Practical insights on AI-driven user & market research. This blog explores how AI is changing user interviews, product discovery, and customer feedback analysis. We cover topics like AI-moderated research, voice-driven insights, and making better product decisions with less manual effort. If you want to understand your users more deeply and streamline your research process, you’re in the right place.
If you're a product leader, UX researcher, business strategist, or marketer in Singapore, you already know—making decisions without solid data is a gamble. And in today's competitive environment, surface-level insights just don’t cut it anymore.
As a researcher who's spent over a decade helping organizations design, test, and scale products across APAC, I've learned one truth the hard way: your research partner can make or break your growth bets. Whether you're entering a new market, validating a product concept, or optimizing customer experience, your research agency needs to be more than a data vendor. They need to be strategic collaborators who deeply understand your industry, your users, and your questions—even the ones you haven’t thought to ask yet.
Singapore is home to some of the most capable and diverse research firms in the region. From scrappy specialists to global powerhouses, here's my curated list of the top 20 market research companies in Singapore worth considering in 2025—each bringing something unique to the insight table.
A veteran in the APAC research scene, Acorn brings deep cultural fluency and advanced modeling techniques to the table. If you're launching in multiple Southeast Asian markets, Acorn’s contextual understanding and hybrid quant-qual methodologies are a game-changer. I once worked with them on a brand positioning project in Indonesia, and their ability to surface nuanced cultural associations shaped an entirely different go-to-market strategy for us.
Trusted by enterprise and mid-sized firms alike, Axanteus has over 1,800 projects under their belt across more than a dozen industries. They’re especially strong in B2B, healthcare, and tech. What I appreciate most is their end-to-end service model—they can handle survey design, data collection, and even strategic workshops post-analysis.
For B2B research, this firm is among the global leaders. They’ve mastered complex stakeholder mapping and customer journey analysis across verticals like manufacturing, logistics, and SaaS. Their strategic segmentation work has been crucial in two client projects I’ve led—offering clarity where internal teams were previously guessing.
SKIM stands out with their behavioral economics-informed approach. They're excellent at pricing research, concept testing, and decision journey mapping. If you’re trying to optimize a product portfolio or forecast cannibalization effects, SKIM's team can bring both technical depth and storytelling to the insights.
This is one of Singapore’s homegrown success stories. Asia Insight blends strategic consulting with traditional research, making them ideal for companies going through transformation or innovation sprints. I’ve seen them help a fintech startup pivot their entire onboarding journey based on user behavior mapping done in record time.
Kadence offers robust full-service research capabilities across Asia, with Singapore as a regional hub. Their strength lies in balancing high-quality data collection with brand strategy consulting. They’re particularly good at fieldwork logistics for hard-to-reach markets and multilingual studies.
If speed and simplicity are key, Milieu’s mobile-first panel and real-time dashboards are a breath of fresh air. Great for tracking sentiment shifts and validating early-stage ideas. I often use them for pulse checks before committing to larger studies.
This is a go-to for global online survey work. Their tech stack is built for scale, and their reach across emerging markets is impressive. TGM is ideal if you need consistent data across regions with localized insights.
One of the most user-friendly platforms for self-service research. Their intuitive dashboard, fast turnaround, and commitment to data quality make them popular among both researchers and marketers who need answers yesterday.
DataDiggers provides agile research support and round-the-clock services. Their team is especially valuable for high-frequency survey work, where consistency and speed are non-negotiable.
Quilt combines AI with cultural anthropology—perfect for brand and comms strategy. I used their platform once to decode digital narratives around sustainability, and the layered insight we got far exceeded traditional social listening.
Escalent operates more like a strategic advisory firm than a traditional research house. Their behavioral data and segmentation models are perfect for mature companies needing fine-tuned brand or CX interventions.
Primarily a data solutions firm, Apac Leads helps with precision targeting through verified business intelligence lists. Particularly useful for demand generation and lead qualification in niche verticals.
An emerging player known for being nimble and flexible. They offer highly tailored qual-quant solutions, with a team that’s strong on collaboration and strategy alignment. Great for startups or first-time research buyers.
A boutique firm that lives up to its name. They’re ideal for fast-turnaround concept testing, campaign evaluation, and early-stage product validation. Super responsive, and big on client empowerment.
Divergent offers strong qualitative capabilities with experienced moderators across Asia. Their ethnographic research and in-home immersion work have brought unexpected value to many CPG projects.
TNB is a data collection powerhouse across Asia, the Middle East, and Africa. They can deploy a variety of methodologies, including CATI, F2F, IDIs, and FGDs, making them perfect for large-scale multi-country studies.
Focused on turning data into action, Relevance offers a mix of traditional and digital methodologies. Their researchers are praised for being both analytical and business-minded, translating insights into strategy.
This firm brings a neuroscience edge to traditional market research, including eye-tracking and biometrics. If you're in retail or advertising and need to test sensory or experiential elements, they’re one to watch.
A regional expert in qualitative fieldwork, Assembled supports deep dives across Southeast Asia. From ethnos in Jakarta to in-depths in KL, they provide rich contextual insights that surface customer motivations you won’t get in a survey.
Choosing the right market research partner isn’t just about price or speed—it’s about who can help you see around corners. The best firms don’t just collect data; they help you unlock clarity, reduce risk, and move with confidence.
In my experience, the best insights come from partners who challenge your assumptions and ask better questions than you do. Whether you're planning a market entry, revamping CX, or launching a new product, the Singapore-based firms above represent the best of what’s available in Southeast Asia—and many can support you far beyond.
If you’re serious about turning research into revenue, start by picking a partner who gets your context, speaks your stakeholders' language, and isn't afraid to dig deep. Because when you find the right research partner, it’s not just data. It’s strategy in disguise.
In today's fiercely competitive markets, gut instinct and guesswork just don’t cut it. Whether you’re launching a new product, refining your value proposition, or entering a new market, decisions need to be grounded in evidence—real data, real people, real insights. As a market researcher who’s helped startups, Fortune 500s, and government agencies alike, I can tell you firsthand: partnering with the right market research firm can be the difference between flying blind and flying high. That’s why I’ve compiled this expert-curated list of the top 20 market research companies in Australia. These are the firms delivering sharp, reliable insights that businesses can act on.
A branding-led agency with a research backbone, Truly Deeply has decades of experience helping businesses define their place in the market. I’ve worked with clients who credit this agency’s blend of customer insight and design strategy with giving them the clarity they needed to pivot effectively in saturated markets.
Adept focuses on B2B research and qualitative insight gathering. They’re small but razor-sharp—perfect for companies looking for clarity on complex buying processes, especially in industrial and professional service sectors.
Tiny CX brings a unique edge: deep expertise in customer experience (CX) research. They excel at uncovering pain points in the customer journey and helping businesses fix them. One fintech startup I collaborated with improved retention by 18% after applying Tiny CX’s insights.
A hybrid digital agency that leverages research to drive online performance. Their research-driven campaigns are ideal for small businesses looking to connect marketing and market intelligence without needing two separate vendors.
Lead Express focuses on B2B lead generation supported by market insights. Their value lies in using data to not just generate leads—but quality leads that convert.
Eris is a boutique firm that excels at finding growth opportunities through evidence-based research. They deliver complex segmentation studies, competitor intelligence, and demand modeling with boardroom-level polish.
This agency sits at the intersection of brand storytelling and market intelligence. Their research-led brand strategy helps startups and purpose-driven businesses translate customer understanding into emotionally resonant branding.
If your goal is service design, journey mapping, or human-centered innovation, this team is a standout. I’ve seen them help enterprise clients reimagine digital services using a mix of ethnography, co-creation, and iterative testing.
A tech-first research provider offering automated tools, Conjoint.ly is ideal for businesses needing fast, cost-effective pricing and feature optimization insights. Great for product managers needing quick validation before build.
They combine traditional research methodologies with behavioral economics and cultural analysis. Their work often informs public policy and large-scale media campaigns, but they’re also a go-to for brand tracking and segmentation.
If you're in foodservice or FMCG, this niche firm provides unmatched expertise. They offer trend forecasting, market sizing, and deep dives into consumer behavior in food and beverage consumption across APAC.
As the name suggests, they specialize in measuring and improving brand equity. Their diagnostics are often used by CMOs and agencies to fine-tune positioning before a rebrand or campaign.
This product design and research consultancy builds with empathy. Their strength is integrating UX research with business goals, and they often lead discovery phases for major apps and digital platforms.
They operate as a consumer panel and recruiting service, helping brands gather focus group and usability testing data. They're fast, reliable, and understand nuanced demographic segmentation well.
Product development meets research. Outerspace is ideal if you’re building physical products and need insight on user behavior, ergonomics, and use context. Hardware startups swear by them.
A brand agency underpinned by rigorous market research. They’re often engaged in B2B positioning projects and known for delivering full-funnel insights—from awareness to advocacy.
This team blends consulting and research to craft high-level marketing strategies. They’ve worked with everything from SaaS startups to public health campaigns, providing the strategic clarity that stems from real user data.
This consultancy helps align leadership, mission, and market strategy. They’re ideal for values-driven businesses and nonprofits looking to understand how internal ethos connects with external perceptions.
Inkwood is a global research house with an Australian presence. They focus on emerging tech, healthcare, and industrial segments. Great for firms that need well-structured syndicated reports and forecasts.
One of Australia’s premier research firms, Nature brings sophisticated analytics and strategic clarity to every engagement. I once saw them deliver a segmentation study that reshaped an entire category’s go-to-market strategy.
As someone who’s spent over a decade synthesizing user data, running interviews, and distilling insights into strategies that actually move the needle, I can say this: great research doesn’t just answer questions—it sparks better ones. Each of these 20 firms brings a unique strength to the table, but the right partner for your business depends on your goals.
Are you validating a prototype? Testing market demand in a new city? Rethinking your customer journey? Start with the business decision you’re trying to make, then find a research firm with the tools—and the mindset—to guide you there. Because in the end, data without insight is just noise. But insight backed by rigorous research? That’s your signal. And in this market, you can’t afford to miss it.
In an era driven by data, the businesses that thrive are the ones who listen—really listen—to their customers. India’s economic and digital acceleration has made it a vibrant landscape for insights-driven decision-making. As an expert researcher, I've watched firsthand how a growing ecosystem of market research companies in India is enabling global brands, startups, and government bodies alike to tap into the pulse of the Indian consumer. Whether it’s decoding Gen Z shopping behavior, evaluating fintech product UX, or testing new regional ad campaigns, these 15 firms are at the cutting edge of market intelligence.
This blog post takes you through the top 15 market research companies in India, the services they excel in, and why they’re trusted by top global and domestic brands alike. If you're a business leader, product manager, or UX researcher eyeing the Indian market—or even scaling within it—this list can save you hours of searching and give you a strategic edge.
Specialties: Brand tracking, media research, retail audit
A legendary name in Indian MR, IMRB has helped shape the industry. Their historical data and urban + rural panels are invaluable for long-term brand studies. One of our FMCG projects benefited from their trend benchmarking going back 10+ years.
Specialties: Audience measurement, retail audits, consumer behavior
Nielsen’s unmatched coverage of India’s retail ecosystem makes them a go-to for CPG brands. Their data helps businesses understand both urban Kirana store behavior and e-commerce growth in real time.
Specialties: CX research, media effectiveness, segmentation
Independent and agile, Hansa’s strength lies in multi-city coverage and strong analytical models. They handled a telecom churn study for one of our clients with over 10,000 interviews in just two weeks.
Specialties: Emerging markets, qualitative, face-to-face fieldwork
Strong presence in Tier 2/3 cities and across Asia, Africa, and the Middle East. Ideal for brands wanting deep qualitative insights in diverse and often overlooked regions of India.
Specialties: Communication testing, innovation research, brand health
Their ‘NeedScope’ and ‘ConversionModel’ tools provide robust frameworks for brand growth and ad testing.
Specialties: Neuromarketing, UX, pharma research
Early adopters of eye-tracking, facial coding, and EEG studies. If you’re looking for deep UX or emotional response testing, these folks are trailblazers.
Specialties: Opinion polling, brand tracking, behavioral science
Strong political polling and U&A (usage & attitude) studies. They helped one of our fintech clients understand financial literacy across five states with surprising results that reshaped onboarding UX.
