Selecting the Right Tools for the Job
When taking on a DIY market research project, many experts recommend prioritizing the most crucial research questions first. Focus on the most impactful areas. Don’t reinvent the wheel—in other words, leverage existing data and strive to collaborate effectively.
There’s also a need to embrace digital tools that may help in the mission. Utilize online survey platforms, social listening tools, and data analytics software, for example, to streamline data collection and analysis. Of course, there are many tools available that serve a range of purposes. Focusing on the key characteristics that you need can help streamline the search process.
As Quantilope notes in its blog, “15 of the Best Market Research Tools To Use in 2025,” “The most effective market research strategy often involves leveraging multiple tools to address different research needs – from social listening and website analytics to survey platforms and data visualization. The right combination depends on your specific business objectives, whether you’re exploring customer sentiment, testing new product concepts, or monitoring competitive landscapes.” Quantilope also notes the distinction between market research tools, which may take a project-based approach that focuses on answering specific business questions; and market tracking tools, which provide ongoing monitoring of market trends and competitor activity.
Finally, with so many features and functions to choose from, it can feel overwhelming to research market research tools. Quantilope advises focusing on key capabilities, such as real-time data access; what advanced methods are available, such as MaxDiff analysis or segmentation; panel choice; and artificial intelligence features.
AI-Driven Innovation & Insights Solutions Showcase
Earlier this year, All Things Insights debuted the AI-Driven Innovation & Insights Solutions Showcase, 2025. Innovation and insights executives have been asking for a one-stop-shop for the myriad AI-Driven Solutions available. We hope this comprehensive guide to AI-Driven Innovation & Insights Solutions speeds you to market with new ideas, new tools and new inspirations.
Making An Impact
At TMRE 2025, the session, “Only Impact Matters: Case Studies on Doing (a Lot) More With (a Lot) Less,” will be held by Kamilah Jackson, AVP, Research & Competitive Intelligence at DIRECTV, and Jason Lau, Sr. Director, Consumer Insights at DIRECTV.
It’s no secret that this has been a challenging couple of years for insights practitioners. In this session, DIRECTV’s research leadership will walk through several mini-case studies focused on some of the biggest existential challenges they have faced, and how they have adapted and continue to drive impact.
Specific topics will include: Making “good enough” a best practice: how to balance methodological rigor with actually helping your stakeholders; saying goodbye: how to pivot when legacy research programs no longer serve their purpose; and remembering that PPT slides aren’t “impact”: how to insure your seat at the table when AI is coming to get us.
The Democratization of Insights
There are many emerging technologies in market research today, in particular with the growing list of AI-enabled tools. These tools are a powerful way to augment humans’ market research efforts and collectively can help support making informed business decisions.
In its blog, Quantilope recommends focusing on these best practices when it comes to searching for digital tools:
- Use automation strategically. AI and machine-learning tools should be used as a collaborative partner, not a replacement for your expertise. These technologies and tools are incredible resources to speed up and streamline a market research process, but nothing can replace human insight. Use these tools as a way to inspire your starting process that you then further customize and make your own.
- Iterate. Research platforms and tools make it easier to get more done faster, so use that to your advantage. Once you’ve collected data, use those insights to run either another wave of the same study for trended insights, or to inspire a new type of study that dives into a particular finding in more depth.
- Leverage advanced methodologies. Market research platforms no longer require you to be an expert in behavioral science or statistics in order to leverage advanced and complex insights. With features like pre-programmed survey templates and drag & drop modules, research platforms are empowering users of any skillset to generate impact for their business through rich and actionable findings.
Video courtesy of Hostinger Academy
