20 Best Marketing Insights Tools for Marketers in 2024 [Updated]

In today’s digital landscape, data-driven marketing stands as a linchpin for business success. Navigating this data-rich terrain demands the utilization of precise market research tools to unearth actionable insights. 

In this blog, we will delve into the realm of the finest marketing insights tools, equipping marketers with the means to leverage data for strategic decision-making and the creation of impactful campaigns.

Why Marketing Research Tools are Important for Your Business

The conventional approach to marketing research typically entails evaluating the broader market landscape for a product or service, polling consumers about their preferences, and organizing focus groups to gauge reactions to a new product.

Yet, the adoption of marketing research tools has become indispensable for businesses as they significantly expedite the research process when compared to traditional methods. 

They automate the collection and analysis of data, providing swifter access to valuable insights. This time-saving advantage empowers businesses to make prompt decisions, swiftly adapt to evolving market trends, and maintain a competitive edge.

How to Leverage Insights from Marketing Research Tools in Your Marketing

Using insights from marketing research tools in your marketing strategy means tapping into data for savvy decision-making. 

Take customer behavior data, for instance; it unveils patterns, preferences, and pain points, enabling tailored product offerings and pricing strategies that align with customer needs. 

Also, it’s not just about product tweaking; social media sentiment analysis steers your content and engagement strategies in the right direction. 

A/B testing insights serve as the fuel for optimizing website design and email campaigns, while customer segmentation data enables personalized messages for specific groups.

To put it simply, these tools give businesses the means to fine-tune their strategies, enhance customer experiences, and ultimately flourish in the constantly changing market landscape.

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13 Top Paid Marketing Research Tools

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1. Statista

Statista is a popular online hub that opens the door to a trove of stats, market insights, reports, and business intelligence. It’s like a giant library of data, covering everything from market trends and how people behave to economic signals and who’s who in different industries.

The best part is that they serve up all this information in easy-to-digest visuals like charts and graphs that make even complex stuff a breeze to understand.

Pros 

• User-friendly interface 
• Massive database of statistics
• Global coverage
• Regular updates

Cons

• ​​Limited data access in the free version 
• Limited customization options for report

2. Manda AI 

Mandala AI is a one-stop hub for social listening and monitoring. It’s your go-to place to effortlessly manage social profiles, stay in the loop with the hottest content trends, and unearth valuable insights. 

It’s here to supercharge your team’s creativity, from sparking fresh ideas and curating shareable content to collaborative analysis, discovering key business insights, or just simply brainstorming your way to excellence. 

The main features of Mandala AI are:

Mandala Cosmos: Mandala Cosmos is a social monitoring tool, perfect for SMEs, content creators, and influencers. It’s designed for trend discovery, helping you find popular posts, keywords, and hashtags. Here users can create customized feeds and playlists for easy sharing, teamwork, and in-depth online activity tracking. 

Mandala Analytics: Elevating your game beyond Cosmos, Mandala Analytics steps into the scene with robust market insights, attentive social listening, sentiment analysis, and other in-depth data exploration.

It equips you to dig into campaign assessments, market trends, benchmarking, and keeping an eye on the competition, all while delivering comprehensive reports to empower your team’s informed decision-making.

Pros 

• Cost-effective pricing plan
• User-friendly interface
• Multiple platforms access in one dashboard

Cons

• Limited functions and features on the free version

3. BrandMentions

BrandMentions is like your online brand watchdog and reputation manager. It’s a versatile tool built to assist businesses in keeping tabs on all mentions related to their brand, products, competitors, and important keywords spread across the vast expanse of the internet.

In essence, it’s your trusty sidekick for staying updated and in control of your online presence and reputation, all while keeping an eye on what the competition is up to.

Pros 

• Ease of use 
• Custom alerts
• Real-time monitoring

Cons

• Social media database only
• Time-consuming on the initial setup process 

4. SurveyMonkey

SurveyMonkey is a widely used online tool for crafting, sharing, and dissecting surveys and questionnaires. It’s got a super intuitive interface and a bunch of different question styles to help you whip up custom surveys that fit your research goals.

When it comes to getting the word out, surveys can be distributed through various channels, including email, social media, web links, and embedded on websites, reaching a broad audience. 

Pros 

• Easy survey creation
• Multilingual surveys
• Customizable templates
• Multiple distribution channels

Cons

• Limited functionality of the basic plans
• Minor hiccups in the creation process, sometimes 

5. Temper

Temper offers user feedback and audience research tools designed to help you gather valuable data regarding your products and services.

Through user-friendly surveys placed strategically across various web pages, you can assess customer satisfaction, acquire demographic and behavioral information about your target audience, evaluate the overall customer experience, and perform additional data-driven tasks.

