Top B2B Market Research Tools of 2024

Conducting market research is the first step in developing a new product idea, identifying market opportunities, or keeping up with competitors.

The quality of your decisions comes from the quality of your information. To make any important decision, you should understand the market landscape and know your target customers and competitors. This is where market research tools make your job easier.

Here are the best market research tools for B2B companies.

Top 10 B2B Market Research Tools

There are two main ways to do market research: primary and secondary. Primary research involves getting answers directly from your target customers. The best primary research is hi-fi: straight from the source, unbiased and including a lot of qualitative information. Secondary research involves accessing and analyzing existing data on your industry, competitors, and trends.

Here are the top B2B tools for both use cases:

Get answers from your target customers

These tools help you get direct insights from your target audience.

‍

Wynter

Who it’s for: Wynter is used by marketing leaders and C-level executives in charge of strategy.

Wynter is an on-demand B2B market research tool that provides feedback from your requested audience in under 48 hours. You can ask any questions and get direct answers from your target customers.

Built specifically for B2B companies, Wynter is a self-serve platform with access to a network of over 60,000 manually verified B2B professionals. This large pool ensures you can find your exact target customers for any B2B product.

Survey your target group about their needs, behaviors, and pain points, or get feedback on your messaging.

Learn how to master messaging and the importance of message testing.

Wynter overview

• On-demand B2B audiences: Find your exact B2B target customers based on title, industry, and company size.
• Vetted/quality B2B panelists: Wynter verifies survey panelists against their LinkedIn profiles and corporate email addresses to ensure authenticity and prevent fraud, which is a significant issue in B2B research.
• Multiple research formats: Get insights in multiple ways, including market and brand research surveys, 1:1 interviews, message testing, etc.
• Speed of insights: Wynter delivers insights in under 48 hours, whereas traditional market research takes weeks or months.

What users like about Wynter

• Turnaround time: What users appreciate about Wynter is its speed as results come back in 12-48 hours. Setup takes minutes and the wait for results is over in a day or two. “Results come back so fast it blows me away every time.” (user review on G2)
• Access to a credible B2B audience: One of the advantages most users mention is reaching the right target group and getting high-quality feedback from the participants. “Plenty of survey tools exist, but they can't deliver nearly as well on bringing the right respondents to your message tests.” (user review on G2)
• Ease of use: Wynter is liked for its simplicity and user-friendly interface. Users note that setting up and launching a survey is easy and fast. ”I was really impressed with the ease of use from initiating contact for pricing to getting my first test ready to deploy.” (user review on G2)
• Customer support: Users think highly of Wynter’s customer support and highlight the responsiveness and helpful insights of the customer support team. ” …the support is some of the best I've seen” (user review on G2)

Pricing

Wynter offers annual plans and pay-as-you-go options. Subscriptions start at $6,990 / year. The fee includes participant responses.

What is Wynter best for?

Getting fast results directly from your B2B target customers.

• Speed of insights (full results in 12-48 hrs)
• High-quality, verified B2B audiences
• Self-serve (no setup, no meetings, no fees for "programming" the survey)

‍

Qualtrics: XM for Strategy and Research

Who it’s for: As an advanced research tool, Qualtrics XM is ideal for research and insights leaders and teams.

Qualtrics XM offers multiple tools for collecting and analyzing data about your products, customers, brand, and employees. Their advanced software supports both quantitative and qualitative research.

The XM Strategy and Research tool helps you create, distribute, and analyze surveys and detailed research projects. You can access over 30 pre-built projects to start your research quickly, or create custom projects using advanced logic and question types.

You can also use XM Strategy and Research to discover market trends, identify customer needs, and track changing behaviors. Their Audience Management tool helps you automatically recruit, reward, and manage your research panel.

XM for Strategy and Research overview

• Qualitative and quantitative research: Research market trends, customer needs and behaviors with both quantitative techniques and qualitative techniques, including conversational surveys, video feedback and video diary studies.
• Analytics and insights management: Store insights from your studies and find data from stored studies using AI-powered search.
• Panel options: Find your own panelists and invite them to the platform or access third-party panels on-demand. They are a panel aggregator, meaning they do not have their own panel but instead partner with multiple vendors, like Dynata.

What users like about Qualtrics for Strategy and Research

• Depth of analytics: Users praise Qualtrics for the comprehensive analytics they provide. One user says that their in-depth analysis is what’s most useful about it. “The most useful part of Qualtrics is the depth of analytics you receive on your surveys, questionnaires, and other tools.” (user review on Capterra)
• Advanced features for complex projects: Qualtrics stands out with its extensive set of features designed for complex projects. Features like real-time analytics, respondent tracking and API integrations make it a robust tool for diverse needs. “Qualtrics includes advanced features like real-time insights, NPS question configuration, and integration with existing studies.” (user review on Capterra)
• Customization: Users appreciate the platform’s customization options, including tailoring surveys with conditional logic, various question types, and multimedia integration. “Qualtrics is customizable, and you can disseminate the forms in many ways…” (user review on Capterra)

Pricing

Qualtrics pricing depends on the specific features and seat counts. Respondents cost extra.

