Top 10 Consumer Insights Tools For Market Research in 2024

Stay ahead with the top 10 consumer insights tools for market research in 2024 to boost customer experience.

Soham Saha
February 20, 2024
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In today's dynamic market landscape, businesses need reliable ways to understand what consumers think and how they behave. 

Consumer insights tools work by capturing what people think and feel about products, services, and brands. They play a crucial role in market research, helping businesses make informed decisions by understanding their target audience.

Allocating funds to a consumer insights platform shows a commitment to gaining deep insights into your customer base. Through the use of these tools, businesses can uncover a treasure trove of valuable information, facilitating more intelligent decision-making, customer-centric strategies, and long-term success in the market research landscape.

In this blog, we'll help you find the right consumer insights analytics tools or platforms for marketing research that will cater to your specific needs for your objectives and target audience.

1. Decode


Decode is an integrated consumer research platform that leverages Insights AI for consumer insights. 

We offer a comprehensive and user-friendly consumer research experience. This includes features like a quantitative and qualitative research repository, Emotional and Behavioral analytics, transcription and translation for 52 and 110 languages, respectively, and a unique research assistant called Decode Copilot. Decode Copilot streamlines the process of data analysis by seamlessly extracting insights from diverse data sources, including transcripts, PDFs, PowerPoint presentations, and documents. 

Additionally, we support in-context research for popular platforms like Instagram, TikTok, and websites. With Decode, you get access to an expansive panel of 80+ million respondents across 120 countries.

Trusted by brands across various industries such as CPG, Retail, OTT, and Media, Decode serves multiple use cases like Concept Testing, Media Research, Content Testing, Shopper Research, and In-context Testing. It has become a go-to solution for brands aiming to conduct effective consumer research.


  • Quantitative Research: Conduct both numerical and exploratory research to gather diverse insights from your audience. Create tailored surveys with ease using customizable templates for efficient data collection.
  • Live Interviews and Focus Group Discussions: Engage in real-time discussions with your audience for in-depth understanding.
  • In-Context Research Capabilities - Instagram, TikTok, and Websites: Study consumer behavior within their natural online environments - Instagram, TikTok & websites for authentic insights.
  • Behavior AI - Patented Eye Tracking Technology: Utilize cutting-edge eye-tracking technology to analyze user behavior and attention patterns.
  • Tags and Highlights for Media and Documents: Organize and spotlight key information in media and documents for streamlined analysis.
  • Research Repository - Upload, Conduct, and Analyze in one place: Centralize your research activities, from uploading data to conducting analysis, in a unified platform.
  • AI Research Assistant - Decode Copilot: Enhance research efficiency with an AI-powered assistant guiding you through the process.
  • Automated Transcription and Translation in over 100 languages: Effortlessly transcribe and translate content in multiple languages for comprehensive analysis.
  • Panel: Choose between leveraging your existing panel or tap into a vast global panel of 80 million+ across 120 countries for diverse perspectives.
  • DIY Research or Assistance from the Professional Services Team: Opt for a do-it-yourself approach or collaborate with professional services for tailored research support.


Decode offers a simple SaaS pricing model with no platform fee. We operate on an annual commitment to research sessions, each lasting up to 60 minutes. Discounts are offered for larger volumes of sessions purchased. Users can also opt for additional features like Live Technical Support for Moderators and Discussion Guides.

You can book a demo for a customized research solution and expert insights.


  • Get customized consumer insights at both the pre and post-live stage, powered by Insights AI.
  • Gain richer insights beyond traditional surveys and focus groups.
  • User-friendly platform.


  • No free trial.

2. Quantilope


Quantilope provides an online consumer intelligence platform that's mostly do-it-yourself (DIY) and also automated. Everything happens online in one place—from designing questionnaires to recruiting participants, analyzing data, and visualizing it. Clients can use various pre-loaded questionnaire templates tailored for different research study types. 