Pros 

• Simple and easy-to-understand dashboard display
• Real-time result

Cons

• No free plan

6. SEMrush

SEMrush stands out as a widely embraced and all-inclusive digital marketing tool and software platform, serving as a go-to resource for businesses and digital marketers aiming to enhance their online presence and performance.

It boasts an extensive array of features and capabilities that cater to a multitude of digital marketing needs and competitive analysis tasks. These encompass essential functions like keyword research, backlink analysis, social media management, market analysis, site audits, competitor analysis, and thorough PPC research, among others.

Pros 

• Wide range of SEO features
• Robust link-building
• Massive keyword and backlink databases

Cons

• The interface might not be user-friendly for beginners
• Relatively expensive for small business
• One device login only in the pro plan

7. Ahref

Ahrefs is a standout choice among SEO (Search Engine Optimization) tools, highly regarded by website owners and digital marketers aiming to boost their online presence.

In its array of tools, Ahrefs provides comprehensive insights into a website’s backlinks, helps uncover fresh keywords, assesses their popularity and competitiveness, and serves as a top-notch market research tool, all while ensuring your SEO health remains a top priority.

Pros 

• Comprehensive backlink analysis
• Competitor analysis
• Content research
• User-Friendly Interface

Cons

• Limited social media features (as the platform focuses on SEO)
• Comes with a modest learning curve 

8. Gartner

Gartner is a global consulting and research firm that helps organizations make informed choices in the worlds of technology, business, and management.

They’re famous for their research reports and industry analysis, offering valuable insights. Gartner’s services span a wide range of topics, including IT, marketing, supply chain management, HR, and more.

Companies often turn to Gartner for research and guidance when making strategic decisions, assessing tech vendors, and staying up-to-date with industry trends and best practices.

Gartner’s insights are valuable to businesses, whether they’re big corporations or smaller enterprises across various sectors.

Pros 

• Expert market analysis 
• Strategic decision support

Cons

• Pricey
• Limited coverage (e.g. the niche markets)

9. Buzzumo

BuzzSumo is a well-recognized and frequently utilized content research and social monitoring tool. It proves highly valuable for marketers, content creators, and businesses looking to improve their content marketing and social media approaches. 

BuzzSumo excels at examining the performance of content across diverse online platforms, extracting insights on trends, pinpointing industry influencers, and gauging audience engagement levels. Plus, the platform also offers a convenient Chrome extension to streamline your tasks as well. 

Pros 

• Chrome extension
• Excellent social media analytics

Cons

• Limited data access in the free version
• Limited social platforms

10. Typeform

Here is another market research software. Typeform is a versatile online platform that empowers both individuals and businesses to craft engaging surveys, forms, quizzes, and questionnaires. 

It offers a dynamic way to gather valuable insights and feedback directly from your target audience. Typeform’s strength lies in its intuitive interface, visually appealing design, and interactive approach to data collection, making it a valuable tool for brands seeking to engage their audience effectively.

Pros 

• Multi-platform compatibility
• Customizable forms
• Engaging designs

Cons

• Not compatible with offline data collection
• Limited features and number of forms in the free plan

11. Qualaroo

Qualaroo is a handy platform that lets businesses and website owners collect immediate feedback from their site visitors and customers. It offers tools to create surveys, including NPS surveys, right on your website. 

Additionally, it assists in building user personas by precisely targeting your audience and tracking their actions and preferences. All of this helps organizations gain valuable insights to enhance user experiences and base decisions on solid data.

Pros 

• NPS surveys
• Other tools integration

Cons

• Limited survey types
• Need more options for report filters 

12. SimilarWeb

SimilarWeb is one of the leading market research tools in the industry, renowned for its ability to furnish extensive insights across various sectors.

It serves as an all-encompassing web analytics and competitive intelligence platform, delving into the realms of website traffic, audience demographics, online interactions, and digital marketing tactics. 

This robust resource caters to websites, mobile apps, and online enterprises alike, rendering it an indispensable asset for conducting competitive evaluations, market investigations, and enhancing digital marketing strategies.

Pros 

• Versatile platform
• User-Friendly interface

Cons

• Limited historical data
• Competitive insights limitations

13. Ubersuggest

Ubersuggest, created by Neil Patel, is a versatile market research tool tailored for SEO endeavors. Basically, Its objective is to aid users in enhancing their website’s presence on search engines, including Google. 

Ubersuggest provides a wide range of features and valuable insights to streamline activities like keyword exploration.

By simply entering a domain or keyword, this tool furnishes you with keyword recommendations, monthly search volume figures, and other pertinent information, enabling you to identify the most promising prospects for your target keyword.

Plus, the platforms lend support to competitive analysis, content ideation, backlink evaluation, and various other tasks.

Pros 

• Free plan offered, with several useful features 
• Comprehensive SEO insights

Cons

• Limited results in niche market data

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7 Top Free Marketing Research Tools

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1. Think With Google 

Think With Google is an online platform and knowledge hub brought to you by Google. 