What is Qualtrics XM for Strategy and Research best for?

Collecting and analyzing data for complex research projects.

‍

SurveyMonkey

Who it’s for: Chances are you’re familiar with SurveyMonkey, one of the most popular survey tools worldwide. You can create various forms and surveys with SurveyMonkey.

SurveyMonkey also offers a specialized Market Research tool with additional features. For example, you can distribute your survey to your own audience or select from a global panel that matches your filters. SurveyMonkey’s audience includes over 175 million people, allowing you to target based on a variety of criteria.

After you survey your target audience, SurveyMonkey automatically cleans your data to remove poor-quality answers. You can then create custom reports and export them to share with others.

SurveyMonkey Market Research overview

• Global panel: Create your audience profile and SurveyMonkey will send your survey to participants who match your criteria. SurveyMonkey does not have its own panel; they use third-party vendors like Cint.
• AI-powered insights: SurveyMonkey uses AI to speed up and support different stages of your research like creating surveys and spotting trends in your data.
• Reporting: Analyze data and build custom reports that you can export and share with others.

What users like about SurveyMonkey

• Ease of use: What users like most about SurveyMonkey is its user-friendly interface. Most agree that it is easy to use and has a low learning curve. ”One of the best things about SurveyMonkey is its ease of use. “ (user review on G2)
• Customization: You can tailor surveys to your specific needs. SurveyMonkey lets you build various types of surveys, customize their design and use additional features such as branching and piping. ”Customization is easy and can create a dashboard very quickly. “ (user review on G2)
• Reports and integrations: Users value the reporting features as well as integrations with other tools. The reporting and data analysis tools make diving into survey data easier. Integrating SurveyMonkey with other tools makes for a streamlined process. ”It has extensive reporting capabilities…” (user review on G2)

Pricing

SurveyMonkey has three pricing tiers for teams:

• Team Advantage: $25/user/month, billed annually
• Team Premier: $75/user/month, billed annually
• Enterprise: Contact sales for a custom quote

For the Market Research solution, you can create a free account and get consumer feedback starting at $1 per response.

What is SurveyMonkey best for?

Customizable survey creation.

‍

NewtonX

Who it’s for: NewtonX is perfect for insights and research leaders, and executives working in B2B.

Designed for B2B market research, NewtonX gives you access to expert insights from a network of 1.1 billion professionals. The tool helps you perform research using different methodologies and includes quantitative, qualitative and combined research.

The platform takes your business question and transforms it into a query composed of over 40 search fields. NewtonX’s AI-driven algorithm customizes searches to find the subject matter expertise based to your needs and identifies the exact audience for your business questions. NewtonX guarantees 100% verified research, claiming that every search is custom with no data recycling.

NewtonX overview

• Full-service B2B market research: NewtonX offers various types of research like market research and customer research as well as research consulting.
• AI-driven algorithm: The NewtonX Graph searches a global pool of professionals for the niche knowledge you need. NewtonX guarantees every search is custom.
• Subject matter experts: You get connected with a targeted list of verified professionals who fit your criteria and match your area of knowledge.

What users like about NewtonX

• Good insights: Users get useful insights from subject matter experts who participated in surveys and are satisfied with the data quality. ”Well-organized research, good insights, and reports are easy to grasp.” (user review on G2)
• Finding hard-to-reach participants: One of the benefits of NewtonX is having access to subject matter experts who would otherwise be hard to get in touch with and recruit. Their expert network spans across five continents and covers many industries like finance, healthcare, tech and manufacturing. ”Most of all, able to find hard-to-reach participants quickly!”
• Ease of use: NewtonX is easy to set up and use. The users appreciate that the research process is smooth and easy to follow. ”Easy to set up... they do all the hard work.” (user review on G2)

Pricing

Their minimum project fee is ~$5k. The cost per participant for a 10-minute survey is $165.

What is NewtonX is best for?

‍Reaching niche B2B audiences.

Analyze trends and competitors

Use the following tools to uncover current trends, benchmark yourself against competitors and better understand the market landscape.

‍

Emporia Research

Who it’s for: Emporia’s programmatic sampling for B2B audiences is suitable for a diverse set of clients, including market research agencies, creative and advertising agencies, management consultancies and corporations.