The platform updates in real-time, offering data analytics as soon as responses arrive and updating report charts accordingly. While designed to be user-friendly for those inclined towards a DIY approach, Quantilope also boasts a team of certified research consultants poised to offer guidance and support, ensuring a comprehensive and effective market research experience.


  • Survey Management: Survey builder, question types, templates, survey distribution
  • Survey Customization: Branching/skip logic, branding
  • Survey Insights: Reporting and analytics, data exporting, permissions
  • Real-time access to data
  • Automatic analysis and reporting


Quantilope doesn't publicly disclose its pricing information, as it offers custom quotes based on individual needs. 


  • Quantilope's team collaborates closely with businesses to formulate a research agenda and suggest solutions rather than merely proposing activities for contract fulfillment. 
  • Quantilope offers diverse functionalities, enabling users to construct their research, analyze data, and generate reports—all tailored to their specific research needs and objectives.


  • Users express frustration when attempting to add multiple graphs simultaneously to the insights dashboard.
  • Quantilope currently lacks some of the features and functionalities that customers ideally want.

3. Dovetail


Dovetail is a leading customer insights platform designed to help businesses of all sizes conduct thorough market research by efficiently collecting, analyzing, and sharing customer feedback. 

Founded in 2017, they empower teams to turn research data into actionable insights that enhance products, services, and, ultimately, customer experience.


  • Surveys
  • Templates
  • Highlights and tagging
  • Thematic clustering  
  • Sentiment analysis
  • Full-text search and filtering
  • Automatic summarization


Dovetail has three plans:

  • Starter: $30/month
  • Business: $1,800/month
  • Enterprise: Custom quotation


  • The product design is rated highly
  • Easy to create a research project.
  • The possibility of uploading a video and having an automated transcription of it.


  • The search function is robust, but the results are presented in an unstructured manner with limited options for quick filter narrowing down. 
  • Transcripts in other languages, particularly Spanish and Portuguese, lack a bit of calibration. 
  • The pricing plans can be confusing, and the free version doesn't provide enough features for setting up a comprehensive proof of concept.

4. Stravito


Stravito is a user-friendly insights platform that focuses on making market research and insights easily accessible and actionable for decision-makers, enabling them to truly understand their customers and improve their products and services.

With a simple interface, Stravito ensures that market research data is readily accessible and understandable, catering to both research professionals and those without a research background.


  • Single source of truth
  • Track engagement 
  • Intuitive UX 
  • Built-in analytics powered by AI
  • Generative AI
  • Dedicated support
  • Collaboration


Stravito follows a custom quote model for its pricing, which means that they don't publicly disclose standard plans and prices. Instead, they tailor pricing based on your specific needs and usage.


  • The platform is user-friendly and intuitive to navigate, making it a great tool for supporting digital transformation. 
  • It consolidates important materials online, accessible to employees with just one click. 
  • The AI-supported search functionality reduces the time and effort required to find necessary information, providing a hassle-free experience.


  • Some users report that their Collections feature could be improved.

5. Qualtrics


Qualtrics is a leading SaaS provider of Experience Management (XM) software. They empower businesses to collect, analyze, and act on feedback from various sources, including customers, employees, brands, and products. 

They leverage AI-powered insights and pre-built dashboards to translate data into actionable insights.


  • Survey Management: Survey Builder, Question Types, Templates, Survey Distribution
  • Survey Customization: Branching/Skip Logic, Branding, Multimedia Support, Multilingual Surveys
  • Survey Insights: Reporting & Analytics, BI Tools Integration, Data Exporting, Permissions
  • Brand Signals: Comparison
  • Brand Analytics: Trend Analysis, Tracking


 Qualtrics doesn't publicly disclose its standard pricing information. Instead, they offer custom quotes based on individual needs and usage


  • Qualtrics is a user-friendly platform designed for capturing customer insights.
  • It simplifies the process of gathering feedback and collecting data from participants. 
  • Qualtrics offers the capability to generate custom links for users, enhancing customization and flexibility.


