that the search for content writers is higher. Now, let’s get more specific and check for topics and queries related to those trending search phrases.

This is a goldmine for a marketer, and can help to:

• Improve SEO
• Generate Ideas for blogs
• Find long-tail keywords
• Identify seasonal trends

Google Market Finder is an invaluable resource for businesses trying to expand their reach into international markets. This free tool can help you quickly identify the most promising markets for your products, providing valuable insights and data to inform your decision-making.

The process is simple: enter your website’s URL and add relevant categories. From there, Google’s global market finder will provide you with recommendations for which international markets are best for you to enter. 

Once you know the best opportunities for you, you can use their data insights to understand the country’s operations. It also offers detailed guides and instructional videos to help you formulate and execute effective global marketing strategies.

With Google global market finder, you can hit the ground running and enter the best markets for your product with full preparation.

Another cool feature to check out is Think with Google’s Rich Media Gallery . You can get ample inspiration and ideas to design your own digital advertising campaigns. 

It contains:

• Interactive videos
• Dynamic display ads

You can also filter campaigns by industry, ad format, and region, which make the tool incredibly easy to access. 

Think With Google is a secret weapon for anyone looking to create data-driven, customer-centric marketing campaigns. It can help you identify emerging trends, understand audience behaviour, and create content that truly resonates with your audience.

Try for yourself to see the magic unfold!

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Google's AI is going to change the Google Search experience soon

Published on May 14, 2024

• Google Search is getting a major AI upgrade with new features like multi-step reasoning and planning capabilities.
• You’ll be able to ask complex questions, and Google Search will break them down to find the answers.
• Google Search will also understand video queries and help you plan meals and trips.

Google has been slowly integrating generative AI into the Google Search experience. It started with its Search Generative Experience (SGE) initiative, and at Google I/O today, the company announced a significant leap forward in integrating AI into its core search functionality.

First off, Google announced the introduction of multi-step reasoning capabilities to Google Search. This means you’ll be able to ask complex questions that involve multiple steps or sub-questions, and Google Search will intelligently break them down, solve them in the correct order, and deliver the answers in seconds.

At the event, Google showcased this feature with a complex query: finding the best fitness studios in a user’s neighborhood, factoring in walking distance from home, and any introductory offers they might have for new customers.

Google Search was able to understand the various parts of this question, process them simultaneously, and provide relevant suggestions. These improved reasoning capabilities will roll out as part of the updated AI Overviews feature, starting with English language queries in the US.

Another exciting addition is the ability to ask questions using video directly within Google Search. Google showed a demo in which a user filmed a malfunctioning record player with their phone camera and asked why it wasn’t working.

Based on the video and voice command, Google Search recognized the record player model and offered AI-generated suggestions for fixing the problem. This feature will be available soon for US users with English searches, with a planned future expansion to other regions.

Google has also added AI-powered planning tools to Search, designed to assist with tasks like meal planning and vacation itinerary creation. Users can input queries like “create a 3-day meal plan for a group that’s easy to prepare,” and the AI will generate a starting point with recipe options. Currently available in Search Labs for English-language users in the US, these planning tools will expand with more categories and customization options later this year.

Furthermore, Google is introducing an AI-organized results page to enhance the idea-generation process. When seeking inspiration for various topics, such as anniversary celebration venues, users will be presented with a streamlined page that categorizes relevant results under AI-generated headlines. This feature will initially focus on dining and recipes, with other categories to follow.

The company announced a range of other AI-enabled enhancements to Search at I/O, signaling that Google Search is on the cusp of a major transformation powered by the ever-evolving potential of Google’s AI.

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