10 Best Market Research Software for 2025
Discover the right market research software for your team. Compare features, pros + cons, pricing, and more in this comprehensive guide.
Market research software empowers organizations to understand their customers, test products, track brand health, and make data-driven strategic decisions. Whether you need access to consumer panels for quick feedback, advanced research methodologies for pricing studies, or ongoing tracking to monitor market trends, these platforms deliver the insights and capabilities to understand your audience, validate strategies, and stay ahead of the competition.
In this post, I draw from extensive research and hands-on evaluation of market research platforms to compile this comprehensive guide, featuring a curated list of the best market research software for gathering consumer insights—where access to quality respondents, advanced methodologies, and actionable analytics aren’t just nice to have, they’re essential for business success.
What is Market Research Software?
Market research software refers to digital platforms designed to help organizations gather, analyze, and interpret data about markets, consumers, competitors, and industry trends. Unlike basic survey tools, comprehensive market research platforms offer features like access to consumer panels, advanced research methodologies (conjoint analysis, MaxDiff, segmentation), AI-powered analytics, brand tracking capabilities, and sophisticated reporting. They’re essential for product managers, marketers, brand strategists, and insights professionals who need to make confident decisions based on real consumer data.
Overview
Finding the perfect market research software can transform how you understand customers, validate strategies, and drive business growth. After extensive research and testing, I’ve compiled this guide featuring the top 10 market research platforms that excel in consumer access, research methodologies, and actionable insights.
Here’s our pick of the 10 best market research software platforms reviewed:
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Qualtrics – Best for enterprise research and experience management
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quantilope – Best for automated advanced research methods
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Attest – Best for fast consumer insights and brand tracking
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GWI – Best for audience insights and consumer profiling
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Pollfish – Best for mobile-first consumer research
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Displayr – Best for market research analysis and reporting
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Typeform – Best for conversational surveys and feedback
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Forsta – Best for human experience research platform
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Kantar Marketplace – Best for validated research for brand growth
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PickFu – Best for quick consumer polling and testing
Detailed Reviews
1. Qualtrics
What Is Qualtrics?
Qualtrics is the world’s leading experience management platform, serving over 13,000 brands including 75% of the Fortune 500. Beyond its survey capabilities, Qualtrics offers comprehensive market research solutions including access to a global panel of 335M+ respondents, advanced research methodologies, AI-powered analytics, and purpose-built tools for brand tracking, concept testing, pricing research, and market segmentation—perfect for enterprise organizations needing end-to-end research capabilities.
Key Features
- XM for Strategy & Research: Dedicated market research solution suite
- Global Respondent Panel: Access to 335M+ verified respondents in 130+ countries
- Advanced Research Methods: Conjoint analysis, MaxDiff, Van Westendorp pricing, segmentation
- AI-Powered Analytics: Stats iQ for automated statistical testing, Text iQ for qualitative analysis
- Brand Tracking (BrandXM): Monitor brand health, awareness, and competitive positioning
- Concept Testing: Test product concepts, packaging, messaging with target audiences
- Video Feedback: Collect and analyze video responses at scale with AI
- Custom Dashboards: Real-time visualization and stakeholder reporting
- Research Services: Expert support from research consultants and methodology experts
- Synthetic Personas: AI-generated personas for faster, cost-effective research
- 100+ Question Types: Advanced question formats including conjoint, MaxDiff, heat maps
- Integration Ecosystem: Connect with Salesforce, Marketo, Tableau, and more
Pros
- ✅ Most comprehensive enterprise research platform
- ✅ Access to massive global respondent panel (335M+)
- ✅ Advanced methodologies built-in (conjoint, MaxDiff, etc.)
- ✅ AI-powered insights with Text iQ and Stats iQ
- ✅ Dedicated brand tracking and product research tools
- ✅ Expert research services and support available
- ✅ Video feedback capabilities at scale
- ✅ Strong security and compliance (SOC-2, GDPR, HIPAA)
Cons
- ❌ Very expensive ($420+/month minimum)
- ❌ Complex platform with steep learning curve
- ❌ Overkill for small businesses or simple research
- ❌ Panel costs additional per response
- ❌ Custom pricing (not transparent)
- ❌ Requires training to use effectively
Pricing
- Strategic Research: $420/month (1,000 survey responses)
- Panel Access: Additional cost per complete (varies by audience)
- Enterprise: Custom pricing for larger organizations
- Free Plan: 500 total responses (very limited)
- Free Trial: 30-day trial available
- Note: Panel costs typically $2-$15+ per complete depending on targeting
2. Quantilope
What Is quantilope?
quantilope is an AI-powered Consumer Intelligence Platform that automates advanced market research methodologies, making sophisticated research accessible to teams of any skill level. With 15 fully automated research methods including conjoint analysis, MaxDiff, implicit association testing, and price sensitivity analysis, plus access to 300M+ global consumers, quantilope delivers enterprise-quality insights in days instead of weeks—ideal for brands needing fast, rigorous research without agency costs.