Specialties: Ad testing, brand equity, BrandZ rankings
Their pre/post ad test tools and global norms are trusted by marketing teams across sectors. Excellent for evaluating emotional resonance in communication.
Specialties: Market entry, strategic consulting, industrial research
A hybrid strategy + research firm. We’ve collaborated with them on a B2B go-to-market study—top-notch synthesis and actionable recommendations.
Specialties: IT trends, digital transformation, enterprise research
If you're in SaaS, hardware, or telecom, IDC’s tech spending insights and market maps are incredibly valuable for GTM and roadmap planning.
Specialties: CATI, CAWI, telephonic surveys
Combines BPO infrastructure with survey execution. Great option for cost-effective, large-sample phone surveys across regions and languages.
Specialties: Full-service MR, multi-country projects, analytics
Works extensively with UN bodies, global brands, and think tanks. Capable of managing everything from scripting to advanced analytics.
Specialties: Fieldwork, FMCG, real estate
Fast-growing and known for quick turnarounds with reliable quality. They saved a client project by recruiting and completing 1,200 face-to-face interviews across 8 cities in under a week.
Specialties: B2B, SaaS, concept testing
Based in Bangalore and great for tech firms. Helped one of our clients refine positioning for an industrial IoT product by uncovering user pain points in machinery maintenance.
Specialties: Mystery shopping, retail audits, CX scoring
They specialize in measuring real-world customer experience—from auto dealerships to hotel chains. If operations and service delivery matter, Bare is your pick.
Specialties: Hybrid quant-qual, field operations, ethnography
Expert in blending quant and qual data, and their field teams are extremely dependable. Great for ethnographic and context-rich UX studies.
Specialties: Online panels, mobile & healthcare research
A digital-first firm known for mobile surveys and healthcare insights. Useful for remote concept tests, especially in post-COVID hybrid models.
Specialties: Rural markets, GTM strategy, brand positioning
Focused on rural India and go-to-market challenges. Worked on a dairy product repositioning study with them—super nuanced cultural insight.
Specialties: Impact evaluation, development sector
Ideal for NGOs, foundations, and CSR departments. Their mixed-methods impact assessments are rigorous and grounded in social science.
Specialties: B2B, CATI, survey programming
Global reach with scalable CATI infrastructure. We used them for B2B interviews in India + UAE, and they managed translations and compliance seamlessly.
Every one of these firms brings something unique. So how do you pick the right one?
✅ Match your method to the need – If you need face-to-face, go with firms like RNB or Market Xcel. If it’s emotion tracking for creatives, go with Majestic MRSS or Kantar MB.
✅ Look for regional understanding – Especially in India, local nuance matters. Ask about their past experience with your target audience.
✅ Run a pilot before you scale – I always recommend starting with a single city, region, or user type to vet the agency’s process and delivery.
And if you're exploring AI-powered tools to speed up research, you don’t always need a large agency. Platforms like ours now allow you to run AI-moderated interviews, voice-based concept tests, and real-time synthesis across India’s diverse audience base—without sacrificing depth.
India isn’t just one market—it’s many. What works in Bangalore might fail in Bhopal. That’s why these top 20 market research companies matter. They bring the scale, experience, and cultural fluency needed to decode the Indian customer in all their complexity.
And as someone who's made research my craft, I’ll say this: a smart research partner doesn’t just give you data—they give you clarity. Choose wisely.
Customer research reports are crucial for understanding your audience, refining products, and optimizing business strategies. However, many reports fail to drive action because they are too complex, lack clarity, or don’t connect insights to business decisions.
In this guide, we’ll break down how to structure a customer research report, what makes a report truly impactful, and share real-world examples of reports that led to business growth, increased revenue, and improved customer experiences.
A customer research report compiles key insights from qualitative and quantitative research on customer needs, behaviors, and experiences. These reports help businesses:
A well-structured research report transforms insights into real, measurable business actions.
The executive summary is often the only section decision-makers read. It must be short, clear, and impactful.
📊 Key Insight: 62% of trial users abandoned sign-up due to a complex verification process.
🚀 Business Impact: Lost sign-ups result in a $500,000 annual revenue shortfall.
🔧 Recommended Action: Implement one-click email authentication and social logins to reduce friction.
By summarizing the most critical insights and solutions in a single page, you ensure your research drives real business change rather than just filling up a report.
This section clarifies why the research was conducted. Without a well-defined objective, research can become unfocused and fail to deliver meaningful insights.
"Understand why free trial users are not converting into paying customers and identify improvements to the onboarding experience."
Clearly stating the objective helps frame the research and ensures that insights remain actionable and relevant.
This section details the research approach to establish credibility and trust in the findings.
By outlining the data sources and methods, stakeholders gain confidence that insights are accurate and actionable.
This is the core of your report—where data-backed findings are presented and linked to business goals.
Insight:
🔧 Recommended Action:
📈 Expected Impact: 20-30% increase in trial completions, leading to higher conversion rates.
Insight:
🔧 Recommended Action:
📈 Expected Impact: A 15-20% increase in upgrade conversions, reducing checkout abandonment.
Each key finding should be data-driven and accompanied by clear action steps.
A research report is only useful if it leads to tangible improvements.
IssueInsightAction PlanExpected ImpactUsers drop off during sign-up62% abandonment due to complex verificationReplace with one-click authentication20-30% more trial completionsLow upgrade ratesConfusion over pricing tiersDisplay clear pricing tables upfront15-20% more upgradesHigh churn among new usersUsers feel overwhelmed by featuresAdd guided onboarding with tooltips10-15% improvement in retention
By presenting clear, actionable recommendations, you ensure findings don’t just stay on paper but lead to measurable improvements.
For those who need further details, include:
📑 Survey results & raw data
📊 Additional analytics & charts
🎤 Full transcripts of customer interviews
This ensures transparency while keeping the main report concise and easy to navigate.
Company Problem:
A SaaS company found that inbound leads weren’t converting into demos at a high enough rate.
Key Finding:
Actions Taken:
✅ Integrated LinkedIn API for real-time firmographic insights
✅ Provided reps with automated personalization templates
📈 Results:
Company Problem:
A fashion brand experienced high cart abandonment rates but didn’t understand why.
Key Finding:
Actions Taken:
✅ Displayed shipping costs earlier in the checkout process
✅ Introduced free shipping for orders over $50
📈 Results:
A customer research report should not be a data dump—it should be a business decision-making tool.
The best reports are:
✅ Concise & structured – Insights should be easy to digest.
✅ Focused on business impact – Every finding should lead to an action.
✅ Backed by real data & customer insights – Ensuring decisions are informed, not guesses.
By following this guide, your research will go beyond numbers—it will drive measurable business growth and customer satisfaction.
💡 Need help automating your customer research process? AI-powered tools like Usercall can collect insights faster and generate actionable reports with ease.
Understanding consumer behavior is no longer optional—it’s essential. Whether you're launching a new product, expanding into a new market, or refining your marketing strategy, data-driven insights can be the difference between success and failure.
This is where market insights companies come in. These firms collect, analyze, and interpret consumer and industry data, providing businesses with actionable intelligence to make informed decisions.
But with so many providers offering different methodologies, tools, and specializations, how do you choose the right one? This guide will walk you through how to compare market insights companies and provide an overview of the top firms in the industry.
Not all market insights firms are created equal. Some specialize in fast, real-time consumer sentiment, while others focus on long-term trend forecasting. To find the right partner for your business, consider these critical factors:
Different companies excel in different industries. Some focus on retail and consumer goods, while others specialize in finance, healthcare, or technology.
✅ If you need consumer insights for marketing: GWI, NielsenIQ, and Ipsos offer strong brand and audience analysis.
✅ For retail and e-commerce trends: Kantar, Mintel, and GfK provide detailed consumer behavior reports.
✅ For enterprise and IT market research: Forrester and Gartner are top choices for business strategy and digital transformation insights.
Market research companies use a mix of quantitative and qualitative methods, but their approaches vary:
📊 Survey-based insights – Best for companies needing direct consumer opinions. (Ex: YouGov, Ipsos, Attest)
📉 Big data analytics – Best for businesses analyzing market trends and predictive insights. (Ex: NielsenIQ, Mintel, GfK)
🗣 Social listening & sentiment analysis – Best for understanding real-time consumer emotions. (Ex: Morning Consult, Qloo, Suzy)
👉 Tip: If you need customized research, look for companies that combine multiple data sources to provide a holistic view.
AI is transforming market research by accelerating data processing and improving accuracy. Companies using AI-powered insights offer faster, more predictive results.
🔍 AI-Driven Consumer Insights: GWI, Suzy, and Qloo leverage machine learning for real-time consumer sentiment analysis.
📈 Predictive Market Forecasting: NielsenIQ, Kantar, and GfK use AI to analyze consumer purchasing behaviors and market trends.
💡 Automated Research Platforms: Attest, Toluna, and Dynata provide on-demand insights through their self-service platforms.
If your company values speed and automation, prioritize AI-enabled firms that offer real-time insights.
Some companies provide one-size-fits-all reports, while others allow highly customized research.
📌 Best for tailored market research: Forrester, Gartner, and Dynata offer in-depth, customizable insights for corporate clients.
📌 Best for self-service insights: Attest, Toluna, and Suzy let businesses run their own consumer surveys on-demand.
👉 Tip: If your business needs hyper-specific audience insights, choose firms that allow targeted segmentation and personalized reports.
If you're expanding internationally, your research partner must have global data capabilities and local expertise.
🌍 Global Consumer Insights: Ipsos, Kantar, and GfK cover multiple markets across different regions.
📌 U.S.-Focused Research: Morning Consult, YouGov, and Suzy specialize in North American consumer data.
📊 Emerging Market Insights: Mintel and NielsenIQ provide strong developing market data, especially in Asia and Latin America.
Budget plays a significant role in choosing a market insights provider. While enterprise-level firms offer deep research, smaller businesses may need more cost-effective solutions.
💰 Premium insights (higher cost, deeper reports): Forrester, Gartner, and NielsenIQ
💡 Mid-tier pricing (good value for most businesses): GWI, Kantar, Ipsos, Mintel
✅ Affordable options (self-service, flexible pricing): Attest, Toluna, YouGov
If you're a startup or small business, look for cost-effective solutions with flexible pricing to maximize ROI.
After considering these factors, here’s an overview of the top 15 market insights companies that can help you make data-driven business decisions:
GWI offers AI-driven consumer research tools that provide real-time insights into audience behaviors, interests, and attitudes.
NielsenIQ specializes in consumer intelligence and analytics, helping brands understand market dynamics and product performance.
Ipsos is a global research firm offering services in advertising effectiveness, public opinion, and market trends.
Kantar provides data-driven insights across industries, helping businesses optimize brand performance and media strategies.
Mintel delivers consumer research reports, predictive analytics, and trend analysis for businesses worldwide.
GfK offers AI-enhanced consumer insights, focusing on market trends and business intelligence.
Morning Consult provides real-time data analytics and brand intelligence to track market trends.
Qloo utilizes AI to predict consumer preferences across fashion, dining, entertainment, and lifestyle.
Attest delivers agile consumer research with instant access to audience insights.
Suzy combines AI-driven surveys with a consumer panel for fast and actionable market research.
Dynata offers first-party data collection services, helping businesses conduct accurate and large-scale surveys.
Forrester provides research, data insights, and consulting services to guide business strategies.
Gartner is known for its industry reports, data analytics, and market trend predictions.
Toluna focuses on real-time market research through its global survey panel.
YouGov specializes in opinion research, polling, and consumer insights.
The best market insights company depends on your business goals, industry, and budget. Whether you need real-time consumer insights, industry research reports, or AI-powered predictive analytics, selecting the right partner can give your company a competitive edge in today’s data-driven world.
By using these comparison factors and exploring top market research firms, you can make an informed decision that aligns with your business needs.
Finding the right research partner is crucial for businesses seeking to understand their customers, optimize user experiences, and gain market advantage. To help you navigate the vast landscape of research providers, we've compiled this comprehensive list of the top 50 customer, UX, and market research firmsin the United States. Each company brings unique strengths and specialized expertise that could make them the perfect fit for your research needs.
A modernized consumer research platform putting high-impact insights at your fingertips.
