For years, in-person focus groups have been the gold standard when it comes to consumer research. But as the world turns to a digital sphere and consumers increasingly seek to do their research online, tools specifically designed for this purpose have sprung up to meet the demand.
These tools allow businesses to examine consumer perceptions across a range of scenarios, offering a more in-depth understanding of how, when and why consumers make the decisions they do.
With the right tools, it is possible to track all the key performance indicators of a marketing campaign such as:
- Reactions to marketing messages
- Brand and product awareness
- Purchase decisions
- Loyalty to brands and products
- Retail and consumer behaviour
- Market share analysis
- And so much more…
So whether you are a marketer, brand manager, researcher, or in a similar position, read on to discover the top 10 online marketing research tools.
Developed by one of the world’s largest digital marketing companies, Google, and Eloqua
Optimizely is one of the most comprehensive tools available for marketers to test and optimise web content. With Optimizely, you can replicate a web traffic pattern (known as A/B testing), analyse user behaviour, and test different landing pages and website forms.
Optimizely also allows you to compare A/B testing results across different groups and segments. For example, you can test a new product promotion with different audiences, such as men and women, or people with different incomes or age ranges.
2. Google Analytics
Google Analytics is one of the most popular and trusted tools when it comes to analysing website traffic and performance. Created by Google in 2005, this tool allows you to track and examine the behaviour of your website’s visitors.
With Google Analytics, you can set up user-friendly dashboards that quickly analyse your web traffic and display key performance metrics such as daily page views, unique visitors, and your target audience’s behaviour on your site.
You can also set up filters to segment your analytics data and show only the metrics that matter to you. For example, you can examine the behaviour of your most prominent customers to determine what works and what needs to be changed.
The Google Analytics dashboard also makes it simple to track the performance of different marketing campaigns, whether you are testing out a new product or service, or engaging with customers through a webinar or social media campaign.
Founded in 1994 and popularly known as the ‘SurveyMonkey Customer Survey Platform’, SurveyMonkey offers one of the largest online survey toolkits in the market. With over 18 million members worldwide, SurveyMonkey offers convenience and ease of use for businesses and enterprise administrators who want to conduct online research quickly and efficiently.
By combining easy-to-use tools with quick questionnaires, businesses can engage with customers directly, as well as gain valuable feedback about consumer ideas, behaviour, and expectations.
SurveyMonkey also offers an optional enterprise feature that provides the ability to track and analyse the survey data of up to 500 respondents, as well as identify’super-respondents’ — respondents who completed the survey more than 10 times.
If you’re looking for a low-cost, yet feature-rich alternative to SurveyMonkey, then ZoomInfo is a great choice. With over 20 million downloads, ZoomInfo is a highly-regarded customer relationship management (CRM) tool created with web entrepreneurs in mind.
ZoomInfo provides an online space for businesses to connect with customers, create marketing material, and analyse sales performance.
Like SurveyMonkey, ZoomInfo offers an easy-to-use platform with minimal training requirements. In fact, ZoomInfo is so user-friendly that even non-technical individuals can operate it effectively. Businesses can create customized landing pages, distribute surveys, and analyze the results in a matter of minutes.
One of the best parts of ZoomInfo is that you can put survey forms on almost any web page for quick insight into how web visitors are interacting with your content.
5. Ipsos iSay
The iSay tool from Ipsos iSay is a hybrid online survey tool that allows you to compare and contrast different demographic groups’ perceptions and opinions on a range of topics.
This trusted source of market research lets businesses provide the right content to the right audience and increases the efficiency of marketing campaigns. iSay also offers the unique feature of allowing respondents to give real-time feedback, which can help businesses to improve their products and services and understand consumers’ unmet needs.
If you’re looking for a tool that will allow you to quickly survey a large number of respondents, then iSay is a worthwhile option. Simply upload your questionnaire to the website, set the sample size, and begin distributing surveys. You can also collect and analyse the data in no time at all using the tool’s dashboard.
Unlike the other tools on this list, UserTesting.com is more of a research and development tool than a marketing research tool. Nevertheless, it’s still an essential part of any marketer’s toolkit.
UserTesting.com offers a unique service that connects you with human users who will help you to test the usability and functionality of your product or service. The company’s testers will help you to discover any problems with your site or app before they affect your sales, by presenting the pros and cons of your product or service and highlighting the areas for improvement.
By enlisting the help of UserTesting.com, you can be sure that you are gathering feedback from real people who actually use the product you’re testing. Moreover, you can examine and compare the results of different users to gain a more comprehensive understanding of your target audience’s needs and behaviors.
7. UserThink Lab
Founded in 2011, UserThink Labs is a fast-growing user testing and research company based in Europe, with offices in London, UK and Paris, France. To match the demand for online market research, the company has developed a toolkit that allows businesses to conduct A/B testing and other forms of online research quickly and efficiently.
With UserThink Labs, you can choose from a variety of online survey tools — including some of the ones mentioned above — and load them up with your questions.
Moreover, you can examine the qualitative data collected during the research, and export the results in a variety of formats including:
When it comes to conducting research online, there are many competing tools to choose from. It’s important to keep in mind that different tools offer varying features and functionality. What are the most important features to you?