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Market Research Software

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EthOS logo

Great Experiences Start With Great Research

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EthOS brings companies closer to their customers by capturing experiences as they happen through videos, pictures, screen recordings, and text. This rich contextual data gives organizations a deeper understanding of their customers’ real-world experiences.

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Sourcescrub logo

Research and investment management software

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SourceScrub is a market research management software designed to help businesses identify and gain real-time insights into privately-held organizations. The platform allows managers to assess website traffic, buyer guides associated with different organizations, and job postings to determine prospects.

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Strategy & Research logo

Customer insights & brand research survey management tool

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Qualtrics CoreXM is the the most trusted enterprise market research platform in the world to capture, analyze and act on data. Our flexible platform features make it easy to build beautiful, complex surveys with state of the art features. Track consumer behavior across diverse segments.

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Alchemer logo

Give every customer a voice. Make every voice matter.

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The Alchemer Platform is the ideal solution for teams, departments, or for an entire organization looking to close the feedback loop with their customers and employees. Transform data into strategic action by effortlessly collecting, analyzing, and delivering actionable guidance—at any scale.

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CMNTY Platform logo

World's Most Intuitive Qual + Quant Market Research Software

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CMNTY Platform is a intuitive online research platform used by marketers and insights professionals for project based and continuous insights communities. CMNTY's platform and services include panel recruitment, qual + quant research activities, video focus groups, AI-powered analysis and reporting.

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BrandMap logo

Mathematical software for designing presentation-ready maps

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BrandMap is an on-premise mathematical software designed to help businesses create and analyze multidimensional preference, biplots, and multiple correspondence analysis (MCA) maps. Professionals can create customizable quadrant, radar, bubble, and regression charts by importing data from other applications in Excel or CSV formats or entering data matrices manually using copy and paste functionality.

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Lightster logo

User testing platform with real people, not testers.

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Lightster helps you find your target audience for interviews, testing, and feedback.

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Kantar Marketplace logo

Market research software trusted by leading brands

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Kantar Marketplace is an automated market research platform designed for insights professionals, marketers, and agencies who want to test, learn and move faster. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth.

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Typeform logo

An online form builder that lets you collect data with ease.

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Make everyone feel like #1. Typeform is an online form builder that makes people feel heard. By making the forms interactive and well-designed, users are more likely to respond with complete, thoughtful answers, which means better data for you.

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Inven logo

Find companies based on what they actually do

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It is simple for professionals to locate and analyze businesses operating in any niche thanks to Inven, an AI-powered programme that analyses millions of websites and pulls pertinent business data.

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Semrush logo

SaaS solution for online content marketing

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Semrush is a leading online visibility management software-as-a-service platform.

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Jotform logo

Powerful Forms Get It Done

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Create and deploy powerful market research surveys in minutes with Jotform Enterprise.

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SurveyLegend logo

Mobile-friendly survey management platform

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SurveyLegend enables you to create beautiful mobile-friendly surveys, forms, and polls with ease.

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Nextiva logo

Simplifying Business Communication

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We connect businesses to all of their conversations on one, AI-powered platform, helping them understand their customers in real-time to create personalized experiences that set them apart.

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Tango logo

Rewards that are easy to give and awesome to receive!

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Tango Card automates workplace gifting through incentive delivery technology. It is designed for companies in the B2B space for domestic and global reward programs. The platform allows users to send gift cards, donations, and prepaid cards to groups or individuals and automate incentive programs.

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QuestionPro logo

Best SaaS survey solutions

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QuestionPro is an advanced research suite of tools to let you conduct surveys and research securely and seamlessly. We offer SaaS software to collect feedback and perform data analytics to help you make smarter decisions.

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Survio logo

Powerful features served with simplicity

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Modern and intuitive design, mobile-friendly interface, omni-channel operation, powerful analytics or seamless integration. That’s what makes Survio a must-have solution customizable to any business, industry or professional background.

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Zoho Survey logo

Everything surveys—made simple and powerful.

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Zoho Survey is an online survey and questionnaire creation software, scalable to suit your specific needs. Learn more at

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Startquestion logo

Online survey creator and feedback collection

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Startquestion is a web-based tool for creating surveys, quizzes, and forms to collect orders or registrations, study customers, evaluate employees, and more

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Tremendous logo

Rewards people love

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Tremendous is best platform to incentivize market research participants. Send gift cards, prepaid Visa® cards, cash, and more — instantly across the globe.

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MediaRadar logo

Media ad sales intel for ad sales professionals & agencies

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MediaRadar is a cloud-based sales enablement tool for ad sales professionals & agencies. The online MediaRadar platform aims to streamline the sales process by providing ad sales teams with market analysis to help close more deals and to determine who to talk to, when to reach out, and what to say.