Location: New York, USA (with additional offices in UK, Greece, Czech Republic, Singapore)
Summary:
Provides immediate answers about US audiences through an easy-to-use platform. Covers 80K+ annual sample representing 250 million US consumers across all 50 states. Offers deep psychographic consumer insight with custom research solutions for specific questions.
Use cases:
Long-standing provider of US consumer insights through probabilistic sampling.
Location: New York, USA
Summary:
Offers complete view of American consumers via national studies, print research, and focus studies on emerging trends. Data based on 50K+ US consumers across 48 states, updated twice yearly.
Use cases:
AI-driven enterprise platform combining quantitative and qualitative research.
Location: New York, USA
Summary:
Leverages AI with three main offerings: Suzy Insights, Suzy Live, and Suzy Audiences. Delivers real-time customer insights from an active community through various research methods.
Use cases:
Business intelligence firm driving data-backed decisions that enhance customer lives.
Location: Virginia, USA
Summary:
Helps businesses build meaningful connections with customers through focused intelligence. Sources data from surveys, feedback channels, and industry analysis.
Use cases:
Real-time decision intelligence powered by consumer opinion polling.
Location: Washington, D.C., USA
Summary:
Provides timely consumer opinions alongside economic data and political trends. Daily surveys give businesses agility to pivot strategies quickly in changing markets.
Use cases:
Global intelligence provider helping clients make smarter decisions faster.
Location: New York, USA (with global offices)
Summary:
Sources consumer data through surveys, behavioral analysis, and social listening. Offers specialist insight into affluent Americans and pays attention to public opinion trends.
Use cases:
Expert research company delivering solutions for informed decision-making.
Location: Connecticut, USA (with global offices)
Summary:
Provides on-demand diagnostics, insights, and benchmarking tools. Outlines impact of technology on businesses and consumers through market analysis and expert consultations.
Use cases:
Leading data and consulting firm offering global and local audience insights.
Location: New York, USA (with global offices)
Summary:
Serves consumer insights across various media channels through its Target Group Index survey. Based on 700K+ respondents across 50 markets, promising decision-quality insights in hours.
Use cases:
Full-service fieldwork company providing tailored research solutions.
Summary:
Focuses on helping clients develop effective brand strategies through customized research approaches. Emphasis on actionable insights that address specific client questions.
Use cases:
Full-service consulting firm supplying market intelligence worldwide.
Location: New York, USA (with global offices)
Summary:
Specialist experience across B2B, supply chain, and healthcare research. Sources insights from global field researchers alongside consumer surveys and interviews.
Use cases:
Pioneering UX research firm defining industry standards and best practices.
Location: Delaware, USA
Summary:
Founded by Jakob Nielsen and Don Norman, known for establishing UX research methodologies. Studies real users interacting with websites and applications to develop evidence-based recommendations.
Use cases:
Enterprise UX research agency delivering insights across product development stages.
Location: New York, USA
Summary:
Uses both qualitative and quantitative methodologies to provide user insights for digital products. Offers educational materials to help clients build internal UX capabilities.
Use cases:
UX research agency supporting the entire product lifecycle.
Location: Irving, Texas
Summary:
Combines comprehensive research solutions with significant operational scale, conducting over 175 projects annually. Pioneer behind usability.com resource platform.
Use cases:
Specialized in website optimization and conversion rate research.
Location: Texas, USA
Summary:
Helps businesses unlock more value from websites through research and conversion optimization. Develops roadmaps aligned with business goals and customer needs.
Use cases:
Leading platform for on-demand human insights.
Location: San Francisco, USA
Summary:
Provides rapid access to targeted customers who test products, websites, and apps. Offers video-based feedback showing real user interactions and verbalized thoughts.
Use cases:
Technology-focused market research company guiding digital transformation.
Location: Massachusetts, USA
Summary:
Combines traditional market research with technology expertise. Offers deep consumer insights alongside recommendations for tech adoption strategies.
Use cases:
AI-powered consumer intelligence platform providing predictive insights.
Location: Virginia, USA
Summary:
Operates through "rAI" intelligence model for holistic audience views. Blends behavioral data with surveys and psychographics to understand consumer motivations.
Use cases:
Global leader in data analytics and consumer intelligence.
Location: Chicago, USA
Summary:
Provides comprehensive tools analyzing consumer behavior and market trends. Offers real-time tracking of purchase patterns across FMCG, retail, and consumer goods.
Use cases:
Research firm specializing in healthcare, education, and social studies.
Location: Rockville, Maryland
Summary:
Expertise in survey research and complex data analysis. Offers program evaluation, statistical analysis, and custom survey design across public and private sectors.
Use cases:
Authority in consumer insights and satisfaction measurement.
Location: Troy, Michigan
Summary:
Provides data-driven reports on customer satisfaction and product quality. Industry-specific research reflecting customer experiences and opinions.
Use cases:
Leading provider of first-party data for market research.
Location: Dallas, Texas
Summary:
Offers diverse research solutions including surveys, consumer panels, and online communities. Extensive global reach across multiple industries for accurate, timely insights.
Use cases:
Pioneer in online market research methodologies.
Location: Rochester, New York
Summary:
Focuses on understanding consumer opinions and behaviors. Provides brand tracking, satisfaction surveys, and political polling with real-time insights.
Use cases:
Global data collection firm with extensive reach.
Location: Dallas, Texas
Summary:
Provides access to millions of consumers for survey insights. Offers quick, actionable data supporting decision-making across retail, healthcare, and technology.
Use cases:
Customer journey and shopper insights specialist.
Location: San Antonio, Texas
Summary:
Specializes in journey mapping for B2C and B2B, shopper insights, and brand tracking. Clients include major retailers, consumer brands, and technology companies.
Use cases:
Human insights platform for authentic consumer understanding.
Location: Chicago, Illinois
Summary:
Helps brands generate deeper, more authentic insights worldwide. Combines qualitative and quantitative methods for comprehensive understanding.
Use cases:
Full-service insights agency with deep industry expertise.
Location: Chicago, Illinois
Summary:
Combines traditional research methods with innovative approaches. Specializes in youth, shopper, and multicultural research with quantitative and qualitative capabilities.
Use cases:
Data-driven market research consultancy.
Location: New York, USA
Summary:
Offers fast, smart, accessible research through combined methodologies. Emphasizes actionable insights that drive measurable business impact.
Use cases:
Strategic research and branding agency.
Location: New York, USA
Summary:
Combines market research with branding expertise. Uses both qualitative and quantitative methodologies to deliver actionable insights.
Use cases:
Product experience insights company.
Location: Chicago, Illinois
Summary:
Focuses on product testing and sensory research. Uses proprietary methodologies to evaluate consumer responses to products across CPG sectors.
Use cases:
Digital survey platform for customer and market feedback.
Location: Pleasanton, California
Summary:
Provides accessible survey tools for businesses of all sizes. Enables custom research design, distribution, and analysis in an integrated platform.
Use cases:
Remote research platform specializing in in-context insights.
Location: Chicago, Illinois
Summary:
Enables in-the-moment research through mobile ethnography. Captures authentic user experiences in natural environments rather than lab settings.
Use cases:
Behavior analytics and feedback platform.
Location: San Francisco, California (with remote team)
Summary:
Visualizes user behavior through heatmaps and session recordings. Collects feedback directly from website visitors to identify improvement opportunities.
Use cases:
Experience insights management platform.
Location: San Jose, California
Summary:
Provides end-to-end UX research capabilities. Enables organizations to scale research across product development lifecycle.
Use cases:
Experience management platform focused on customer feedback.
Location: San Francisco, California
Summary:
Captures and analyzes customer feedback across touchpoints. Uses AI to identify patterns and actionable insights from customer sentiments.
Use cases:
Experience management platform with robust research capabilities.
Location: Provo, Utah
Summary:
Combines experience data with operational data to drive business decisions. Provides tools for survey research, feedback analysis, and experience design.
Use cases:
Digital consultancy with customer research expertise.
Location: Multiple US locations
Summary:
Combines business strategy, creative services, and technology with human-centered research. Uses research to drive digital transformation and customer experience initiatives.
Use cases:
Research-driven design and experience consultancy.
Location: Multiple US locations
Summary:
Applies rigorous research methodologies to business challenges. Connects customer insights to measurable business outcomes through experience optimization.
Use cases:
Corporate innovation and digital product development arm of BCG.
Location: Multiple US locations
Summary:
Uses deep customer research to identify market opportunities. Combines business strategy with design research and technology to create innovative solutions.
Use cases:
Experience agency integrating research, design, and implementation.
Location: Multiple US locations
Summary:
Uses research to drive experience-led business transformation. Combines customer insights with industry expertise to create connected experiences.
Use cases:
Customer experience consultancy within professional services firm.
Location: Multiple US locations
Summary:
Uses research to bridge business strategy and experience design. Focuses on connecting customer insights to broader business transformation.
Use cases:
Strategy consulting practice with customer insights expertise.
Location: Multiple US locations
Summary:
Integrates market research with business strategy development. Uses customer insights to identify growth opportunities and competitive advantage.
Use cases:
Customer-focused consultancy within professional services.
Location: Multiple US locations
Summary:
Applies research methodologies to customer-centric business transformation. Connects customer insights to process improvement and technology enablement.
Use cases:
Pioneer in human-centered design research.
Location: Palo Alto, California (with offices in Chicago, New York)
Summary:
Uses design research methodologies to understand human needs. Applies insights to create innovative products, services, and experiences.
Use cases:
Global design and strategy consultancy.
Location: New York, San Francisco, Austin
Summary:
Integrates customer research with design and innovation. Uses research insights to create products, services, and experiences that drive growth.
Use cases:
Strategic design firm with global reach.
Location: New York, San Francisco
Summary:
Combines design research with business strategy and technology understanding. Creates experiences that transform businesses and customer relationships.
Use cases:
Experience improvement platform focused on customer insights.
Location: South Jordan, Utah
Summary:
Combines technology and human expertise to collect, analyze, and act on experience data. Uses AI to identify patterns and opportunities in customer feedback.
Use cases:
Specialized market research focusing on consumer insights.
Location: United States
Summary:
Utilizes advanced analytics and proprietary technologies for actionable data. Offers deep-dive reports and tailored solutions across healthcare, technology, and retail.
Use cases:
Data-driven insights consultancy.
Location: Los Angeles, California
Summary:
Blends behavioral science, data analytics, and primary research. Creates actionable insights that drive business growth through better customer understanding.
Use cases:
Custom market research and strategy consultancy.
Location: Boston, Massachusetts
Summary:
Combines academic rigor with business practicality. Uses advanced analytics to uncover insights that drive strategic decision-making.
Use cases:
Strategic insights and analytics consultancy.
Location: Los Angeles, California
Summary:
Combines qualitative and quantitative methodologies with analytics. Focuses on actionable insights that directly inform business strategy.
Use cases:
Selecting the ideal research partner depends on your specific business needs, research objectives, and organizational context. Consider these factors when evaluating potential partners:
Research scope: Determine whether you need broad market intelligence, deep customer understanding, or specialized UX insights. Different providers excel in different research domains.
Methodology match: Ensure the company's research approaches align with your specific questions. Some excel at quantitative analysis, others at qualitative exploration, and many offer combined approaches.
Industry expertise: Consider providers with experience in your specific sector, as they'll understand the unique challenges and opportunities you face.
Budget alignment: Research investments vary significantly across providers. Be transparent about your budget to find partners offering appropriate value for your investment.
Cultural fit: The best research partnerships involve shared understanding and effective collaboration. Choose partners whose communication style and work approach complement your organization.
By carefully evaluating these factors against your specific needs, you'll identify research partners who can deliver actionable insights that drive meaningful business improvements.
If you've found yourself typing "employee engagement survey" into Google, you already sense its importance. But perhaps you're still unsure how this tool can drive measurable improvements in your organization. As a researcher who has studied employee engagement extensively, I want to share evidence-based insights on what employee engagement truly is, how surveys can help measure it, and why investing in engagement can yield substantial financial returns.
This article delves into the essential strategies and components of effective employee engagement surveys, offering practical examples, actionable tips, and sample questions to assist organizations in their implementation.
Let's start by clarifying what employee engagement actually means—it's often misunderstood as mere employee satisfaction or happiness. But engagement is deeper: it is an employee's emotional commitment to their organization, reflected through motivation, dedication, and a desire to contribute actively to company success.