Key Features
- 15 Automated Advanced Methods: Conjoint, MaxDiff, TURF, Key Driver Analysis, Implicit Association, and more
- Drag-and-Drop Method Library: Add sophisticated research methods to surveys without coding
- Consumer Panel Access: 300M+ respondents worldwide through trusted panel partners
- Real-Time Insights: See results in less than 1 second after survey response
- AI-Powered Analysis: Automated analysis with AI research co-pilot
- Pricing Research Tools: Van Westendorp PSM, choice-based conjoint for pricing optimization
- Brand Tracking: Better Brand Health Tracking based on Jenni Romaniuk’s approach
- Custom Dashboards: Interactive insights dashboards with real-time updates
- Multi-Country Research: Compare results across markets with automatic significance testing
- Research Consulting: Support from certified research consultants
- Topic Analysis: AI-powered open-ended response analysis
- Service Options: DIY, Assisted Service, or Managed Service models
Pros
- ✅ Advanced methods fully automated (no expertise needed)
- ✅ Fastest time-to-insights in the industry (days vs. weeks)
- ✅ Access to 300M+ global consumer panel
- ✅ Saves €50,000-€70,000 annually vs. agency research
- ✅ Real-time analysis and dashboards
- ✅ Expert research consulting support included
- ✅ All-in-one platform (survey, panel, analysis)
- ✅ Flexible service models (DIY to fully managed)
Cons
- ❌ Custom pricing (not published online)
- ❌ Requires platform training for DIY users
- ❌ Panel costs additional per complete
- ❌ Less known brand than Qualtrics
- ❌ Crosstab functionality limited vs. specialized tools
- ❌ Best for quantitative research (limited qualitative)
Pricing
- Pricing: Custom (contact for quote)
- Model: Platform license + panel costs per complete
- Service Tiers: DIY, Assisted Service, Managed Service
- Free Trial: Limited trial or pilot study available
- Note: Named top innovative supplier by Greenbook GRIT
3. Attest
What Is Attest?
Attest is a consumer research platform that makes market research fast, simple, and actionable for businesses of all sizes. With access to 150M+ respondents across 59 countries, an intuitive no-code interface, and results delivered in 24-48 hours, Attest empowers marketers and insights teams to test ideas, validate strategies, and track brand performance in real-time—perfect for organizations needing quick, reliable consumer insights without research expertise.
Key Features
- Global Consumer Panel: Access to 150M+ verified respondents in 59 countries
- Fast Results: Complete surveys in 24-48 hours with guaranteed fill times
- No-Code Platform: Build surveys in minutes without technical expertise
- Multi-Market Research: Run studies across multiple countries simultaneously
- Brand Tracking: Monitor brand health, awareness, and competitive metrics over time
- Customer vs. Panel Research: Compare your customers to general market audiences
- AI-Powered Boards: Automatically surface key insights with AI summaries
- Crosstab Analysis: Statistical significance testing and advanced filtering
- Dedicated Research Manager: Expert guidance on survey design and analysis
- Data Quality Guarantee: 3-layer quality check with AI and human verification
- Predictable Pricing: Usage-based credits model (1 credit = 1 question per person)
- Unlimited Users: No restrictions on team seats or collaborators
Pros
- ✅ Fastest fill times in the industry (24-48 hours)
- ✅ Access to 150M+ global respondent panel
- ✅ Extremely user-friendly no-code interface
- ✅ Dedicated research manager for all customers
- ✅ Transparent, predictable pricing model
- ✅ Unlimited platform users/seats
- ✅ Multi-market research capabilities
- ✅ Strong data quality with 3-layer verification
Cons
- ❌ Custom pricing (must contact sales)
- ❌ Limited to consumer research (weak on B2B)
- ❌ Panel costs can add up for large studies
- ❌ Fewer advanced methods than quantilope/Qualtrics
- ❌ Less customization than enterprise platforms
- ❌ Credits don’t roll over after 12 months
Pricing
- Pricing: Custom (usage-based credits model)
- Model: 1 credit = 1 answer from 1 person
- Example: 500 people × 10 questions = 5,000 credits
- Panel Cost: $0.40-$0.60 per credit (varies by audience)
- Free Trial: Demo available upon request
- Note: 10% premium for mid-year top-ups
4. GWI
What Is GWI?
