There are many different types of industries that need to conduct consumer research. Some companies may be looking for a tool that will help them understand their target audience, while others want to find out what consumers think about their product or service. Regardless of the type of industry you work in, there are certain features and characteristics that every good research tool should have. Before choosing a specific marketing software package, it is essential to review these guidelines to make an informed decision.
1) Pricing Structure
When choosing a consumer research tool, the first thing you should consider is how much the software will cost. There are two ways to approach this: pay-as-you-go or subscription-based.
Pay-as-you go pricing structures typically charge per question, while subscriptions offer monthly fees instead of one large payment at the beginning of your contract. Additionally, some tools may only allow for certain types of questions (i.e., closed vs open-ended), which can also increase costs if not offered within your preferred price range.
Subscriptions are usually more expensive in the long run but do not require upfront payments. Overall, they give companies access to better features than their competitors who use traditional pay as you go models, so it depends on what type of organization you are and what type of organization you are your budget is.
2) Customer support
Since most of the tools present on the market today are self-service, it is important to find one that provides exceptional customer support. A quick response time when you have questions or concerns about your account will make the difference in how effective you can be with using their product.
Clients need access to someone they can contact if there are any issues with their consumer research software, and this person needs to know exactly what they’re doing to help resolve problems quickly. There should also be a well-maintained knowledge base for clients who want more information before getting started or would like some additional guidance as far as implementation goes.
3) Variety of functions
The best research tools will be able to accommodate the needs of many different types of organizations. A tool that can do everything you need is more important than one with a few gimmicky features, especially when it comes to data analysis and reporting options.
You want something simple enough for new marketers or students who are just starting in their career but also powerful enough for corporate use by top-level managers.
4) User-friendliness of tool
It’s important to choose a research tool that is easy and intuitive for your employees or team members to use. There should be no previous experience to get started with the software or pick up on any new features as they are added over time.
A good consumer research tool will have an extensive guide, FAQ section, knowledge base articles, tutorials, videos etc., so users can access information quickly when needed. It should also be compatible across multiple platforms (i.e., desktop vs mobile), making it more accessible anytime you need it.
5) Customizability
You want research software that can be tailored to fit your company’s needs.
For example, if you need help analyzing your data and reporting results, look for one with those features built-in versus making it an additional cost as some tools do. If you need multiple languages or dialect support so certain demographics can take the survey in their native tongue, ensure this is included at no extra fee (or minimal) before signing up.
Make sure whatever tool you choose has these customization options available through either desktop version of a web-based platform. Then, determine which aspects are most important based on how they relate to what you do within your organization.
6) What types of questions can you ask?
Make sure whatever tool you choose has these customization options available through either desktop version of a web-based platform. Then, determine which aspects are most important based on how they relate to what your company does.
Conclusion
In conclusion, choosing a marketing research solution boils down to knowing exactly what your business is looking for so you don’t get stuck paying too much for extra features you won’t use. Look at your budget and how much each major feature will cost before deciding so you can make the best choice possible when it comes to consumer research tools.