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Bloomfire logo

Knowledge sharing & insights platform

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Bloomfire makes it simple to find and share knowledge across teams and organizations. By bringing all company knowledge into one secure, searchable platform, Bloomfire helps teams stay aligned, work efficiently, and make informed decisions.

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Pollfish logo

Survey and audience response platform for marketing agencies

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Pollfish is an online survey solution that helps businesses create surveys using a self-service portal and receive consumer responses in real-time. It enables advertising agencies to run online campaigns, generate consumer reports, and define target audiences by analyzing consumer behavior.

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Lighthouse Studio logo

Market research software for government agencies

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Lighthouse Studio is a market research software that helps businesses conduct online and offline surveys to collect responses and run market simulations. Key features include multi-objective search algorithms, alternative-specific conjoint designs, utility constraints, prohibitions, and conditional display.

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CheckMarket logo

Cloud-based enterprise survey software solution

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Cloud-based enterprise survey software solution. Users in more than 150 countries use CheckMarket to conduct beautiful surveys, get insights and act on the results.

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Buyers Guide

Market Research Software

What is market research software?

Market research software helps collect, analyze, and interpret data about customers, competitors, and market trends. This software offers functionalities such as survey creation and distribution to collect valuable feedback directly from target audiences. Additionally, it provides analytical tools to examine large sets of data, so businesses can identify patterns or shifts in customer behavior.

With these features, market research tools empower businesses to make informed decisions by providing insights into consumer preferences, purchasing habits, industry dynamics as well as emerging opportunities.

What are the core features of market research software?

  • Survey builder: Creates customized surveys to collect valuable insights and feedback from target audiences. This feature allows survey developers to design engaging questionnaires with different question types, branching logic, and multimedia elements.

  • Multi-channel distribution: Expands data collection capabilities by offering multiple channels for survey distribution, such as email, web links, social media platforms, and QR codes. Multi-channel distribution ensures a broader reach to target audiences and increases response rate while providing flexibility to accommodate varying audience preferences, such as preferred communication channels, resulting in accurate insights and informed decision-making.

  • Reporting/analytics: Delivers actionable insights into market trends and customer behavior through data-driven reporting capabilities, customizable dashboards, and real-time updates on key performance indicators (KPIs). This feature enables users to analyze survey results, track trends, and segment responses by demographic factors or participant attributes.

What is market research software used for?

Market research software is mainly used to collect and analyze data and generate actionable business insights. However, depending on the specific data inputs and features being utilized, this software can cater to various use cases and deliver diverse functionalities. We analyzed reviews from users of market research software to identify common use cases:

  • Consumer behavior analysis: By leveraging market research software, businesses can analyze consumer behavior patterns, preferences, and purchase decisions. This enables companies to understand their target audience better, identify trends, and make informed marketing and product development decisions.

  • Competitive analysis: Market research software allows businesses to gather information about competitors, including their market share, pricing strategies, and customer perception. This data helps companies gain a competitive edge by identifying opportunities, monitoring industry trends, and adjusting their strategies accordingly.

  • Product development and innovation: These tools enable businesses to conduct surveys, focus group discussions, and feedback collection to gather insights on customer needs and preferences. This data guides product development, helps identify new product ideas, and validates concepts before launching them in the market.

  • Pricing and demand analysis: Market research software can assist in determining optimal pricing strategies by analyzing customers’ willingness to pay, price sensitivity, and competitive pricing. It also helps businesses forecast demand and understand market dynamics to make informed pricing decisions.

What are the benefits of using market research software?

  • Enhances data collection and analysis: Market research software automates survey distribution, response tracking, statistical evaluation, and other time-consuming tasks. This allows market researchers to identify trends, preferences, and growth opportunities in their target markets, leading to faster and more effective business strategies.

  • Improves respondent engagement: These tools enhance respondent engagement by providing customizable survey designs and interactive question types. With tailor-made survey questionnaires based on respondents’ interests, market researchers can ensure a higher participation rate. It leads to more in-depth insights and valuable feedback for businesses looking to make informed decisions based on accurate market data analysis.

  • Facilitates data segmentation and filtration: These tools allow users to categorize and group data based on demographic information, geographic location, behavior patterns, or any other relevant variables. Market research software also offers data filtering capabilities to refine and narrow data sets. Researchers can apply filters based on specific parameters, such as time frames, survey responses, or other data points. It helps gain deeper insights into different customer groups by isolating the desired subsets of data for analysis and reporting purposes.

What are the potential issues with market research software?

  • Data collection issues: Errors in collecting or processing information can skew results, rendering them ineffective to guide business strategies. Ensuring accurate data input and validation methods should be prioritized to prevent misinterpretation and maintain credibility in decision-making processes.