GWI (formerly GlobalWebIndex) is a consumer research platform providing instant access to data representing 3 billion consumers across 50+ markets. Unlike panel-based platforms, GWI conducts ongoing quarterly surveys with nearly 1 million internet users annually, creating a continuously updated dataset with 250,000+ profiling points—ideal for agencies, brands, and media companies needing deep audience insights for targeting, segmentation, and strategy.
Key Features
- Ongoing Consumer Data: 250,000+ data points on 3 billion consumers in 50+ markets
- Quarterly Research Waves: Continuously updated data from nearly 1M annual respondents
- GWI Spark AI Assistant: Ask questions in natural language, get instant insights
- Audience Builder: Create custom audiences using demographic, behavioral, and attitudinal filters
- Custom Charts: Build shareable visualizations in minutes
- Interactive Dashboards: Combine charts and text into compelling data stories
- Crosstab Analysis: Compare multiple queries and segments side-by-side
- Specialized Datasets: USA, Kids, Gaming, Sport, Alcohol, Automotive, Luxury, B2B, Consumer Tech
- Brand Data: Insights into 4,000+ tracked brands
- Multi-Market Comparison: Analyze differences across countries and regions
- Native Language Surveys: All respondents answer in their native language
- Custom Research: Additional targeted surveys available
Pros
- ✅ Largest ongoing consumer dataset (250K+ data points)
- ✅ Continuously updated quarterly (always fresh data)
- ✅ AI-powered insights with GWI Spark
- ✅ No per-response costs (subscription-based)
- ✅ Deep audience profiling capabilities
- ✅ Multi-market comparison built-in
- ✅ Excellent for media planning and audience targeting
- ✅ Strong visualization and dashboard tools
Cons
- ❌ Custom pricing (not transparent)
- ❌ Expensive for small businesses
- ❌ Cannot run custom surveys directly (uses existing data)
- ❌ Less flexible than panel-based research
- ❌ Limited to online populations in covered markets
- ❌ Requires training to use effectively
Pricing
- Free Plan: Limited access to GWI Core data
- Plus: Mid-tier pricing (contact for quote)
- Pro: Full access with additional datasets
- Free Trial: Demo and trial available
- Model: Subscription-based (no per-response costs)
- Note: Prices exclusive of local sales taxes
5. Pollfish
What Is Pollfish?
Pollfish is a mobile-first survey platform that delivers consumer insights from a global network of 800M+ respondents using Random Device Engagement (RDE) sampling. Unlike traditional panels, Pollfish reaches respondents organically through mobile apps, ensuring diverse, high-quality responses with fast fill times—perfect for product teams, marketers, and researchers who need quick mobile consumer feedback without panel bias.
Key Features
- Mobile-First Sampling: RDE (Random Device Engagement) reaches respondents through apps
- 800M+ Respondent Network: Global reach without traditional panel limitations
- Fast Results: Surveys complete in hours, not days
- 7,000+ Targeting Filters: Advanced demographic and behavioral targeting
- Real-Time Analytics: Instant insights as responses arrive
- Quality Assurance: AI-powered fraud detection and quality checks
- Multi-Platform Distribution: iOS, Android, and web
- Team Collaboration: SSO, folders, one-click survey duplication
- API Access: Integrate with your existing tools and workflows
- Survey Templates: Pre-built templates for common use cases
- Mobile Optimization: Surveys designed for mobile devices
- Global Coverage: Reach consumers in 160+ countries
Pros
- ✅ Largest mobile respondent network (800M+)
- ✅ RDE sampling reduces panel bias
- ✅ Very fast fill times (hours vs. days)
- ✅ Advanced targeting with 7,000+ filters
- ✅ Real-time results and analytics
- ✅ Mobile-optimized survey experience
- ✅ Transparent pricing starting at $95/month
- ✅ Strong fraud detection and quality controls
Cons
- ❌ Mobile-focused (may not suit all research needs)
- ❌ Less suitable for B2B research
- ❌ Quality can vary compared to managed panels
- ❌ Limited advanced research methodologies
- ❌ No built-in conjoint or MaxDiff
- ❌ Smaller brand presence than Qualtrics
Pricing
- Starter: $95/month (basic features)
- Professional: Custom pricing (advanced features)
- Enterprise: Custom pricing (volume discounts)
- Pay-per-Response: Available for one-off projects
- Free Trial: 7-day trial available
- Note: Response costs vary by targeting complexity
6. Displayr
What Is Displayr?