Its main purpose is to offer marketers, advertisers, and business experts access to insights, data, research, and valuable resources that pertain to the realm of digital marketing, consumer behavior, and industry trends. 

Think With Google functions as a valuable central resource for keeping up-to-date with the latest happenings by harnessing Google’s vast pool of data and expertise. It provides a range of tools to help you identify your target demographic, experiment with website improvements, and monitor real-time consumer behavior in any location.

Pros 

• Free extensive expertise and data resources
• Ease of use

Cons

• Limited data on the niche market

2. Google Trends

Google Trends, a prominent tool for market research, is also a highly valuable free resource. The tool gives you the lowdown on how often people type a search term into Google Search, Google News, and YouTube during defined time frames. 

Visualize it as your personal detective, enabling you to uncover trends and areas of interest within various industries and subjects. Furthermore, it provides data on the most pertinent queries and topics while granting access to regional trends – all conveniently accessible at your fingertips.

Pros 

• Polished and pleasing design
• Effortless modification search parameters

Cons

• Limited keyword of comparison chart 
• Constrained scope of related terms

3. Google Keyword Tool 

The Google Keyword Tool, available at no cost, is a digital market research tool offered by Google within its Google Ads suite. 

Its primary purpose is to aid advertisers and website proprietors in discovering pertinent keywords for their online promotional endeavors, specifically geared towards pay-per-click (PPC) advertising by peeking at what customers search on Google. 

This handy tool also assists users in pinpointing keywords that have the potential to excel in Google Ads campaigns while delivering valuable insights for optimizing search engine optimization (SEO) strategies.

Pros 

• Integration with Google Ads
• Keyword trends discovery and grouping

Cons

• Limited long-tail keywords
• Limited to Google only 

4. Make My Persona

Make My Persona, a complimentary online tool from HubSpot, a prominent inbound marketing and sales software provider, is specifically crafted to aid businesses and marketers in shaping comprehensive buyer personas.

These buyer personas are constructed based on the information you input and serve as semi-fictional profiles of your ideal customers. They encompass crucial demographic, behavioral, and psychographic data. 

Such personas play a pivotal role in enabling businesses to fine-tune their marketing strategies, product development, and customer engagements, all with the aim of better aligning with the preferences and requirements of their target audience.

Pros 

• Customizable persona templates offered
• Swift and easy to use

Cons

• User input dependency 

5. Answer The Public

Answer The Public is an invaluable content research and keyword utility that facilitates the exploration of inquiries, subjects, and search terms linked to a particular keyword. This tool is expertly crafted to assist content producers, SEO experts, and marketing aficionados in generating pertinent and beneficial content concepts.

By functioning as an online repository of question-based insights, this platform empowers users to gain a deeper understanding of their target audience’s inquisitiveness. It accomplishes this by diligently compiling a comprehensive list of useful phrases, colloquialisms, and inquiries that individuals are posing in connection to a specified keyword.

Pros 

• Question-based insights
• Visually appealing display 
• CSV export

Cons

• A single search at a time
• No competitor analysis 

6. Social Mention

Social Mention is a robust social media monitoring and analysis tool that provides a range of essential features for users looking to keep tabs on online discussions. It keeps a watchful eye on mentions spanning diverse social media platforms, blogs, news outlets, and more. 

This invaluable capability ensures that users are always in the know about the buzz surrounding their brand, product, or any keyword of significance. Additionally, it excels in sentiment analysis, helping users assess the prevailing public sentiment, whether it leans towards positivity, negativity, or neutrality, pertaining to their brand or chosen subjects.

Pros 

• Wide channel coverage
• Data collection in one place 

Cons

• No team collaboration

7. Page Insights by Meta

If you’re running your business on Facebook, we’ve got just the right marketing toolkit for you. Page Insights comprises a suite of analytical resources designed specifically for Facebook Page managers. 

These tools are geared towards aiding you in comprehending and evaluating the effectiveness of your Facebook Pages. Within Page Insights, you’ll find a trove of essential data and metrics, spanning user interaction, audience characteristics, post visibility, post performance, and much more.

Pros 

• Simple navigation
• Platform’s courses provided

Cons

• Work with the Facebook page only 

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Decide What’s Right for You 

As we near the end of our journey through these 20 finest marketing insights tools, remember that the world of data-driven marketing is always on the move. Think of these tools as your trusty allies who have your back, understanding your audience in this dynamic landscape.

Now, it’s your time to dive in, explore, and find the tool that perfectly suits your unique marketing needs. Whether you’re delving into customer behavior data, supercharging your content strategies, or fine-tuning pricing approaches, these tools open up a world of opportunities. 

Embrace the power of data, try new things, and keep innovating to stay ahead in your industry. Let these tools be your compass on the journey to marketing excellence.