Emporia is a B2B market research tool that lets you collect data from verified third-party sources. With its AI-powered search, Emporia scans academic journals and clinical trial data, and sources candidates via LinkedIn, email and more. Their database has 800M of professional profiles they can access. Emporia has a layered approach to make sure their participants are who they say they are: a primary point of contact through a corporate domain followed by a check against LinkedIn.

You can tailor your audience based on their management level, job title, company, headcount and industry to reach the professionals you need. Delivery time with common audiences is around two to five days.

Emporia Research overview

• Verified third-party data: Emporia's platform uses data verified by independent third parties instead of responses provided directly by respondents. Emporia claims that sourcing data from reputable external sources reduces the need to clean up the data, known as "data scrubbing”.

• AI-powered participant search: The platform scans a wide range of sources, including academic journals, clinical trial data, and LinkedIn, to find the most suitable participants for B2B market research studies.

• Integration with existing tools: You can connect Emporia with tools such as Zoom, Microsoft Teams, Calendly, and even other market research tools like Qualtrics.

What users like about Emporia Research

Most online reviews of Emporia Research are by participants/respondents

Pricing

Emporia’s costs vary depending on the seniority and incidence of the professionals in question. As an example, a quantitative research project like a 15-minute survey can range from $60 to $90 and a qualitative project like a 1-hour interview can range from  $300 to $700.

What is Emporia Research best for?

Collecting third-party data for B2B research.

‍

Similarweb

Who it’s for: Similarweb is a good fit for digital marketing teams, business development professionals, and anyone else looking for website traffic data and competitive benchmarks.

The platform provides insights into website traffic, online performance and benchmarks to help you identify market trends and competitors. You can use Similarweb to find out more about your competitors’ traffic and marketing.

Similarweb has data from 100 million websites across 190 countries and 210 categories. The data is split into categories, including website overview (visits, ranking and more), audience, geography, search traffic, display advertising, similar sites, referring sites, social, and mobile apps.

Although you’re not getting direct feedback from your target customers, you can still validate the market size, monitor competitors, track customer behavior and access industry benchmarks to see how you measure up across industries and geographies.

Similarweb overview

• Online market trends and insights: Get data on industry benchmarks, market trends and customer behavior patterns.
• Website traffic analysis: Gain insights into website traffic and performance metrics. Compare your website's performance against competitors.
• Detailed data: Similarweb’s online market insights include data from 100M websites, 5B search terms, 250M ads and 8M apps.

What users like about Similarweb

• Ease of use: The most mentioned benefit of Similarweb is its simplicity and user-friendly interface. Even if you’ve never used the tool, it won’t take you long before you know the ins and outs of Similarweb. ”The dashboard is quite intuitive and easy to navigate.”  (user review on G2)
• Large database: Similarweb has a database of websites across different industries and countries, making it easy for users to get the information they need. ”It has a large and reliable database of websites from different countries and categories.” (user review on G2)
• Instant overview: A benefit of Similarweb is that it gives users an instant overview of the market and trends. Unlike primary research tools, the information is available almost instantly. ”…lets you get to the information you need as quickly as possible.”  (user review on G2)

Pricing: Similarweb has multiple pricing options.

Starter: starting from $125/mo
‍Professional: $333/mo
‍Team: request a quote
‍Enterprise: request a quote

What is Similarweb best for?

Macro analysis of the online market, competitors and trends.

‍

Semrush

Who it’s for: Semrush is mostly used by digital marketers and SEO professionals.

Semrush is one of the leading SEO tools and its market research software will give you data on the market size and growth potential, key players, their online market share and traffic generation strategies helping you benchmark yourself against your competitors.

Although you can use Semrush for keyword research and website analytics, some of Semrush’s tools are particularly useful for market research. The Market Explorer helps you map out a specific market or niche, including a list of top competitors, their online market shares and growth rates as well as audience interests and demographics. EyeOn monitors your competition and Traffic Analytics lets you explore demand, interests and geo-distribution of your target customers.

Semrush overview

• Market data: Analyze the competitive landscape of an online market by accessing data like market shares, growth and seasonal trends.
• Keyword and organic research: Research keywords and analyze competitors’ organic search strategies to identify market gaps and trends.
• Competitor Analysis: Monitor your competitors' online strategies to see how you measure up against the competition.

What users like about Semrush

• One-stop-shop: Users enjoy using Semrush because it offers multiple tools marketing tools in one platform. It covers competitor analysis, market trends and audience insights but also keyword research, website optimization and content planning. ”fantastic one-stop-shop tool”  (user review on G2)
• Reporting and insights: Semrush offers data-rich reports that are easy to understand and help users grasp the data. You have an option to automate reporting. ”…they have ways to make these insights more digestible with easy-to-understand reports”  (user review on G2)
• Customer support: A lot of users have great things to say about Semrush’s customer support team, noting that the team is helpful and responsive. ”…customer service has responded quickly and helped me navigate to where I needed to go”  (user review on G2)

Pricing

Semrush offers three pricing tiers

‍Pro: $129.95/month
‍Guru: $249.95/month
‍Business: reach out to sales to get a quote

What is Semrush best for?