Displayr is an all-in-one cloud-based platform designed specifically for market researchers, combining data analysis, statistical testing, visualization, and automated reporting in a single workspace. With AI-powered Research Agents that can analyze data and generate insights automatically, plus the ability to create auto-updating PowerPoint reports and interactive dashboards, Displayr is ideal for research professionals and agencies who need to deliver client-ready insights quickly.
Key Features
- AI Research Agents: Upload data and AI automatically analyzes, creates charts, and generates recommendations
- Automated Statistical Testing: 60+ tests applied automatically based on data structure
- Crosstab Automation: Create thousands of tables with drag-and-drop
- Advanced Analysis: Conjoint, MaxDiff, TURF, regression, segmentation, machine learning
- Auto-Updating Reports: Change data and all analyses update automatically
- PowerPoint Integration: Export editable charts and tables directly to PowerPoint
- Interactive Dashboards: Build shareable, auto-updating dashboards
- Text Analysis: AI-powered theme discovery and sentiment analysis
- R and Python Integration: Write custom code for advanced analyses
- Survey Data Optimization: Automatically formats and structures survey data
- Collaboration Tools: Multiple users can work simultaneously
- Data Connectors: Import from SPSS, Excel, CSV, APIs, survey platforms
Pros
- ✅ Purpose-built for market research workflows
- ✅ AI automates time-consuming analysis tasks
- ✅ Dramatically faster than traditional analysis (50%+ time savings)
- ✅ All-in-one: data prep, analysis, visualization, reporting
- ✅ Excellent PowerPoint export (editable charts)
- ✅ No coding required for most analyses
- ✅ Automatic statistical testing with smart defaults
- ✅ Strong customer support and training
Cons
- ❌ Custom pricing (not transparent)
- ❌ No built-in consumer panel (analysis only)
- ❌ Learning curve for advanced features
- ❌ Can slow down with very large datasets
- ❌ R/Python knowledge needed for some customizations
- ❌ Additional AI usage fees for heavy use
Pricing
- Professional: Custom pricing (contact for quote)
- Enterprise: Custom pricing with SSO and regional servers
- AI Package: 200M tokens included; $250 for additional package
- Free Trial: Available upon request
- Note: Pricing based on users and features
7. Typeform
What Is Typeform?
Typeform is a leading survey platform renowned for its conversational, one-question-at-a-time design that makes surveys feel like friendly interactions rather than interrogations. While it doesn’t offer built-in consumer panels, Typeform excels at creating beautiful, engaging surveys for collecting feedback from your own audiences—perfect for product teams, marketers, and UX researchers who need high completion rates and qualitative insights from existing customers or website visitors.
Key Features
- Conversational Design: One question at a time for higher engagement
- Logic Jump: Dynamic branching based on responses
- 3,000+ Templates: Pre-built templates for every use case
- Video Integration: Embed videos in surveys for richer context
- AI-Powered Analysis: Automatically analyze open-ended responses
- 120+ Integrations: Connect with Slack, HubSpot, Google Sheets, Salesforce
- Custom Branding: Full design control with brand colors and fonts
- Question Piping: Personalize questions based on previous answers
- Hidden Fields: Pre-populate data without asking respondents
- Calculator Logic: Create interactive calculators and quizzes
- Mobile App: Create and manage surveys from iOS and Android
- HIPAA & GDPR Compliant: Enterprise security features
Pros
- ✅ Beautiful, highly engaging survey design
- ✅ Very high completion rates on mobile devices
- ✅ Easy to use with minimal learning curve
- ✅ Excellent for lead generation and marketing
- ✅ Strong analytics and AI-powered insights
- ✅ Great for collecting qualitative feedback
- ✅ Affordable pricing with free plan
- ✅ Mobile app for survey creation
Cons
- ❌ No built-in consumer panel access
- ❌ Response limits on lower tiers (100/month on Basic)
- ❌ More expensive than competitors for high volume
- ❌ Limited advanced research methodologies
- ❌ Not designed for market research studies
- ❌ Basic plan only 10 questions per survey
Pricing
- Free Plan: Unlimited surveys, 10 questions/survey, 10 responses/month
- Basic: $29/month (100 responses/month)
- Plus: $59/month (1,000 responses/month)
- Business: $99/month (10,000 responses/month)
- Enterprise: Custom pricing
8. Forsta
What Is Forsta?
Forsta (formerly Confirmit) is a comprehensive human experience (HX) platform that combines survey software, social listening, data visualization, and workflow management into a single ecosystem. With capabilities spanning quantitative surveys, qualitative research, social media monitoring, and advanced analytics, Forsta empowers research teams to gather, visualize, and act on insights across the entire customer and employee journey—ideal for enterprises needing an integrated research and feedback management solution.