Engaged employees:
A Gallup report underscores this fact—companies with highly engaged teams outperform their competitors by 147% in earnings per share.
The efficacy of an engagement survey largely depends on the quality of its questions. Questions should be clear, concise, and tailored to elicit honest and constructive feedback. Avoiding complex or double-barreled questions is crucial, as they can lead to ambiguous responses.
Incorporating a mix of closed-ended and open-ended questions can yield both quantitative data and qualitative insights.
These questions are designed to gauge various facets of employee engagement, from job satisfaction to alignment with organizational values.
To give you a clearer picture, here’s how a robust employee engagement survey might look:
To encourage candid responses, it's imperative to assure employees that their feedback will remain anonymous and confidential. Guaranteeing anonymity promotes openness, leading to more actionable insights.
Utilizing third-party survey platforms or consultants can further enhance trust in the process.
Transparency about the survey's objectives and the subsequent use of the data fosters trust and encourages participation. Clearly articulating the purpose of the survey and how the feedback will inform organizational improvements is essential.
In my research, I've observed several best practices for maximizing survey effectiveness:
Drawing from comprehensive studies, here’s why you should regularly implement engagement surveys:
The statistics speak volumes:
Collecting data is only valuable if it leads to actionable outcomes. Distributing and explaining survey results, discussing their implications, and selecting key items to work on over the next 12 months ensures meaningful change.
Remember, conducting a survey is just the start. Real improvements come from acting on survey insights. Transparent communication, action plans, and consistent follow-ups are critical.
By embracing engagement surveys as an integral part of your employee engagement strategy, you demonstrate genuine commitment—not only to your employees but also to organizational success.
Ready to begin your journey towards a thriving, engaged workplace? There's no better time to start.
What do customers really think about your brand? How do they describe it to others? Understanding customer perceptions is critical for refining your brand identity, strengthening market positioning, and optimizing your marketing strategies. A brand perception survey is one of the most effective tools to gather these insights and make data-driven decisions to improve your brand’s image.
In this guide, we’ll cover what a brand perception survey is, why it’s important, what types of questions to ask, and how to use the data to enhance your brand’s positioning.
A brand perception survey is a structured method of gathering insights from customers, potential customers, and stakeholders about how they perceive your brand. It provides a snapshot of your brand’s identity from the customer’s perspective, helping you understand whether your brand aligns with your intended image.
These surveys can uncover how customers emotionally connect with your brand, their experiences with your products or services, and how they compare you to competitors.
A well-designed survey should include a mix of open-ended, multiple-choice, and scaled questions to gather both qualitative and quantitative insights.
The audience you survey will determine the quality of your insights. Consider surveying:
Once you’ve collected responses, analyze the data to identify key themes and trends. Here’s how you can use the insights:
Ready to measure your brand perception? You can create your own survey or to get 10x deeper insights—try Usercall's AI moderated voice interview tool.
Are you conducting user interviews or research studies? Our User Research Incentive Calculator helps you determine fair and competitive participant compensation based on study type, duration, participant hourly rate, urgency, and audience difficulty.
Our formula calculates the incentive amount using:
Thematic analysis is a powerful and flexible method for analyzing qualitative data, helping researchers identify patterns and insights from interviews, focus groups, open-ended survey responses, and more. Whether you're a student, an academic, or a professional researcher, understanding how to conduct thematic analysis effectively can unlock deeper meaning in your data.
In this guide, we'll break down the process of thematic analysis, highlight common challenges, and offer expert insights on how to conduct a rigorous and insightful analysis.
Thematic analysis is a qualitative research method used to identify, analyze, and report patterns (or "themes") within data. It helps researchers make sense of large volumes of textual data by categorizing recurring ideas, concepts, and narratives.
One of the key advantages of thematic analysis is its flexibility. Unlike more rigid qualitative methodologies (such as grounded theory), thematic analysis does not require researchers to adhere to a strict theoretical framework. This makes it particularly useful across various disciplines, including psychology, sociology, healthcare, education, and market research.
Thematic analysis is best suited for research projects that involve:
If your goal is to find deeper meaning in qualitative data rather than just summarizing responses, thematic analysis is an excellent approach.
Most researchers follow the framework outlined by Braun & Clarke (2006), which includes six key phases:
Before coding, researchers must immerse themselves in the data. This involves:
Tip: If working with interview data, consider transcribing it yourself—this can help you become more familiar with nuances in the responses.
Coding is the process of labeling sections of data that appear relevant to your research question. This step includes:
At this stage, keep your codes simple and broad. They will be refined in later steps.
Once you have a list of codes, the next step is to group similar codes into broader themes. Themes should capture key ideas that emerge from the data, answering the central research question.
For example:
This phase involves refining and validating the themes to ensure they accurately represent the data. Ask yourself:
You may need to combine, split, or redefine themes to ensure clarity and relevance.
Once you have a finalized set of themes, give them clear, descriptive names. Each theme should:
Example: Instead of naming a theme "Stress," a more precise name might be "Managing Stress in Remote Work Environments."
The final step is to present your findings in a structured format. This typically includes:
If you're presenting your analysis for academic research, ensure your report follows any required formatting or methodological guidelines.
It can be tempting to create too many themes or to merge too much data into one broad theme. To avoid this, revisit your research question and ensure each theme is both meaningful and distinct.
Because thematic analysis relies on interpretation, researchers must be mindful of personal biases. Strategies to minimize bias include:
To enhance the reliability of your analysis:
Thematic analysis is an essential tool for qualitative researchers, offering a structured yet flexible way to uncover meaningful patterns in textual data. By following a clear step-by-step process, you can generate insights that contribute to academic knowledge, business decisions, or social impact initiatives.
Whether you're a novice researcher or an experienced analyst, mastering thematic analysis will enhance your ability to make sense of qualitative data and tell compelling stories with your research findings.
Knowing when to deploy qualitative methods versus quantitative methods is key to extracting actionable consumer insights and refining your market approach. This post breaks down the decision-making process to help you choose the appropriate method based on your research objectives, available resources, and the specific questions you need answered.
Before deciding which method to use, it’s crucial to understand the fundamental distinctions between qualitative and quantitative research:
Qualitative methods are best suited for situations where depth and nuance are essential. Consider these scenarios:
Quantitative research is ideal when you need to measure and validate trends across a broader audience. Consider these scenarios:
Often, the most robust market research incorporates both qualitative and quantitative methods. This integrated approach allows you to explore new ideas in depth and then confirm your findings with numerical data.
When deciding between qualitative and quantitative methods, ask yourself:
Deciding between qualitative and quantitative research is not about selecting one method over the other; it’s about using each where it fits best. For market researchers, the key is to understand the context of your research question and the type of insight you need—be it the rich, nuanced understanding provided by qualitative methods or the broad, statistically reliable data derived from quantitative research.
By leveraging the strengths of both approaches and integrating them where possible, you can ensure your market strategies are both innovative and empirically grounded. Use these guidelines to choose the right method for your next project and transform raw data into strategic action.
As an experienced qualitative researcher, I’ve seen firsthand how thematic coding can transform vast amounts of raw data into clear, actionable insights. Over the years, I’ve honed this method to uncover the subtle narratives that drive user behavior and inform impactful design decisions. In this post, I share a refined, expert approach to thematic coding—one that moves beyond basic data summarization to reveal the deep, underlying stories hidden within your research.
Thematic coding is a method used to break down complex qualitative data into manageable units by assigning descriptive codes to key segments. These codes are then clustered into themes, providing a structured understanding of the data. Rather than merely summarizing what was said, thematic coding uncovers the deeper meanings behind user behaviors, opinions, and experiences.
Drawing on years of hands-on research, the following framework outlines a systematic approach to thematic coding:
Before coding begins, it is essential to thoroughly review the data. Multiple readings of transcripts and notes help form an initial mental map where subtle patterns start to emerge. I recall a project where, after several early morning sessions with fresh eyes, a subtle tone shift in several interviews revealed deeper dissatisfaction with a digital platform’s usability.
Next, key segments of the data are labeled with descriptive codes. Using participants’ own words (in vivo coding) maintains authenticity. In a study on user experiences with a mobile app, phrases like “lost personal touch” and “confusing interface” served as the building blocks for deeper analysis, laying the groundwork for uncovering significant themes.
After generating the initial codes, similar ones are grouped together to identify clusters that may signal emerging themes. Qualitative analysis software, which visually maps code clusters, proves invaluable here. In one instance, organizing codes related to “frustration” and “confusion” revealed a larger narrative about digital overwhelm—a breakthrough moment that clarified the root issue behind negative user feedback.
At this stage, clusters are examined to determine overarching themes. Merging codes such as “screen fatigue” and “loss of casual interaction” can lead to themes that speak to broader challenges in remote work environments. I remember when combining these codes not only provided clarity in the analysis but also helped stakeholders understand the emotional impact of remote work challenges, ultimately influencing key design decisions.
The refinement process involves revisiting the identified themes to ensure clarity and distinctiveness. Overlapping themes may be merged or broader themes split into more precise sub-themes. I once received a colleague’s feedback that reframed a vague theme into something more actionable, underscoring the value of collaborative review in enhancing the final analysis.
The final step is to weave the themes into a compelling narrative. When presenting findings, including direct quotes and illustrative data excerpts not only substantiates each theme but also builds credibility by demonstrating a clear link between the data and the conclusions drawn. For example, integrating a participant’s quote about “screen fatigue” with supporting quantitative evidence made the narrative particularly persuasive for decision-makers.
Over my years of research, thematic coding has consistently proven to be a transformative tool. It has enabled me to sift through dense qualitative data and extract clear, impactful narratives that drive strategic decisions. By systematically analyzing and synthesizing data into coherent themes, this method illuminates the underlying challenges and opportunities inherent in any research context. For practitioners looking to elevate their qualitative research, mastering thematic coding is not just beneficial—it’s essential for delivering insights that truly resonate with stakeholders.
Over the years, I’ve learned that the true power of data lies not only in numbers but in the stories they tell. Quantitative data shows you what is happening, but qualitative data reveals the why and how behind those numbers. Drawing on my own experience and insights from industry leaders like Fullstory and QuestionPro, I’d like to share a comprehensive guide that explains what qualitative data is, how to collect and analyze it, and why it’s indispensable for making smarter, customer-centric decisions.
Qualitative data is descriptive, non-numerical information that captures qualities, feelings, and experiences. Unlike quantitative data—which tells you how many or how often—qualitative data digs deep into the nuances of human behavior by asking questions like “why do users prefer one option over another?” and “how do they feel about their experiences?” In essence, qualitative data approximates and characterizes phenomena, offering a richer context than mere numbers ever could.
In my early research, I discovered that numbers alone can mask the full story behind user actions. Qualitative data brings the human element to the forefront by revealing emotions, motivations, and perceptions. This insight is critical for understanding customer behavior and designing products or services that truly resonate with your audience.
Combining qualitative insights with quantitative metrics creates a powerful framework for decision-making. For example, while quantitative data might signal a drop in engagement, qualitative feedback can help pinpoint whether that decline is due to confusing design, unmet needs, or other underlying issues. This integrated approach leads to more targeted and effective strategies.
Drawing from both my own experience and best practices outlined by experts, here are some proven methods for gathering qualitative insights:
Interviews allow for deep, personal conversations. In my practice, one-on-one interviews yield detailed stories and nuanced feedback that structured surveys often miss. This method creates a safe space for respondents to share honest opinions, uncovering insights that can be transformative for your research.
Focus groups are excellent for capturing collective perspectives. By facilitating group discussions, you can observe how opinions interact and evolve. This method is particularly useful when testing new ideas or products, as it highlights both common themes and contrasting viewpoints.
Sometimes the best way to understand behavior is simply to watch it. Whether through direct observation or digital tools like session replays, observing users in their natural environment offers context-rich information. Ethnographic studies allow you to immerse yourself in the user experience, revealing subtleties that interviews or surveys might overlook.
Case studies involve an in-depth examination of a single instance or phenomenon. I’ve often used case studies to draw broader conclusions from specific examples, linking individual experiences to larger trends in the market.
Collecting qualitative data is only the first step; turning it into actionable insights is where the real work begins. Here’s how I approach analysis:
I start by reading through all the collected data and identifying recurring themes or patterns. This process of thematic analysis groups similar ideas together, revealing the underlying narrative in the responses.