  • Limited sample representation: This can lead to biased results and inaccurate conclusions. A diverse, representative sample ensures better insights into target markets; however, if the software fails to capture this diversity accurately or adequately, decision-making based on such data may be flawed. 

  • Complexities of data analysis: Complex data sets may be challenging to interpret or visualize, leading to incorrect conclusions that negatively impact business decisions. Moreover, inadequate analytical capabilities within the software may limit users' ability to comprehend their findings fully or explore deeper trends.

  • Privacy and confidentiality concerns: The collection, storage, and analysis of sensitive data can lead to unauthorized access or misuse if not properly protected. Breaches in privacy may result in legal repercussions and loss of trust from consumers; hence it's crucial for businesses to prioritize these concerns when evaluating potential problems related to their choice of market research software.

How much does market research software cost?

Most market research software products on the market are priced on a “per month” basis, and their entry-level pricing plan ranges from $15 to $50+* per month. An enterprise product that’s priced higher may include additional features such as survey email campaigns, sentiment analysis, answer tagging, and survey content collaboration.

*The pricing included is for the entry-level/lowest-priced offerings found on vendor websites as of May 26, 2023.

Which software tools integrate with market research software?

There are several software solutions that can integrate with market research software and enable the automation of data collection and analysis as well as workflow and process efficiency improvement. We looked across thousands of reviews from market research software users to identify the products that users frequently mention they integrate with their market research tools: 

  • Zapier is an automation tool that connects market research software with other applications (such as a CRM or project management tool) to automate workflows and facilitate data collection, sharing, and analysis. 

  • Salesforce is a customer relationship management (CRM) platform that integrates with market research software to sync valuable customer data, survey results, and insights. It offers a holistic view of your customers and helps align market research findings with sales and marketing efforts.

  • Google Sheets is a spreadsheet software solution that helps import data from your market research software and create dynamic reports and dashboards. It allows analyzing, visualizing, and sharing data with team members in real time. 

  • Google Analytics 360 is a web analytics tool that integrates with market research software to gain deeper insights into consumer behavior and website performance. It helps track user engagement, conversion rates, and other relevant metrics to refine your market strategies and optimize campaigns.

  • Hubspot is a customer relationship management platform (CRM) that enhances data collection collection and analysis, enabling businesses to gain actionable insights. This integration improves lead generation, customer segmentation, and personalized marketing efforts, resulting in improved targeting and higher conversion rates.

  • Slack is a team communication and collaboration platform that integrates with market research software for information sharing and collaboration. It automates notifications and updates, helps share research findings with team members, and facilitates discussions and decision-making processes in real time.

*We identified these integrations mentioned most often in verified reviews of market research software published on GetApp within the past two years.

Considerations when purchasing market research software

  • Evaluate data collection and privacy methods. The software solution you choose should include multiple data collection methods such as surveys, online polls, social media and web data, and integration with external sources. This allows you to gather data from diverse channels and obtain accurate, reliable, and relevant insights for business decision-making. Additionally, data privacy and security should also be prioritized to safeguard sensitive research information.

  • Assess data visualization and analytical features. A market research tool should offer various charting options, graphs, and customizable dashboards to visualize data. This helps understand complex data sets and identify trends, patterns, and correlations between variables. Data visualization enhances comprehension and enables stakeholders to make informed decisions based on the insights derived from the data.

  • Determine the level of customization and flexibility. Look for software with several customization options, such as survey questions, design, branding, and multimedia integration. This ensures the collection of specific data and tailors the research experience to your target audience. Additionally, consider the software's flexibility in data analysis and reporting. Look for features that allow you to manipulate and explore data, create custom visualizations, and generate reports that align with your reporting requirements. The more customizable and flexible the software, the better equipped you'll be to conduct research that is tailored to your unique objectives and preferences.

  • Check the software's ability to import and export data. Look for software that supports common file formats such as CSV, Excel, or SPSS, as well as the ability to integrate with other software systems, including CRM platforms or data analytics tools. Consider whether the software allows automated data imports from external sources, ensuring accuracy in data management. Additionally, ensure that you can easily share research findings and insights with stakeholders or integrate the data into other reporting or analysis tools. 


Products evaluated for the pricing calculation were taken from GetApp’s market research software directory. The pricing ranges exclude freemium versions of the products. The features highlighted were identified based on their relevance and the percentage of products in GetApp’s directory that offer them.  


This market research software buyers guide was authored by GetApp's content team. We develop our guides using the author’s expertise, insights from 2M+ unique user reviews, and our proprietary data science algorithms to identify trends in user sentiment, preferences, and priorities. Some text was generated with assistance from AI tools.