Key Features
- End-to-End Research Platform: Survey creation, panel access, analysis, and reporting
- Social Listening Tools: Monitor brand mentions across web and social media
- Consumer Panel Access: Integrated respondent recruitment and panel management
- Multi-Method Research: Quantitative surveys, qualitative interviews, focus groups
- Advanced Analytics: Statistical testing, crosstabs, text analytics
- Storytelling & Reporting: Create compelling narratives with data visualization
- Workflow Management: Project management, alerts, task automation
- Benchmarking: Compare performance against industry standards
- Integration Ecosystem: Salesforce, Adobe Analytics, Google Translate, Zendesk
- Real-Time Dashboards: Monitor research and feedback continuously
- Multi-Language Support: Conduct research in multiple languages
- Custom Branding: White-label surveys and reports
Pros
- ✅ Comprehensive all-in-one platform
- ✅ Combines surveys, social listening, and analytics
- ✅ Suitable for complex enterprise research programs
- ✅ Strong workflow and project management
- ✅ Benchmarking capabilities included
- ✅ Excellent for managing ongoing research programs
- ✅ Multiple research methodologies supported
- ✅ Strong integration with enterprise tools
Cons
- ❌ Custom pricing (very expensive)
- ❌ Complex platform with steep learning curve
- ❌ Overkill for simple research needs
- ❌ Requires significant setup and training
- ❌ Less modern interface than newer platforms
- ❌ Better suited for large enterprises
Pricing
- Pricing: Custom (contact for quote)
- Model: Enterprise licensing
- Note: Pricing varies by modules, users, and volume
- Free Trial: Demo available upon request
9. Kantar Marketplace
What Is Kantar Marketplace?
Kantar Marketplace is an automated market research platform designed for marketing agility, offering rapid insights to build brands and drive growth. As the only market research platform with solutions independently validated to predict sales and brand growth, Kantar combines decades of research expertise with modern automation—perfect for insights professionals, marketers, and agencies who need trusted methodologies with fast turnaround times.
Key Features
- Validated Methodologies: Independently validated to predict sales and brand growth
- Rapid Insights: Automated research delivers results in days
- Brand Equity Tracking: Monitor brand health and competitive positioning
- Concept Testing: Test advertising, packaging, products with proven methods
- Consumer Panel Access: Global respondent recruitment through Kantar panels
- Pre-Built Solutions: Ready-to-use research templates for common questions
- Expert Consultation: Access to Kantar research specialists
- Advanced Analytics: Statistical testing and segmentation analysis
- Benchmarking: Compare results against Kantar’s extensive database
- Multi-Market Research: Conduct studies across global markets
- Quality Assurance: Rigorous data quality controls
- Integration Ready: Connect with existing marketing tools
Pros
- ✅ Validated methodologies proven to predict outcomes
- ✅ Backed by Kantar’s research expertise and reputation
- ✅ Fast turnaround with automated platform
- ✅ Access to global consumer panels
- ✅ Extensive benchmarking database
- ✅ Expert consultation available
- ✅ Suitable for enterprise brands
- ✅ Strong quality controls
Cons
- ❌ Custom pricing (expensive)
- ❌ Less flexible than DIY platforms
- ❌ May be overkill for simple research
- ❌ Requires minimum project commitment
- ❌ Limited transparency on methodology details
- ❌ Better suited for large brands
Pricing
- Pricing: Custom (contact for quote)
- Model: Per-project or subscription
- Note: Premium pricing for validated methodologies
- Free Trial: Demo available upon request
10. PickFu
What Is PickFu?
PickFu is a consumer polling platform that provides fast, affordable feedback from targeted audiences through simple polls and tests. With access to 15M+ respondents and results delivered in as little as 15 minutes, PickFu enables businesses to test product ideas, compare designs, validate messaging, and gather consumer opinions at any stage of development—perfect for entrepreneurs, marketers, and product teams who need quick, actionable feedback without big research budgets.