Coding involves assigning labels to different segments of data. In my experience, systematic coding is essential for organizing and comparing insights. It not only simplifies the analysis process but also helps in spotting trends that might not be immediately obvious.
Based on insights from QuestionPro, I recommend a structured approach to qualitative data analysis:
The true magic happens when you merge qualitative insights with quantitative analysis. While quantitative data offers a measurable snapshot of trends (the “what”), qualitative data fills in the gaps by explaining the underlying reasons (the “why”). In my experience, this combined approach not only validates your findings but also leads to well-rounded, customer-centric decisions.
After years of research and hands-on experience, I can confidently say that embracing qualitative data is essential for any robust research strategy. It’s not just about collecting numbers—it’s about understanding the stories behind them. By integrating qualitative methods into your research, you’ll gain deeper insights, craft more impactful strategies, and ultimately drive better results.
I encourage you to incorporate these techniques into your next project. Unlock the full potential of your data by listening to what your customers really have to say, and let that guide your decisions for innovation and growth.
Happy researching!
Qualitative analysis is a powerful approach that uncovers the rich narratives behind raw data. In an era where numbers often dominate decision-making, qualitative insights reveal the subtleties of human behavior, customer sentiment, and emerging trends. As an expert researcher with years of experience in deciphering qualitative data, I can attest that these insights not only explain the “what” but also illuminate the “why” behind business dynamics.
Qualitative analysis involves examining non-numerical data—such as interviews, focus groups, open-ended survey responses, reviews, and even audio or video recordings—to explore opinions, behaviors, and motivations. Unlike quantitative methods that focus on measurable outcomes, qualitative analysis dives into the context and emotions behind the data. I vividly recall a project where a simple comment about “confusing navigation” in a customer interview opened my eyes to deeper usability issues that no metric had hinted at.
Quantitative data provides a snapshot of what is happening, but it often misses the underlying reasons. Qualitative analysis fills this gap by revealing latent themes and patterns that inform strategic decisions. I once worked on a study where a single recurring remark—“I wish this product felt more personalized”—led us to overhaul the entire user experience. That one insight not only reshaped the product design but also significantly boosted customer engagement. This kind of transformative insight is what makes qualitative analysis indispensable.
Industry leaders agree: while surveys might show high satisfaction rates, the true story lies in the detailed narratives customers provide. These narratives help pinpoint the subtle nuances that drive customer behavior, and they offer a roadmap for creating more human-centered, effective solutions.
Every robust analysis begins with a well-defined research question. Whether you're exploring customer satisfaction, product usability, or organizational culture, setting clear objectives is critical. I always start by asking targeted questions such as, “What underlying factors contribute to customer loyalty?” This focus not only streamlines the data collection process but also ensures that every insight aligns with your strategic goals.
Collecting qualitative data from diverse sources is essential. Common methods include:
In one of my projects, merging focus group data with online reviews created a comprehensive picture of user sentiment that was far more nuanced than any single data source could offer.
Once collected, the data must be organized for effective analysis. This step involves transcribing interviews, sorting survey responses, and consolidating feedback into a unified repository. I’ve spent countless hours organizing data in spreadsheets and databases, and I can affirm that the clarity achieved during this phase is crucial. Whether using traditional methods or modern feedback analytics platforms, a well-organized dataset lays the foundation for accurate insights.
Coding is the process of categorizing segments of text to identify recurring themes and trends. In my early days of research, I manually coded interview transcripts and was amazed at how seemingly disparate comments formed a coherent narrative. Using either deductive coding—with predefined categories—or inductive coding where themes emerge naturally, the process is like assembling a puzzle. Tools like CAQDAS software or AI-assisted platforms now help streamline this process, but the fundamental goal remains the same: to unearth patterns that drive strategic decisions.
After coding, the next phase is to uncover broader themes. For instance, a recurring code such as “poor navigation” might signal a deeper usability issue. In one project, I noticed a subtle but pervasive sentiment of “lack of personalization” across various customer comments, which later became a central focus of the redesign strategy. These patterns are invaluable, as they often point to underlying challenges or opportunities that quantitative data might miss.
Interpreting qualitative data means connecting the dots between identified themes and overarching research goals. This step requires both analytical rigor and creative thinking. I’ve seen how a single, powerful customer quote can encapsulate a broader narrative and guide strategic action. For example, one client’s remark about needing “a more intuitive interface” ultimately led to a complete overhaul of the product design, dramatically improving usability and customer satisfaction.
The final step is to compile the findings into a clear, comprehensive report. An effective report weaves together compelling narratives, direct quotations, and visual aids to communicate insights. The ultimate goal is to turn these insights into actionable strategies. I have witnessed organizations implement significant changes based on nuanced qualitative insights, affirming that this method is not only insightful but also transformative.
There are several methodologies within qualitative analysis, each with its unique strengths:
Each method offers distinct benefits. For instance, thematic analysis not only reveals recurring sentiments but also quantifies them, providing a clear picture of the issues at hand.
While qualitative analysis offers deep, actionable insights, it also presents challenges such as the time-consuming nature of data coding and the inherent subjectivity of interpretation. However, overcoming these hurdles—with the help of AI-powered tools and systematic methodologies—yields substantial benefits:
Qualitative analysis is more than just a complement to quantitative research—it is a critical tool that unlocks the intricate realities of human experience. By exploring the narratives behind the numbers, organizations can gain a profound understanding of their customers, employees, and markets. Whether you’re looking to improve a product, refine a marketing strategy, or explore new research avenues, the nuanced insights derived from qualitative data can be transformative.
As an expert researcher, I have witnessed firsthand how embracing qualitative analysis leads to breakthroughs that reshape business strategies. I encourage you to consider how these insights can drive innovation in your own work. Share your experiences and join the conversation on the transformative power of qualitative analysis.
Qualitative analysis is the art (and science) of extracting rich, story-driven insights from data that isn’t just numbers. If you’re feeling inundated by mountains of survey responses, interview transcripts, or customer feedback, you’re in the right place. Below, we’ll demystify qualitative analysis, explain how it can transform customer experiences, and introduce some powerful software that makes digging into your data both manageable and meaningful.
Quantitative data—think percentages, revenue figures, and performance metrics—shows you what is happening. But qualitative data explains why it’s happening. This deeper context can help in many ways.
With the right qualitative data analysis (QDA) software, you can harness these insights in a structured, repeatable way. Let’s explore the top picks for 2025.
Below is a quick overview of the top 10 QDA tools—including their starting prices—so you can quickly compare what might fit your budget and workflow.
Usercall - From $29/month - Website
Reframer - From $208/user/month (annual billing) - Website
Dovetail - From $30/month - Website
LiGRE - Pricing upon request - Website
Quirkos - From $23/user/month - Website
Thematic - From $2,000/user/month (annual billing) - Website
QDA Miner - From $245/year - Website
Dedoose - From $14.95/user/month - Website
Qualtrics XM - Pricing upon request - Website
MAXQDA - From $15/user/month (annual billing) - Website
Use this list as a quick reference; free trial availability and special features often vary, so be sure to click through to each vendor’s site for current details.
Why Usercall Stands Out
Usercall offers AI-driven qualitative data analysis and data capturing through customizable AI coding and analysis tools as well as AI agent that moderates user interviews. If you need an easy and fast way to collect deep qualitative data and analyze large sets of qualitative user data (like interview transripts, open ended surveys..etc)—Usercall can be a game-changer.
Pros
Cons
Why Reframer Stands Out
Reframer is perfect for those running interviews, usability tests, and collaborative brainstorming sessions all in one place. It provides a central hub for capturing observations, tagging them, and visualizing overarching themes—thanks to built-in bubble charts, chord diagrams, and an affinity map.
Pros
Cons
Why Dovetail Stands Out
Dovetail helps product and CX teams convert raw interviews and feedback into discoverable insights. With robust tagging, highlighting, and sentiment analysis, you can quickly find patterns across user research. Dovetail’s real power lies in its collaborative nature—your team can co-develop insights without stepping on each other’s toes.
Pros
Cons
Why LiGRE Stands Out
If you’re conducting research across different languages (including right-to-left scripts like Hebrew or Arabic), LiGRE’s AI-powered platform can handle transcription and coding in more than 40 languages. It also includes a handy Memo feature to record your reflections as you work through the data.
Pros
Cons
Why Quirkos Stands Out
Quirkos offers a unique “bubble” interface that makes data coding both intuitive and visually engaging. As you tag data, colorful bubbles grow, showing patterns and helping you see connections. For newcomers to QDA or small teams wanting a straightforward solution, Quirkos shines.
Pros
Cons
Why Thematic Stands Out
Thematic uses AI-driven text analytics to pinpoint key themes and sentiment in large volumes of customer feedback—whether from surveys, review sites, or social media. By highlighting common pain points and tracking trends, Thematic helps you prioritize improvements that have the greatest impact on customer satisfaction.
Pros
Cons
Why QDA Miner Stands Out
QDA Miner is a robust platform for those who need everything from text analysis to geographic information system (GIS) capabilities. Whether you’re analyzing social media posts, legal documents, or interview transcripts, QDA Miner’s flexible import/export options and dedicated reporting tools set it apart.
Pros
Cons
Why Dedoose Stands Out
Dedoose is all about accessibility and collaboration. Because it’s web-based, your team can access projects and insights from anywhere. That makes it an excellent pick for distributed teams. It also supports analyzing audio, video, text, and even quantitative data side by side for rich mixed-methods research.
Pros
Cons
Why Qualtrics XM Stands Out
Qualtrics XM goes beyond standard survey tools with session replay and advanced analytics to pinpoint where digital journeys fail. If your team needs immediate data to optimize user funnels or troubleshoot drop-off points, Qualtrics XM’s predictive intelligence and wide suite of features might fit perfectly.
Pros
Cons
Why MAXQDA Stands Out
MAXQDA is a veteran in the QDA space, revered by academics and market researchers alike. Its advanced querying, visualization, and georeferencing features let you dive deep into text, audio, and even social media data. From large-scale survey integrations to smaller focus group transcripts, MAXQDA is built for rigorous analysis.
Pros
Cons
Selecting the right QDA software depends on matching its capabilities to your needs. Here’s a quick checklist:
Despite the bells and whistles, keep one thing in mind: qualitative analysis is still both an art and a science. Tools can speed up the coding process, but the human touch is what identifies those “aha” moments that truly drive business improvements.
Qualitative data analysis software isn’t just “nice to have” anymore—it’s a key strategic asset. By uncovering the why behind the what of your numbers, you can craft more intuitive user experiences, refine your messaging, and respond faster to customer needs.
Whether you opt for an AI-driven chatbot approach (like Cauliflower), a visually immersive method (Quirkos), or a mixed-method powerhouse (MAXQDA), the right tool can transform piles of unstructured data into insights that elevate your organization’s decision-making.
Whether you’re a social scientist, a market researcher, UX researcher, graduate student or an independent consultant, organizing and making sense of large amounts of qualitative data is always time consuming and labor intensive.
The good news is that there are several qualitative data analysis software tools designed to help you organize, code, and interpret your data more efficiently and accurately.
In this blog post, we’ll explore five of the top qualitative data analysis software tools. We’ll cover their standout features, who they’re best suited for, and any potential drawbacks to help you make an informed decision.
Overview:
Usercall offers AI-driven qualitative data analysis and data capturing through customizable AI coding and analysis tools as well as AI agent that moderates user interviews.
Key Features:
Pros:
Cons:
Why It Stands Out:
I've used the AI coding tools and AI moderated interviews for our own research projects. It's 10x'ed our productivity and output while having full control over the quality.
Tip:
Overview:
Dedoose is a cloud-based software well-suited for teams working remotely or projects that require a more flexible pricing model. Its focus on mixed methods makes it versatile for a broad range of studies.
Key Features:
Pros:
Cons:
Why It Stands Out:
I once collaborated with colleagues spanning three continents. Dedoose’s cloud-based framework allowed real-time coding updates—a crucial advantage given our varied time zones.
Tip:
Overview:
NVivo has long been a staple in qualitative research. It’s known for its robust coding capabilities and visual tools, making it a go-to for many academic and professional researchers.
Key Features:
Pros:
Cons:
Why It Stands Out:
In one community needs assessment project, NVivo’s visualization features helped my team quickly spot overlapping themes—something that saved us hours of manual cross-referencing.