  • The absence of collaborative survey capabilities. 
  • The 'owner' of the survey cannot be changed, which is a concern expressed by some users.

6. Typeform


Typeform stands out as an easy-to-use survey tool, simplifying the collection of customer feedback and zero-party data from users. 

In comparison to other consumer insight platforms that may offer surveys as an option, Typeform, functioning as a standalone survey tool, provides greater control over the appearance, style, and data collection aspects of forms, thereby facilitating more effective and tailored market research goals.


  • Customization: Conditional Logic, Multi-page Forms, Design
  • Survey Management: Survey Builder, Question Types, Templates, Survey Distribution
  • Survey Customization: Branching/Skip Logic, Branding, Multimedia Support, Multilingual Surveys
  • Survey Insights: Reporting & Analytics, BI Tools Integration, Data Exporting, Permissions


  • Basic Plan: $25 per month.
  • Plus Plan: $50 per month.
  • Business Plan: $83 per month.
  • Enterprise Plan: Custom quotes are required.


  • Goes beyond traditional questionnaires, making forms more enjoyable to complete.
  • Allows personalizing forms with colors, fonts, logos, and even custom themes for consistent branding.
  • Creates and collects responses in multiple languages for a wider audience reach.


  • Pricing, especially for higher tiers, can be higher than competitors with similar features.
  • Compared to dedicated survey tools, reporting functionalities might be less extensive.

7. Toluna


Toluna offers market research solutions through their large online panel and user-friendly platform. They act as a bridge between brands who want to understand their target audience and consumers who want to share their opinions and earn rewards. 

Toluna fosters a mutually beneficial relationship where brands gain crucial insights and consumers have a voice and receive tangible rewards for their participation. This approach makes Toluna a unique and valuable player in the market research landscape.


  • Survey management
  • Data analysis tools
  • Question branching
  • Benchmarking
  • Mobile survey
  • Custom survey URLs
  • Panel management


Toluna doesn't publicly disclose their pricing information for businesses seeking market research insights. 


  • Redeem points for gift vouchers, products, or even cash.
  • Available in over 70 countries, opening opportunities for diverse opinions.
  • Easy to use platform.


  • Surveys pay few points, requiring significant time investment for larger rewards.
  • Some surveys may be short and engaging, while others can be long and tedious.
  • You might not always receive surveys relevant to your interests.

8. Qualaroo


Qualaroo is an automated research platform specifically crafted to assist digital product teams in efficiently collecting valuable insights from users at scale. This platform aims to streamline the user research process, providing relief to teams by eliminating the challenges associated with collecting user feedback. 

Whether in a mobile app or web app, Qualaroo offers the deployment of its distinctive nudges and features like advanced targeting, dynamic insight reporting, sentiment analysis, and more, making it an indispensable tool for effective market research endeavors.


  • In-Context Feedback
  • Sentiment Analysis
  • Feedback Widgets
  • A/B Testing
  • Integration with popular CRM


  • Essentials: $69/month
  • Premium: $149/month
  • Business: Starting at $299/month


  • Customize questions and offers based on user behavior and journey.
  • Choose from various formats to gather quantitative and qualitative data.
  • Gain actionable insights through filters, segmentation, and sentiment analysis.


  • Some users are not satisfied with their customer support.
  • Unlike dedicated panels, you have less control over sampling criteria.
  • Open platform nature could lead to biased responses or duplicate entries.

9. is a market research platform that focuses on qualitative insights, integrating consumer insights tools to elevate the research process. This platform enables researchers to engage with participants through online forums, focus groups, and communities, gaining profound insights into their opinions and perceptions. 

As a popular consumer insights tool, help businesses uncover nuanced insights, refine concepts, and delve into customer motivations. The interactive approach fosters meaningful conversations, yielding valuable qualitative data that significantly enhances strategic decision-making.