Key Features
- Fast Results: Get responses in 15 minutes to a few hours
- 15M+ Respondents: Access to diverse U.S. consumer panel
- Audience Targeting: 90+ demographic and psychographic filters
- Poll Types: Head-to-head, ranked, open-ended, and custom polls
- Up to 500 Responses: Collect extensive feedback per poll
- Written Responses: In-depth explanations from respondents
- Real-Time Results: See responses as they come in
- Visual Testing: Compare images, designs, logos, packaging
- Message Testing: Test headlines, taglines, product descriptions
- Product Concept Testing: Validate ideas before development
- Affordable Pricing: Pay-per-poll starting at $1/response
- No Subscription Required: Pay only for polls you run
Pros
- ✅ Fastest results in the industry (15 minutes+)
- ✅ Very affordable pricing ($1/response)
- ✅ No subscription required (pay-per-use)
- ✅ Great for quick decision-making
- ✅ Written qualitative responses included
- ✅ Easy to use (no research expertise needed)
- ✅ Perfect for entrepreneurs and small businesses
- ✅ Excellent for A/B testing and comparisons
Cons
- ❌ U.S. panel only (limited global reach)
- ❌ Basic polling only (no advanced methods)
- ❌ Smaller panel than enterprise platforms (15M)
- ❌ Not suitable for complex research studies
- ❌ Limited analytical capabilities
- ❌ No built-in statistical significance testing
Pricing
- Pay-Per-Poll: Starting at $1/response
- Example: 50 responses = $50
- Model: No subscription, pay only for polls used
- Targeting: Additional cost for narrow targeting
- Free Trial: Test poll available
- Note: One of the most affordable options available
Comparison Chart
| Tool | Starting Price | Consumer Panel | Best For |
|---|---|---|---|
| Qualtrics | $420/month | ✅ Yes (335M+) | Enterprise research & experience management |
| quantilope | Custom pricing | ✅ Yes (300M+) | Automated advanced research methods |
| Attest | Custom pricing | ✅ Yes (150M+) | Fast consumer insights & brand tracking |
| GWI | Custom pricing | ✅ Yes (ongoing) | Audience insights & consumer profiling |
| Pollfish | $95/month | ✅ Yes (800M+) | Mobile-first consumer research |
| Displayr | Custom pricing | ❌ No | Market research analysis & reporting |
| Typeform | Free / $29/month | ❌ No | Conversational surveys & feedback |
| Forsta | Custom pricing | ✅ Yes | Human experience research platform |
| Kantar Marketplace | Custom pricing | ✅ Yes | Validated research for brand growth |
| PickFu | $1/response | ✅ Yes (15M+) | Quick consumer polling & testing |
How to Choose the Right Market Research Software
Selecting the right market research software depends on your specific needs and budget. Consider these key factors:
1. Research Objectives
- Brand tracking: Qualtrics BrandXM, Attest, GWI, Kantar Marketplace
- Product concept testing: quantilope, Qualtrics, Attest, PickFu
- Pricing research: quantilope (conjoint/PSM), Qualtrics, Displayr
- Audience insights: GWI (deepest profiling), Attest, Qualtrics
- Quick feedback: PickFu (fastest), Attest, Pollfish
- Advanced segmentation: quantilope, Qualtrics, Displayr
2. Panel Access Needs
- Global panels: Qualtrics (335M+), quantilope (300M+), Pollfish (800M+)
- Quality over quantity: Attest (150M+, verified), Kantar (premium)
- Mobile-first: Pollfish (RDE sampling)
- Ongoing data: GWI (continuously updated dataset)
- Quick polls: PickFu (15M+, U.S. only)
- No panel needed: Displayr (analysis only), Typeform (own audience)
3. Methodology Requirements
- Advanced methods: quantilope (15 automated methods), Qualtrics, Displayr
- Conjoint analysis: quantilope, Qualtrics, Displayr
- MaxDiff: quantilope, Qualtrics, Displayr
- Basic surveys: Typeform, Attest, PickFu
- Social listening: Forsta, GWI (brand data)
4. Budget Considerations
- Free options: Typeform (10 responses/month), GWI (limited), Qualtrics (500 total)
- Affordable (<$100/month): PickFu ($1/response), Pollfish ($95+), Typeform ($29+)
- Mid-range: Qualtrics ($420+), varies by panel usage
- Enterprise: quantilope, Attest, GWI, Forsta, Kantar (all custom pricing)
- Best value: quantilope (saves €50K-€70K annually vs. agencies)
5. Speed to Insights
- Fastest: PickFu (15 minutes), Pollfish (hours), Attest (24-48 hours)
- Fast: quantilope (days), Qualtrics (depends on panel)
- Ongoing data: GWI (instant access to existing data)
- Depends on complexity: Forsta, Kantar, Displayr
6. Technical Expertise
- No expertise needed: PickFu, Attest, Typeform, Pollfish
- Moderate skill: quantilope (with training), GWI, Qualtrics
- Advanced users: Displayr (for analysis), Qualtrics (full features)
- Expert support: quantilope (research consultants), Attest (research managers), Kantar (specialists)
7. Geographic Coverage
- Global research: Qualtrics (130+ countries), quantilope (global), Pollfish (160+ countries)
- Multi-market: GWI (50+ markets), Attest (59 countries)
- U.S. only: PickFu
- Major markets: All platforms cover U.S., UK, major European markets
8. Integration Needs
- Most integrations: Typeform (120+), Qualtrics, Forsta
- Data analysis: Displayr (R, Python, PowerPoint), Qualtrics (Tableau, SPSS)
- Marketing tools: All platforms integrate with major marketing platforms
- CRM systems: Qualtrics, Forsta (Salesforce, HubSpot)
Selection Criteria
To create this list, I evaluated market research software based on:
Essential Market Research Capabilities
- Respondent access: Quality and size of consumer panels or respondent networks
- Research methodologies: Advanced techniques (conjoint, MaxDiff, segmentation, etc.)