Tip:
Overview:
ATLAS.ti excels at handling complex projects and diverse data types, from text to audio and video. Its “network view” feature is a major draw for researchers who like to visually map relationships between themes.
Key Features:
Pros:
Cons:
Why It Stands Out:
On a cross-departmental health study, we found ATLAS.ti’s collaboration tools particularly helpful because multiple analysts could work simultaneously without overwriting each other’s efforts.
Tip:
Overview:
MAXQDA is praised for its user-friendly design. It’s often a favorite among researchers who want a smoother learning curve without sacrificing functionality.
Key Features:
Pros:
Cons:
Why It Stands Out:
During a UX research engagement, MAXQDA’s layout allowed junior team members to ramp up quickly, making the coding process efficient and cohesive.
Tip:
Ultimately, selecting the best qualitative data analysis software depends on your project’s scope, budget, and how you prefer to visualize and collaborate on data. Here’s a quick recap:
Final Tip:
Many of these platforms offer free trials, so take advantage of them to see which interface and feature set resonates most with your workflow. A little upfront experimentation can save you substantial time and effort in the long run, and ensure you have the right tool to glean the deepest insights from your qualitative data.
The Customer Effort Score (CES) is a pivotal metric in the realm of customer experience, designed to gauge how much effort a customer has to put in to interact with your business. When customers find it easy to get their needs met, they are far more likely to remain loyal to your brand. In this comprehensive guide, we’ll dive deep into everything you need to know about CES, from its benefits and calculation to strategies for improving your score and increasing customer loyalty.
Customer Effort Score (CES) measures how easy it is for customers to interact with a brand or resolve issues. The metric’s core philosophy is simple: the lower the effort, the greater the loyalty. Introduced by the Corporate Executive Board (now part of Gartner) in 2010, CES rose to prominence when the Harvard Business Review published “Stop Trying to Delight Your Customers,” underscoring that reducing customer effort is often more effective for loyalty than delighting customers.
CES surveys typically ask a single question:
"To what extent do you agree with the following statement: The product (or company) made it easy for me to address my needs?"
Responses are often collected on a 1–7 Likert scale:
The CES is calculated by averaging responses, where a higher score represents an easier, more satisfying experience. Here’s the formula:
Customer Effort Score = (Total Score of Responses) ÷ (Number of Respondents)
While there is no industry-wide standard for what constitutes a "good" CES, a general guideline is to look for a score above 5 on the 7-point scale. Regular benchmarking can help determine whether your CES is improving over time. If your score remains stagnant or negative, it’s essential to identify areas for improvement.
While both CES and Net Promoter Score (NPS) are crucial for customer experience, each serves distinct purposes.
Both metrics complement each other; CES focuses on ease, while NPS assesses overall loyalty. Together, they provide a holistic view of customer satisfaction and engagement.
CES 2.0 updated the original CES question format and scale to resolve certain limitations, making it more intuitive and applicable across different languages and cultures. CES 2.0 uses a 1–7 scale and refined language to better capture the customer’s experience of effort. This adjustment has helped organizations more accurately measure ease of interaction and take meaningful action to reduce friction.
The Customer Effort Score is a valuable tool for businesses seeking to foster loyalty through a seamless customer experience. By measuring and minimizing the effort required in customer interactions, companies can improve customer retention, reduce churn, and encourage positive word-of-mouth referrals. Adopting CES as a part of your customer satisfaction strategy is a powerful step toward providing a smooth, frictionless customer journey.
Product-Market Fit (PMF) is essential for any business striving to grow sustainably and resonate with its target audience. One of the most recognized tools to gauge PMF is the PMF survey, commonly referred to as the "Sean Ellis Test" or the "40% Test." This survey provides insights into how dependent users are on your product, offering data-driven direction on product development and strategy.
A PMF survey is designed to help businesses understand whether their product is indispensable to users. It’s simple yet powerful: if over 40% of respondents say they would be “very disappointed” if they could no longer use your product, it’s a strong signal of Product-Market Fit.
The core question of a PMF survey is:
“How would you feel if you could no longer use [this product]?”
The responses are typically:
By asking this question and aiming for the 40% “very disappointed” threshold, businesses can measure how much users value their product. This approach was developed by Sean Ellis, who discovered that companies reaching this benchmark often achieve higher traction and growth.
The PMF survey can validate desirability—a key component of Product-Market Fit. However, it’s not a definitive measure. High scores indicate that users appreciate the product, but they don’t confirm whether the product will succeed long-term. That’s why it’s important to follow up with open-ended questions to gather more context about the user experience and what could make the product even more valuable.
Besides the main question, consider adding open-ended follow-ups to gain deeper insights. Sample questions could include:
These questions help reveal not just user opinions but actual user behavior—critical for building a product that truly resonates with the market.
While reaching the 40% “very disappointed” benchmark is a key goal, understanding why users feel that way offers a deeper layer of insight. By asking open-ended follow-up questions, you can capture specific pain points, desires, and unmet needs that drive this sentiment. For example, some users might rely on your product due to unique features, while others may value the customer service or the way it integrates into their workflows. Knowing why allows you to make informed product tweaks and prioritize improvements that will have the most impact on customer loyalty and satisfaction.
Understanding why also helps prevent the risk of “false positives” that can arise when users express high attachment without clearly understanding what sets your product apart. This knowledge is vital for companies looking to refine their value proposition and adapt to evolving user expectations.
Segmenting responses by user behavior is equally important. Not all users interact with your product in the same way or with the same frequency, so treating all responses equally can lead to skewed insights. By segmenting respondents—such as by usage frequency, engagement level, or even customer type—you gain clarity on which groups are most dependent on your product. This segmentation allows you to:
By understanding user behavior and targeting follow-up questions to different segments, you can adapt your PMF survey to capture a holistic view of user satisfaction. This method of detailed segmentation provides not just a snapshot of product desirability but also a roadmap for targeted, impactful improvements.
Timing is key for PMF surveys. Ideal times to send one include:
According to Buffer, about 40-50 responses can be sufficient if they come from diverse users who actively engage with your product. Focus on gathering responses from people who:
This ensures feedback reflects genuine, recent usage and minimizes the risk of skewed results.
Once you’ve reached Product-Market Fit, continue monitoring it as a Key Performance Indicator (KPI). Similar to the Net Promoter Score (NPS), the PMF survey can track user sentiment over time. Conduct surveys across different stages in the customer journey (e.g., onboarding, active usage, exit) to understand how sentiment changes.
As your product grows, maintaining focus on user-centric metrics like PMF helps prioritize feature development and avoid assumptions based solely on marketing feedback. PMF surveys can provide early signals about whether new features resonate, allowing teams to iterate before a full-scale launch.
After conducting the PMF survey, record the insights and determine actionable steps. Tools like a “Learning Sheet” can help document insights, making it easier to align on improvements and track progress.
In conclusion, the PMF survey is a powerful tool for businesses looking to find and maintain Product-Market Fit. While reaching a 40% “very disappointed” score indicates strong user dependency, it's essential to continuously validate and improve the product based on user insights, particularly through understanding why users value the product and by segmenting respondents for more targeted improvements.
User research is as much an art as it is a science. What people say can be heavily biased by many factors—many of which have been scientifically proven in the fields of research, cognitive psychology and behavioral science. Bias in surveys and user interviews can distort results and confuse teams— leading to misinformed critical product decisions. Below are seven practical tips to help you reduce bias and improve the quality of your user research and survey questions.
Even experienced researchers can easily to fall into asking leading questions that push respondents toward a particular answer. For example, instead of asking, "How helpful did you find this feature?" you could ask, "How would you describe your experience with this feature?"
Neutral wording helps reduce any preconceived notions or expectations. Any words that contain or imply subjective opinions can be heavily leading. Social desirability bias and acquiescence bias leads users to want to favorable or agreeable to the interviewer, rather than providing their true thoughts or behaviors.
Priming bias occurs when the order of your questions influences how respondents think or feel about later questions. Randomizing the order of questions for each participant can help mitigate this bias. For example, if you’re asking about both positive and negative experiences, leading with the positive can prime respondents to answer more positively in subsequent questions.
This can also happen in multiple choice questions—where the first answer primes and anchors subsequent choices. So if you show 'very satisfied' as the first answer to a customer satisfaction question—users will be led to choose more positive answers. By shuffling questions or answers, you can prevent any single question from affecting responses to subsequent ones.
Asking users to predict their future behavior or preferences often leads to inaccurate answers. People are generally optimistic about the future and will answer favorably if you ask them 'Will you use this?' Think about all the new year resolutions that never get acted on! Instead, focus on gathering facts about their past behavior. F
or instance, instead of asking, "Would you use this feature in the future?" ask, "When was the last time you used a feature like this?" People tend to give more reliable responses when talking about actions they’ve already taken versus hypothetical scenarios.
What people say do not necessarily correlate with what they do. This is called the 'say-do gap' in user research. When possible, design your research to include tasks or actions that involve making an explicit personal choice, showing evidence or performing an action—rather than just asking for opinions.
Exercises like asking people to sort or rank features/attributes (ie card sorting) or having them draw a graph that shows their emotional highs and lows across an experience—can be much more telling and aid in getting deeper answers. You can get pretty creative with this as well. I've heard of researchers asking participants to tear out images from magazines that represent their feelings about a brand to asking them to share their shopping cart history to discuss how they compared similar products.
Double-barreled questions ask about two things at once, which can confuse respondents and produce unreliable answers. For instance, “How satisfied are you with the interface and the customer service?” is asking about two distinct aspects of the product, which should be separated. Always ensure each question is focused on a single topic to avoid muddled responses.
Users’ experiences often vary based on their demographics, usage patterns, or familiarity with a product. By segmenting users based on their behavior (e.g., first-time vs. repeat users), you can tailor questions to capture insights that are more relevant to each group. This approach helps reduce generalizations and ensures that you gather more granular, actionable feedback.
Combining both qualitative and quantitative research methods can help reduce bias and cross-validate findings. For example, surveys provide numerical data that can reveal trends, while interviews or usability testing offer deeper context behind those numbers. By using a mix of methods, you can identify patterns, confirm hypotheses, and avoid relying too heavily on any single source of information.
The art of user research is in how the product manager, researcher or customer caring professional can best apply these techniques for their particular research goals and objectives. Even so, it's often that you will never have a completely clear picture of what users are saying or behaving to predict the types of product and business enhancements that will best satisfy their needs. Hopefully —armed with these types of bias reducing insights—you can improve the odds of your insights to be closer to what people actually want.
When you’re creating a customer satisfaction (CSAT) survey, it’s crucial to ask the right questions to get meaningful insights. Below, I’ve outlined 50 customer satisfaction survey questions across different categories, from general satisfaction to product-specific questions. These examples will not only help you measure satisfaction but also guide improvements in your product or service.
These questions provide a broad understanding of how satisfied customers are with your product, service, or overall experience. They are essential for gaining a high-level view of customer sentiment.
Net Promoter Score (NPS) measures customer loyalty by asking how likely they are to recommend your product or service. It helps you identify promoters (loyal customers), passives, and detractors who may require attention.
These questions measure how easy it is for customers to interact with your product or service. The lower the customer effort, the more likely they are to continue using your service.
These questions are essential for understanding the immediate satisfaction of customers after they have made a purchase. They help you identify issues with the buying process and determine how well your product meets expectations.
These questions dive deeper into specific product features or aspects of your service, helping you understand what resonates with customers and what needs improvement.
Customer support is a crucial touchpoint for customer satisfaction. These questions allow you to measure how effective and efficient your support team is in resolving issues.
These questions assess how intuitive and user-friendly your product or service is. They help you identify areas where customers may face challenges in navigation or ease of use.
These questions focus on how customers perceive the value they receive from your product or service. They are critical for understanding if customers feel they are getting what they paid for.
These questions help you assess whether your product or service is meeting or exceeding customer expectations. By understanding where expectations fall short, you can make improvements to align with customer needs.
Loyalty questions measure how likely customers are to continue using your product or service in the long run. These questions help you assess retention and understand the reasons behind continued usage or churn.
By organizing your customer satisfaction survey using these well-structured question types, you can collect a mix of quantitative and qualitative data that drives actionable insights. Use the right types of questions for different aspects of customer experience, and always be ready to refine your survey based on the feedback you receive.
