Five free online tools to use for Market Research

Marketing research is an important part of any marketing plan. It helps you understand how people think and behave so that you can create products and services that will appeal to them. For many small to midsize brands, market research can feel cost-prohibitive. This article will show you five ways you can do some market research for free. The more you understand your consumer, the better you can define your brand positioning

market research


Use SurveyMonkey to create surveys with ease.

If you need to gather some market research data quickly, SurveyMonkey is one of the easiest ways to do it. You can use SurveyMonkey’s free version to create surveys and then share them online. Click on this link to learn more: Survey Monkey

Leading a deep-dive business review

Too many marketers are not taking the time to dig in on the analytics. There is no value in having access to data if you are not using it. The best brand leaders can tell strategic stories through analytics. You should be conducting a deep-dive business review at least once a year on your brand. Use our 64 analytical questions to get you started. 



Use Qualtrics to conduct online research studies.

Qualtrics offers an easy way to conduct online research studies. It allows you to build surveys with questions and answers, and then send them to people who opt into your study. Click on this link to learn more: Qualtrics

How to write meaningful consumer insights 

Once you have done some market research, try to turn the work into a consumer insight. Our consumer insights tool below helps you get in the shoes of your consumer and use their voice. 

Every consumer insight should start with the word “I” to get into the shoes of your consumer. Put the consumer insight into quotes to engage their voice. To kickstart your brainstorming, use the consumer voice with our simple tool, “I feel ________ whenever I _______” with a human truth in the first blank, and a moment in your consumer’s life in the second blank.  

consumer insights

To illustrate, zoom in to see more details.

Google Analytics

Use Google Analytics to see where your traffic comes from.

Google Analytics is one of the most popular free analytics tools available to help with market research. You can use it to track how visitors interact with your website, as well as see what pages are getting the most views. 

Here’s a great video from Neil Patel, who is one of my favorite resources. His UbberSuggest tool has a free version and a lifetime price of $200. I use it five times per week for my own website research.


Use Hotjar to monitor user behavior.

Hotjar is an online survey tool that allows you to monitor user behavior. It’s easy to set up and offers a variety of features. Hotjar helps you understand how users behave on your site, what they need, and how they feel. Moreover, you can map the user journey to spot patterns and trends. And, then develop a deeper understanding of your users with Hotjar.


Use Buzzsumo to find influencers and track their social media performance.

BuzzSumo is a free market research tool that helps marketers find the top performing blogs and websites in any given industry. You can use it to see what people are saying about your competitors, as well as discover new opportunities for your own brand. 

You can use it to find the most popular content on the web. And, you can find real questions to answer in your content. 

Click on this link to learn more: Buzzsumo

Brand Management Mini MBA

Invest in your future. If you are an ambitious marketer, looking to solidify your marketing skills, our Brand Management Mini MBA will teach you about strategic thinking, brand positioning, brand plans, advertising decisions, and marketing analytics. 

Have a look at our brochure on our Mini MBA program

Use  >  to move through the brochure or  x  to see the full screen. 

You get 36 training videos and our Brand Toolkit ($200 value) that has over 120 PowerPoint slides you can use for presentations on brand plans, brand positioning, and business reviews. We provide key chapters from our Beloved Brands Playbook, and a Brand Management Workbook with exercises to try in real-time. Earn a certificate you can use on your resume or LinkedIn profile. 

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