- Speed to insights: Time from survey launch to actionable results
- Data quality: Verification processes, fraud detection, quality controls
- Geographic coverage: Markets and countries accessible
Key Features Evaluated
- Survey creation: Ease of building professional research studies
- Advanced analytics: Statistical testing, AI-powered insights, predictive modeling
- Reporting capabilities: Dashboards, automated reports, data visualization
- Collaboration tools: Team features, stakeholder sharing, project management
- Expert support: Research consulting, methodology guidance
- Platform usability: Learning curve and time to value
Additional Considerations
- Pricing model: Subscription vs. pay-per-use vs. enterprise licensing
- Scalability: Handling large studies and ongoing programs
- Validation: Proven methodologies and track record
- Innovation: AI capabilities, automation, emerging features
- Reputation: Market position and customer satisfaction
- Industry focus: B2C, B2B, specific verticals
Frequently Asked Questions
What is market research software?
Market research software refers to digital platforms designed to help organizations gather, analyze, and interpret data about markets, consumers, competitors, and trends. Unlike basic survey tools, comprehensive market research platforms offer consumer panel access, advanced methodologies (conjoint analysis, MaxDiff, segmentation), AI-powered analytics, brand tracking, and sophisticated reporting—essential for making confident business decisions based on real consumer data.
What’s the difference between survey software and market research software?
Survey software (like Typeform) focuses on creating and distributing surveys to collect feedback from your own audience (customers, website visitors, email lists).
Market research software (like Qualtrics, quantilope, Attest) provides:
- Access to consumer panels representing target markets
- Advanced research methodologies
- Professional research capabilities
- Market segmentation and tracking
- Validated, representative samples
Market research platforms are designed for understanding markets and consumers, while survey software is for collecting feedback from existing audiences.
Do I need access to a consumer panel?
It depends on your research goals:
You need a panel if:
- Testing concepts with target consumers who aren’t your customers
- Conducting competitive research or market sizing
- Tracking brand awareness in the general market
- Need representative samples of specific demographics
- Running pricing or product research with prospects
You don’t need a panel if:
- Surveying existing customers only
- Collecting employee feedback
- Doing internal research with known participants
- Have your own audience to survey
Platforms like Qualtrics, quantilope, Attest, and Pollfish include panel access. Typeform and Displayr require your own audience.
How much does market research with panels cost?
Panel costs vary significantly by platform and targeting:
General consumers (U.S.):
- PickFu: $1/response
- Pollfish: $2-$5/response
- Attest: $2-$8/response ($0.40-$0.60/credit)
- quantilope: Varies by study complexity
- Qualtrics: $2-$15+/response
Niche audiences (B2B, healthcare professionals, etc.):
- Can range from $15-$50+/response
- Highly specific targeting increases costs
Best value: quantilope saves clients €50K-€70K annually vs. traditional agency research.
What are advanced research methodologies and when do I need them?
Advanced methodologies include:
- Conjoint Analysis: Understand product feature trade-offs and optimal configurations
- MaxDiff: Rank feature importance or message preference
- Van Westendorp PSM: Determine optimal price points
- TURF: Optimize product/service mix to reach maximum audience
- Key Driver Analysis: Identify what drives purchase intent or satisfaction
- Segmentation: Group consumers by attitudes and behaviors
You need these when:
- Making pricing decisions
- Developing new products
- Optimizing product features
- Prioritizing improvements
- Understanding market structure
Platforms with built-in advanced methods: quantilope (15 automated), Qualtrics, Displayr, Kantar
How fast can I get market research results?
Speed varies by platform and methodology:
Fastest (hours to 1 day):
- PickFu: 15 minutes - 2 hours
- Pollfish: 2-24 hours
- GWI: Instant (using existing data)
Fast (1-3 days):
- Attest: 24-48 hours guaranteed
- quantilope: 2-3 days with automation
Standard (3-7 days):
- Qualtrics: Depends on targeting
- Kantar Marketplace: 3-7 days
Complex studies: Advanced methodologies may take 1-2 weeks regardless of platform.