As a market and user researcher, I often emphasize how vital the Net Promoter Score (NPS) is for businesses looking to measure and improve customer loyalty. NPS is more than just a number; it’s a reflection of how likely your customers are to recommend your brand to others. By understanding what a good NPS is and how to benchmark it, you can take proactive steps toward growth.
The NPS is a simple yet effective customer satisfaction metric developed in 2003 by Fred Reichheld. The beauty of NPS lies in its simplicity: customers are asked, “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?” Their responses categorize them as:
To calculate your NPS, subtract the percentage of detractors from the percentage of promoters. The score ranges from -100 to +100, with higher scores indicating better customer loyalty.
Defining a “good” NPS score can be tricky, as it varies widely across industries and regions. Here's a broad interpretation:
In terms of industry benchmarks, SaaS, Retail, and Technology sectors often lead with higher NPS scores, ranging from 60 to 80. On the other hand, industries like Telecom, Healthcare, and Financial Services tend to have more modest scores (10-40), making a score of +30 quite competitive in these fields.
When benchmarking your NPS score, it’s essential to account for factors that could skew your comparison:
Improving your NPS isn’t just about boosting numbers; it’s about enhancing the customer experience. Here’s how you can start:
While NPS remains a cornerstone of customer satisfaction metrics, the future lies in predictive analytics. As companies leverage machine learning, they can anticipate customer behavior based on NPS data, allowing for proactive adjustments to the customer experience before problems arise.
The Net Promoter Score is a valuable tool for any business aiming to measure customer loyalty and improve customer satisfaction. By benchmarking your NPS against industry averages, focusing on the qualitative feedback behind the numbers, and continually improving the customer experience, you can turn NPS into a true growth driver.
As an experienced market researcher, I’ve seen firsthand how powerful the Net Promoter Score (NPS) can be when used correctly. It’s more than just asking how likely someone is to recommend your product. The way you frame your NPS questions, and when you ask them, can unlock a world of insights into customer loyalty and help you grow your business.
Let’s dive into how to craft effective NPS questions and why this simple score can have such a big impact on your business.
The fundamental NPS question is:
While this question gives you a great starting point to gauge customer loyalty, the real insights come when you ask the right follow-up questions to dig deeper. NPS is not just about the score; it’s about understanding the reasons behind it.
To get actionable feedback, follow the core NPS question with something like:
This question allows customers to explain their reasoning and provide specific examples of what they like or what needs improvement. For me, as a researcher, it’s the open-ended feedback that helps pinpoint exactly where the friction or satisfaction comes from.
If you want to go further, ask:
This prompts customers to offer suggestions for improvement, which is invaluable for making data-driven decisions that actually address customer pain points.
One of the things I love about NPS is its flexibility. Depending on the stage of the customer journey, you can tailor the core question to gather more relevant insights. Here are a few examples:
For Product Feedback:
This version helps you evaluate ongoing product satisfaction and gather insights from regular users.
For Customer Service Feedback:
This helps evaluate how well your support team is performing and whether those interactions boost or diminish customer loyalty.
For B2B Businesses:
In B2B, it’s critical to know whether your clients are willing to refer you within their industry network.
As a researcher, I can’t stress enough how valuable NPS can be when you go beyond just collecting scores. Here’s why it’s so crucial:
After working with countless businesses, I’ve seen what works (and what doesn’t) when it comes to gathering effective NPS feedback. Here are a few best practices I recommend:
NPS is more than just a score—it’s a strategic tool that can unlock powerful insights into your customers’ experiences. By asking the right questions and following up with meaningful action, you can improve customer loyalty, drive business growth, and stay ahead of the competition.
Remember, the goal isn’t just to get a high score; it’s to understand what drives those scores and use that knowledge to continuously improve your product or service. When you approach NPS with curiosity and a genuine desire to improve, you’ll be amazed at the results.
Understanding your customers is crucial for any business striving for success. Customer feedback surveys are the most effective way to gauge customer satisfaction, identify areas for improvement, and ultimately enhance the overall customer experience.
In this blog post, we'll delve into the art of crafting the perfect customer feedback survey, exploring the types of questions to ask, the best practices for survey creation, and how to utilize the feedback you gather.
A customer feedback survey is a structured questionnaire designed to collect insights, opinions, and experiences from customers regarding a specific product, service, or the overall brand.
The feedback gathered from these surveys is invaluable for understanding customer perceptions, preferences, and satisfaction levels, which in turn helps businesses make informed decisions and improve their offerings.
Customer feedback surveys offer several benefits, including:
Before creating your survey, clearly define what you aim to achieve. Whether it's improving a product, enhancing customer service, or understanding customer preferences, having clear objectives will guide the survey design.
Long surveys can lead to respondent fatigue. Aim for brevity while ensuring you gather all necessary information. Ideally, the survey should take no more than a few minutes to complete.
Incorporate a variety of question types, including multiple-choice, Likert scale, open-ended, and rating scale questions. This provides a comprehensive understanding of customer feedback.
Avoid jargon and technical terms. Use simple and clear language to ensure respondents understand the questions without confusion.
Personalize the survey experience by using features like skip logic and question branching. This tailors the survey to the respondent's previous answers, making it more relevant and engaging.
Add your brand logo, colors, and styling to the survey to make it visually appealing and consistent with your brand identity.
Identify the right touchpoints to send surveys, such as post-transaction, after customer support interactions, or following a website visit. Timing is crucial to capture accurate and relevant feedback.
Assure respondents that their feedback will be anonymous and confidential. This encourages honesty and increases response rates.
Offering incentives like gift cards, credits, raffles and giveaways can increase completion rates and improve customer feedback survey answers.
Test your survey on a small group before sending it out to all your customers. This helps identify any issues with question clarity, survey length, or technical problems.
1. Offer IncentivesIncentive such as gift cards, raffle giveaways and credits can increase completion rates and higher quality customer feedback.
Allow respondents to skip questions they don’t know the answer to or are not comfortable answering.
Avoid biased questions. Instead of asking, “How was our amazing customer success team today?” ask, “Did our team resolve your problem?”
Shorter surveys generally have higher completion rates. Aim for brevity and focus on your core objectives.
Use conversational language and avoid jargon. Make your survey easy to understand.
Open ended questions allow for customers to provide feedback in their own words and offer clues to deeper needs and issues.
Ensure every survey you send has a clear goal. Know who the questions are for, what you are asking, and how you will use the information.
Customer feedback surveys are an essential tool for understanding and improving the customer experience. By asking the right questions, following best practices, and acting on the feedback you receive, you can make informed decisions that enhance your products, services, and overall customer satisfaction. Start crafting your customer feedback surveys today and unlock valuable insights that drive continuous improvement and success.
Exceptional customer experience (CX) is a critical differentiator that can make or break a brand in your competitive landscape. Understanding your customers' emotions and identifying touchpoints along their journey is crucial for fostering loyalty and satisfaction. This is where Customer Experience Tools come into play, providing businesses with the insights and capabilities needed to optimize every aspect of the customer journey. Let's explore the best tools available in 2025 to help your business thrive.
Customer Experience Tools are software solutions designed to help businesses monitor, analyze, and improve their interactions with customers across various touchpoints. These tools leverage data and analytics to uncover valuable insights, enabling proactive steps to address issues and enhance the overall customer experience.
When selecting the right Customer Experience Tools for your business, consider the following factors:
To simplify your search and understanding of customer experience tools, just understand these four categories that most tools fall into.
These tools are essential for understanding how users interact with your website. By analyzing user behavior, businesses can identify key areas for improvement and enhance the on-site experience. Tools like Google Analytics and Mixpanel provide insights into user paths, conversion rates, and engagement metrics, allowing for data-driven optimizations.
Product Experience (PX) tools help businesses gain a deeper understanding of how customers use their products. These tools collect data on user behavior within the product, providing valuable feedback that can inform development and improve user satisfaction. Solutions like Hotjar and Productboard enable teams to visualize user interactions, gather feedback, and prioritize feature development based on actual user needs.
Effective onboarding is crucial for new user activation and retention. Onboarding tools guide users through the initial stages of using a product, ensuring they quickly realize its value. Tools such as Userpilot and Appcues offer personalized onboarding experiences, interactive walkthroughs, and behavior tracking to help users get the most out of a product from the start.
Exceptional customer service is a cornerstone of a great customer experience. Support tools facilitate efficient issue resolution and proactive customer engagement. Platforms like Intercom and Zendesk centralize customer interactions across various channels, enabling businesses to provide consistent and timely support. These tools often include features such as live chat, ticketing systems, and knowledge bases to empower customers and support teams alike.
Analyzing user behavior on your website is the first step towards optimizing the customer experience. These tools help you understand user behavior and improve on-site experiences.
Example use-case: During a website overhaul for an e-commerce client, Google Analytics can identify a high drop-off rate on the checkout page. By optimizing this step, you can increase conversion rates upwards to 15%.
Example use-case: Using Mixpanel, you can pinpoint where users drop off in a mobile app onboarding process, allowing you to redesign and significantly improve user retention.
Example use-case: Integrating Google Optimize with Hotjar, you can see not only which changes worked but why they worked, thanks to qualitative data from session recordings.
Example use-case: Using Outfunnel to track web behavior, you can tailor email campaigns that directly addressed user interests, resulting in up to 25% increase in email engagement.
Product experience (PX) data helps product teams understand how users feel about your product and make informed decisions about optimizing the user and customer experience.
Example use-case: You can use Hotjar to monitor where users scroll, click and move their mouse to improve user experience. Combining individual user behavior monitoring with analytics and feedback can help you find ways to retain and convert users effectively.
Example use-case: By centralizing feedback with Productboard, you can prioritize features that directly addressed customer pain points, leading to higher user satisfaction.
Example use-case: Using Maze for concept testing can help you validate new product features with real user feedback before full development, saving time and resources.
Onboarding is the customer’s first step into a real product experience. The way you handle it affects your customer relationships and retention rates.
Example use-case: Implementing Userpilot for onboarding, you can reduce the time to first value and activation for new users—which can directly lead to higher retention and revenue.
Example use-case: Using Appcues, you can increase feature adoption by upwards of 30% by targeting users who had not yet engaged with new functionalities.
Example use-case: Deploying Whatfix for a complex enterprise software, you might be able to see upward to 50% reduction in support tickets related to onboarding.
Example use-case: Walnut lets you create detailed product demos, reducing the sales cycle by upwards of 20% as prospects could better understand the product's value.
Example use-case: Using Scribe, you can creat comprehensive onboarding guides that significantly reduced the time spent on customer support.
Even frictionless products require great customer service. Your customers should be able to get assistance whenever they need it—whether through a self-service solution, live support, or both.
Example use-case: Deepgram contact center lets you reduce work for human customer service agents and extract valuable customer insights from call transcriptions easily
Example use-case: Intercom lets you provide customer support across different time zones, keeping response times low and customer satisfaction high.
Example use-case: Implementing Document360 can help you reduce the number of support tickets by upwards of 30%, as customers found answers in the knowledge base.
Example use-case: Using Freshdesk, you can automate ticket assignment, reducing response times and improving customer satisfaction.
Example use-case: Implementing Zendesk can let you create a seamless customer experience across email, chat, and social media, increasing overall satisfaction.
Example use-case: Using HubSpot’s Service Hub, you can improve your ticket resolution time by upwards of 35%, leading to happier customers and a more efficient support team.
Today, SaaS (Software as a Service) can be leveraged to maximize business value for organizations of all sizes. These tools are available as mobile apps, web, and desktop applications. The cloud has revolutionized software deployment, making it faster, more cost-effective, and easier to manage. Vendors offer solutions hosted on their servers, ensuring quicker access and efficient issue resolution.
Some vendors charge a one-time fee, while others offer subscription-based models. It's crucial to choose software capable of integrating with other systems to facilitate information exchange and collaboration.
Follow these three steps to select the best CX software for your needs:
To transform your CX and achieve greater customer loyalty, you must use the right tools. Meeting CX objectives requires proactivity and alignment with business goals. Poor tool choices can lead to failed investments and higher operational costs.
You probably agree by now that delivering an exceptional customer experience is more critical than ever. The tools you choose to manage and enhance your customer interactions play a pivotal role in achieving this goal. By leveraging a comprehensive suite of Customer Experience Tools, businesses can gain invaluable insights, optimize processes, and foster deeper connections with their customers.