  • User Response Methods: Survey, Video Snippets, Video Interview, Photo Submission, Text/Notes
  • Participant Selection: In-App, On-Site, Recruitment Pool
  • Insights: Analytics, Collaboration, Sorting, Computer Transcription
  • Feedback Source: Survey Link
  • Feedback Management: Sharing Privacy

Pricing doesn't publicly disclose their specific pricing. 


  • Access millions of potential participants across 100+ countries.
  • Extract key themes, analyze sentiment, and generate transcripts automatically, saving time and effort.
  • Easy to use platform.
  • Real human on-site support.


  • Less control over participant selection than dedicated panels, requiring careful screening.
  • Open platform nature might lead to biased responses or duplicate entries.
  • The sidebar with the chat function lacks clear navigation buttons.

10. SurveyMonkey


SurveyMonkey lets you make, send, and study surveys, just like the name suggests. It works well for both people and groups because it's easy to use, has many types of questions, and allows customization. 

SurveyMonkey also gives you real-time data analysis. Despite its name, SurveyMonkey isn't just for surveys—it's handy for various research tasks, from checking how happy your staff is to getting feedback from customers.


  • User-Friendly Interface
  • Question Types
  • Customization
  • Logic and Branching
  • Real-time Data Analysis
  • Collaboration
  • Integration
  • Mobile Compatibility


  • Individual Plans: These start at $25 per month
  • Team Plans: Starting at $75 per month
  • Enterprise Plans: Custom pricing


  • Easy to use even for beginners, with intuitive design and drag-and-drop functionality.
  • Choose from multiple formats like multiple choice, open-ended, ranking, and more.
  • Access over 250 pre-made templates and a library of questions to streamline your process.


  • Costs can increase for advanced features and larger surveys.
  • Less control over demographics compared to custom panels.
  • Some of the surveys are way too long.


Things To Consider Before Choosing a Consumer Insights Tool

Making informed decisions about your target audience is crucial for any business, and customer insights tools can be invaluable in this process. Here are key factors to consider before making your choice:

1. What is your research objective?

What type of insights are you seeking? What research methods do you prefer? Do you favor surveys, social media listening, website analytics, or a combination? Ensure the tool supports your desired methods.

2. Who is your target audience?

Who are you trying to reach? Are there language or cultural considerations? Choose a tool that supports the languages and cultural nuances relevant to your audience.

3. How much are you willing to spend?

What is your budget? Do you have the internal expertise to use the tool effectively? Some platforms require technical knowledge, while others have user-friendly interfaces.

4. Is the interface intuitive and user-friendly? 

Does the platform offer adequate training resources and support? Ensure you can learn the tool and get help when needed. This is very important if multiple team members will be using the tool.

Final Words

Finding the right tools for market research involves a thoughtful exploration of available options. Researchers seeking tools that precisely align with their requirements must invest time in identifying the specific features they need.

For best results, you can try your hand with Decode, an integrated consumer research platform that leverages Insights AI for consumer insights. 

Frequently Asked Questions (FAQs)

Q1. What are consumer insights tools?

Answer: Consumer insights tools are software platforms designed to help businesses gather, analyze, and understand data about their target audience.

Q2. What are the 6 techniques to gain consumer insights?

Answer: The 6 techniques to gain consumer insights are- surveys, social listening, website analysis, in-depth chats, A/B testing, and feedback analysis.

Q3. What are consumer tools? 

Answer: Consumer tools are software applications or online platforms designed to help professionals or individuals make informed decisions about products and services. 

Q4. What are insights tools?

Answer: Insights tools are software platforms that help businesses gather, analyze, and understand data about their customers, products, and operations. They can come in various forms, each with its own strengths and weaknesses, but they all share the goal of providing businesses with actionable insights to help them improve their performance.

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Author Bio

Soham Saha
Soham is a true Manchester United fan who finds joy in more than just football. Whether navigating the open road, scoring virtual goals in FIFA, reading novels, or enjoying quality time with friends, Soham embraces a life full of diverse passions.

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