What’s the best platform for small businesses vs. enterprises?
Small Businesses & Startups:
- PickFu: Cheapest, fastest for simple polls ($1/response)
- Typeform: Great for customer feedback (free-$29/month)
- Attest: Accessible enterprise-grade research (custom pricing)
- Pollfish: Affordable mobile research ($95/month+)
Mid-Size Companies:
- Attest: Fast insights with dedicated support
- quantilope: Advanced methods at lower cost than agencies
- GWI: Audience insights for targeting
Large Enterprises:
- Qualtrics: Most comprehensive, enterprise-grade
- quantilope: Automated advanced research at scale
- Forsta: Integrated HX platform
- Kantar Marketplace: Validated methodologies
Can I track my brand over time?
Yes, several platforms offer brand tracking:
Purpose-built brand tracking:
- Qualtrics BrandXM: Comprehensive brand monitoring
- quantilope: Better Brand Health Tracking methodology
- Attest: Brand tracking with multi-wave capabilities
- GWI: Ongoing brand data (4,000+ tracked brands)
- Kantar Marketplace: Validated brand equity tracking
Key metrics tracked: Brand awareness, consideration, preference, NPS, brand attributes, competitive positioning, purchase intent
Frequency: Monthly, quarterly, or continuous tracking depending on platform
What’s the difference between quantitative and qualitative research platforms?
Quantitative platforms (numbers-based):
- quantilope, Qualtrics, Attest, Pollfish, PickFu
- Measure “how many” and “how much”
- Structured surveys with closed-ended questions
- Statistical analysis and significance testing
- Representative samples and projectable results
Qualitative platforms (insights-based):
- Focus groups, in-depth interviews, ethnography
- Understand “why” and “how”
- Open-ended conversations
- Thematic analysis
Both: Qualtrics (video feedback), Typeform (open-ended), Forsta (multi-method)
Most market research requires both quantitative data (what’s happening) and qualitative insights (why it’s happening).
Do I need research expertise to use these platforms?
Varies by platform:
No expertise needed:
- PickFu: Simple polls anyone can run
- Typeform: Basic survey creation
- Attest: Dedicated research manager helps you
Some training helpful:
- quantilope: Training provided; research consultants support DIY users
- Pollfish: Straightforward but benefits from research knowledge
- GWI: Training recommended for best use
Expertise recommended:
- Qualtrics: Advanced features require training
- Displayr: Best for experienced researchers
- Kantar: Expert methodologies
Best for beginners with expert support: Attest (dedicated research manager), quantilope (research consultants), Kantar (specialists)
Final Thoughts
Choosing the right market research software depends on your budget, research complexity, and speed requirements. For most organizations, I recommend:
- Qualtrics for large enterprises needing comprehensive research capabilities, advanced methodologies, and global panel access
- quantilope for organizations wanting advanced research methods (conjoint, MaxDiff) automated and delivered fast at lower cost than agencies
- Attest for teams needing fast, reliable consumer insights with dedicated expert support and predictable pricing
- GWI for continuous audience intelligence and deep consumer profiling across global markets without per-response costs
- Pollfish for mobile-first consumer research with fast results and accessible pricing
For organizations with specific needs:
- Quick consumer feedback: PickFu (fastest, cheapest), Pollfish (hours), Attest (24-48 hours)
- Advanced methodologies: quantilope (15 automated methods), Qualtrics (comprehensive)
- Brand tracking: Qualtrics BrandXM, quantilope, Attest, GWI
- Audience insights: GWI (deepest profiling), Attest, Qualtrics
- Budget-conscious: PickFu ($1/response), Typeform (free-$29/month), Pollfish ($95/month)
- Analysis only: Displayr (no panel, best for analyzing existing data)
- Validated methodologies: Kantar Marketplace (proven to predict sales)
Remember that the best market research platform is one that matches your research objectives and provides access to the right audiences. If you’re doing pricing research or concept testing, prioritize platforms with built-in conjoint analysis and MaxDiff (quantilope, Qualtrics). If speed is critical, choose platforms with guaranteed fast fill times (PickFu, Pollfish, Attest). For ongoing brand tracking, select platforms with continuous monitoring capabilities (GWI, Attest, Qualtrics).
Most platforms offer demos or trials—take advantage of these to test the platform with your actual research needs before making a long-term commitment.
About This Guide
This guide was created through extensive research of market research platforms and software, analyzing panel access, methodologies, pricing, and user reviews. All information is current as of October 2025. Market research software features and pricing change frequently, so always verify details on the vendor’s official website and request demos to evaluate platforms with your specific research requirements.