Web Tracking and Analytics Tools enable businesses to understand and refine user behavior on their websites, ensuring that potential customers have a smooth and engaging online experience from their very first visit.
Product Experience Insights Tools offer a detailed view of how customers interact with your product, providing the data needed to make informed decisions that enhance user satisfaction and retention.
Customer Onboarding Tools ensure that new users quickly find value in your product, reducing churn and building a solid foundation for long-term customer relationships through personalized and efficient onboarding experiences.
Customer Service and Support Tools are essential for maintaining high levels of customer satisfaction and loyalty. By providing timely and effective support, businesses can resolve issues promptly and keep their customers happy.
Choosing the right combination of these tools requires a clear understanding of your business goals, customer needs, and the specific challenges you face. It’s also crucial to ensure these tools integrate seamlessly with your existing systems to provide a unified view of the customer journey.
As a UX researcher, designer, product manager, or marketing lead—you already know conducting a successful user survey will get you the insights you need to improve your UX, conversions, customer satisfaction and product growth.
There’s just one catch: surveys, like any other form of UX research, can significantly strain resources and require proper planning and setup. You have to make sure you are asking the right questions, target the right users at the right time and be able to gather and analyze the data effectively and efficiently.
There must be an easier way. (Of course, we all know what that solution is—it’s why you clicked on this guide.)
Choosing the right UX survey tool can more than half the time and effort needed to ask, analyze, and action insights from your UX and user survey.
Here, we’ll cover everything you need to know to find and pick the best UX survey tool for your research.
TL;DR: you need a UX survey tool because manually orchestrating and analyzing your UX surveys is a huge drain on resources. Not to mention, properly collecting and dealing with vast amounts of data yourself can easily lead to mistakes or cognitive biases that impact the effectiveness of your research.
UX survey tools can make your job easier. By helping you cut down the time and effort spent on setting up, conducting surveys, and processing data, UX survey tools enable you to reallocate resources to more important aspects of your UX design process, and focus back on implementing the insights you gather.
The main thing is looking for an innovative tool that saves you time doing mundane work.
Not all UX survey tools are created equal. Each tool has unique features tailored to different stages of the UX survey process. This guide will help you navigate through the top 10 UX survey tools, categorized by their specific functionalities, to find the one that best suits your needs. Keep scrolling to discover the best tools that will revolutionize your UX research.
Breaking it down, UX survey tools consolidate and streamline your UX research process, leaving less room for error and more room for insights. They typically offer solutions for setting up questions, collecting data, and analyzing feedback for insight extraction. S
There are 3 major types of user survey tools—Survey builders, All-in-one solutions and Embedded/on-site survey tools
Survey builders focus on helping you setup the right sets of questions with controls for multiple choices, open ended questions, likert-scales, advanced routing logic and more.
All-in-one solutions provide a comprehensive suite of tools to manage the entire UX survey process from creation to analysis, including features like AI-assisted questions, automated reporting, and participant recruitment.
Embedded/on-site survey tools are designed to gather user feedback directly within your website or app, providing real-time insights without disrupting the user experience.
Typeform stands out with its sleek and intuitive interface. It allows for easy survey building with various question types and conditional formatting. While it excels in survey creation, it lacks advanced analysis features.
Key Features:
• Stylish, user-friendly interface
• Ready-to-go templates
• Conditional question branching
Pricing: Free plan available; paid plans start at £21/user per month.
Google Forms is a free and straightforward tool ideal for quick surveys. It offers simple form creation, automatic feedback summaries, and easy distribution. However, it lacks advanced analysis capabilities, requiring manual data handling or integration with other tools.
Key Features:
• Simple form creation
• Automatic summaries
• Easy distribution
Pricing: Free as part of Google Workspace.
Jotform is a versatile tool that allows you to create surveys, forms, and collect payments directly through your forms. It supports conditional logic, integration with various business apps, and automated workflows.
Key Features:
• Conditional logic for forms
• Payment collection
• Integration with marketing services, project management tools, and CRMs
Pricing: Free plan available; paid plans start at $34/month.
Maze is a comprehensive continuous product discovery platform that supports multiple UX research methods, including surveys, usability, and prototype testing. It offers a wide range of question formats, AI-powered follow-up questions, and automated metrics and reporting. Maze also provides templates to speed up your workflow and integrates with tools like Slack, Figma, and InVision.
Key Features:
• AI-assisted question formulation
• Automated follow-up questions
• Detailed reporting and metrics
• Participant recruitment via Maze Panel
• Extensive integrations
Pricing: Free plan available; paid plans start at $99/month.
Qualtrics is a robust tool offering end-to-end solutions for UX surveys. It includes features for trend identification, feedback analysis, and survey building. Despite its complexity and steeper learning curve, it provides comprehensive insights.
Key Features:
• Trend and theme analysis
• Detailed feedback analytics
• Extensive survey building options
Pricing: Custom pricing available; free trial offered.
UXtweak is an all-in-one user research tool that provides a whole suite of features, including a customizable survey builder. It’s easy to set up and provides detailed analytics with intuitive UI, making it a great choice even for beginners.
Key Features:
• User-friendly interface
• Comprehensive analytics
• Extensive testing features
Pricing: Free plan available; pro plans start at $70/month.
Formerly known as SurveyGizmo, Alchemer supports multiple languages and offers robust analytics. It’s not the easiest tool to use, particularly for beginners, but it provides extensive customization options.
Key Features:
• Multi-language support
• Detailed analytics
• Customization options
Pricing: Starts at $49/month for basic plan; pro plans start at $149/month.
QuestionPro is a versatile survey tool designed to help you make better business decisions. It offers a suite of survey solutions including a research suite, customer experience platform, workforce platform, and academic platform.
Key Features:
• Extensive survey customization
• Multi-channel distribution
• Advanced reporting and analytics
Pricing: Free plan available; advanced plan starts at $99/month.
Hotjar is an all-in-one analytics and feedback tool that helps you understand your users through heatmaps, session recordings, and surveys. It allows you to embed surveys directly on your website or app to gather in-the-moment feedback.
Key Features:
• Heatmaps and session recordings
• In-the-moment contextual user feedback micro-surveys
• User-friendly survey creation
Pricing: Free plan available; paid plans start at $39/month.
Sprig offers in-product surveys and targeted feedback tools designed to capture user insights directly within your website or app. It excels in gathering micro-surveys and real-time feedback without disrupting the user experience.
Key Features:
• In-product micro-surveys
• Real-time feedback
• User-friendly interface
Pricing: Free trial available; paid plans start at $75/month.
Choosing the right UX survey tool can make a world of difference in your research process. Here’s how to find the perfect match:
1. Identify Your Priorities: Are you looking for robust analysis, easy survey creation, or seamless integration? For example, Maze offers a comprehensive suite that supports multiple research methods, making it ideal for teams needing versatility.
2. Ease of Use: Ensure the tool has an intuitive interface. Tools like Typeform are known for their user-friendly design, which can streamline the survey-building process.
3. Integration Options: Check if the tool integrates well with your existing systems. Hotjar, for instance, integrates analytics and feedback collection seamlessly, providing a holistic view of user interactions.
4. Support Options: Look for tools with robust customer support and resources. Qualtrics offers extensive resources and support to help you navigate its complex features.
5. Scalability: Choose a tool that can grow with your research needs, offering additional methods and features. UXtweak’s extensive testing features make it a scalable option for expanding research requirements.
By selecting the right UX survey tool, you can streamline your research process, gather valuable insights, and improve your product’s user experience. Happy surveying!
Google Forms and Typeform are excellent for beginners due to their simplicity and ease of use.
Qualtrics and Alchemer are known for their robust analytics capabilities, providing deep insights into survey data.
Yes, tools like Google Forms, Jotform, and Maze offer free plans with essential features.
Absolutely. Tools like Maze and Hotjar offer extensive integrations with other platforms like Slack, Figma, and InVision. Additionally, you can use tools like Zapier to connect form data to integrate into your existing workflows and processes.
Sprig is excellent for in-product surveys, providing real-time feedback without disrupting the user experience.
A customer feedback management tool is a digital platform designed to help businesses collect, organize, prioritize and analyze feedback from customers. These tools are essential for gaining insights into opinions, sentiments, and suggestions, allowing organizations to enhance product development, improve customer service, and build customer loyalty.
Feedback management tools come equipped with various features, including feedback forms/surveys, feature roadmap voting and multi-channel feedback aggregation and management. They cater to multiple needs, from market and product research, customer experience optimization to feature prioritization. Whether you're a startup gathering user opinions on a new product or a large enterprise tracking customer satisfaction across different regions, feedback management tools provide the critical insights needed for informed decision-making and improved products and services
Best for AI-driven feedback for product insights
Price: From $99/creator/month
Website: https://www.zeda.io
Key Features:
Pros:
Cons:
Summary: Zeda.io leverages AI to provide deep product insights by centralizing feedback from multiple channels. Its advanced analytics and customizable roadmaps make it a robust choice for product teams looking to prioritize improvements effectively.
Best for tracking customer feedback and feature requests
Price: From $79/month
Website: https://www.canny.io
Key Features:
Pros:
Cons:
Summary: Canny excels in capturing and tracking feature requests, making it ideal for businesses that value customer input in their product development process. Its voting system and public roadmaps enhance transparency and customer engagement.
Best for omni-channel customer support teams
Price: Available upon request
Website: https://www.useresponse.com
Key Features:
Pros:
Cons:
Summary:UseResponse offers a comprehensive solution for omni-channel customer support, integrating various communication channels into a single platform. Its AI-powered chatbots and real-time collaboration features enhance efficiency in managing customer interactions.
Best for creating customizable, detailed surveys
Price: From $25/user/month (billed annually)
Website: https://www.surveymonkey.com
Key Features:
Pros:
Cons:
Summary:SurveyMonkey is a versatile survey tool known for its extensive customization options and robust data analysis capabilities. It's well-suited for businesses seeking detailed, targeted insights from their customer surveys.
Best for measuring customer satisfaction scores
Price: From $39/month for up to 100 responses
Website: https://www.nicereply.com
Key Features:
Pros:
Cons:
Summary:Nicereply specializes in measuring customer satisfaction through customizable surveys and real-time feedback collection. Its focus on key metrics like NPS and CSAT makes it an excellent choice for businesses aiming to understand and improve customer satisfaction.
Best for comprehensive product feedback management
Price: From $500/month (min 5 seats)
Website: https://www.uservoice.com
Key Features:
Pros:
Cons:
Summary:UserVoice is a powerful tool for managing product feedback, offering features like smart vote capturing and comprehensive reporting. It's best suited for larger businesses that need detailed insights and robust feedback management capabilities.
Best for gathering website-specific customer feedback
Price: From $19/month for unlimited users and feedback
Website: https://www.feedbackify.com
Key Features:
Pros:
Cons:
Summary:Feedbackify focuses on collecting website-specific feedback through customizable forms and widgets. It's an affordable solution for businesses looking to gather actionable insights directly from their website users.
Best for Salesforce users seeking integrated feedback
Price: Available upon request
Website: https://www.getfeedback.com
Key Features:
Pros:
Cons:
Summary:GetFeedback offers seamless integration with Salesforce, making it an ideal tool for businesses that rely on this CRM platform. Its real-time feedback collection and analysis capabilities help businesses act quickly on customer insights.
Best for creating engaging, interactive forms
Price: Free plan available, paid plans start at $29/month
Website: https://www.typeform.com
Key Features:
Best for collecting and leveraging customer reviews
Price: From $225/user/month
Website: https://www.trustpilot.com
Key Features:
Pros:
Cons:
Summary:Trustpilot Business excels in collecting and displaying customer reviews, making it a powerful tool for building trust and improving services. Its integration with various eCommerce platforms and advanced fraud detection features make it a robust choice for businesses focused on leveraging customer reviews.
Choosing the right feedback management tool depends on your business needs, usability preferences, and budget. From cost-effective solutions like Typeform to advanced platforms like Zeda.io and UserVoice, there is a wide array of options available to suit different use cases.
Effective feedback management tools help you systematically collect and analyze customer feedback, enabling you to make informed product decisions, improve customer satisfaction, and ultimately build better software.