Keyword research and website analytics.

‍

Statista

Who it’s for: Statista can be used by researchers, analysts and academics as well as various teams in B2B companies, including marketing and business development.

Statista gives you easy access to market reports, consumer surveys, industry studies, and trend reports. You can explore a vast library of statistics like market size, revenue metrics and growth forecasts for specific industries, which can help you analyze markets and identify trends.

Not only can you access a lot of data across 170 industries and 150+ countries but you can also view it in different ways making it easier to visualize and grasp.

Statista overview

• Extensive database: Access over 1 million statistics on 80,000 topics.
• Industry reports: Get detailed reports on a wide range of industries, markets, and trends from a library of 20,000 reports.
• Analysis and visualisation: Analyze consumer behavior, market forecasts, and company performance and visualize the data with custom charts and infographics.

What users like about Statista

• Data visualization: Statista gives you access to reports and graphs to help you analyze data. ”I like how it is organized and helps me see all the stats in order” (user review on G2)
• Easy to get data: Statista gives you access to statistics on many topics making it an easy place to start your research. ”Easy and reliable place to get data” (user review on G2)

Pricing

‍Statista has three pricing tiers.

‍Personal account: $549/month
‍Professional account: $959 /month
Business suite: get in touch to get a quote

What is Statista is best for?

‍Getting stats on various topics across industries and geographies.

‍

Wonder

Who it’s for: Corporate strategists and innovators, people leading strategy, innovation, R&D, research, and insights -- typically at F5000 companies.

Wonder is an on-demand research platform for corporate innovation teams. They offer AI-powered insights and human-powered reports on trends, competitors and market trends. You can use Wonder to explore and analyze a topic, create a data set or validate an idea.

Wonder’s conversational AI Claire will help you define your topic and goal before providing findings and data points reviewed by human analysts. All insights come from secondary sources like scientific journals, industry reports and company annual reports, and they’re cited in your report.

There are many ways to use Wonder so here are a few examples from real users:

• map 2023 media landscape,
• deep-dive into top players in B2b digital payments
• competitive analysis of key crypto platforms, etc.*

Wonder overview

• Custom deliverables: Each report is tailored to your needs so that you don’t have to spend time formatting insights.
• Detailed reports: Get fully-cited reports that include an executive summary, research strategy, charts, hyperlinked sources and recommendations for next steps.
• Proprietary AI: Use conversational AI trained on 185,000 projects to define your research and get AI-powered results combined with human analysts’ insights.

What users like about Wonder

There are not a lot of reviews of AskWonder online.

Pricing

‍It’s about $120,000 per year.

AskWonder is best for…

Getting insights on niche topics.

Why Market Research is Crucial for B2B

B2B companies do market research to:

• Understand the target customers: Market research tools are the way to understand the pain points and behaviors of your target customers through surveys and interviews.‍
• Identify a suitable niche: Many successful companies focus on building tailored solutions that meet unique needs. Market research tools can help you identify these niches and their unmet needs.‍
• Understand the market landscape: Market research tools provide insights into industry trends, market size, and market gaps so you can find opportunities to take advantage of.‍
• Analyze competitors: Learn about your competitors' strengths, weaknesses, and market positioning to differentiate your offer.‍
• Evaluate your positioning: Market research gives you the data needed to define or improve your positioning and value proposition.

As a result, you can make better business decisions.

Take a look at our B2B Buyer Journey Research 2024.

Buyer beware: consumer audiences marketed as professionals

Always ask companies which vendors they are using for B2B market research or qualitative/demand research surveys, and what’s the cost per response.

What you will often learn is that they're using an old school vendor that provides you like 400 people for $1800 or 500 for $2000 - for an audience of supposed B2B SaaS marketing leaders or HR bosses or CISOs or whatnot.

That's like $4-$5 per respondent.... which means the vendor must be paying $2-$3 per response (or less)... --> this is fraud. These are no professionals and executives, but regular consumers pretending to be one.

No director or VP will fill out a survey for a dollar. Lots of students, unemployed people and folks in developing countries - absolutely.

Consumer research is super cheap, paying $0.50-$2 per response. (Most consumer research tools out there are using the same mturk panel)

So if you get B2B audiences for similar prices... those are no B2B audiences. If you make decisions based on that data... let's just say that the quality of your decisions comes from the quality of your information.

Another scammy thing that is widespread: those same vendors selling you "B2B" respondents for $4-5 actively discourage you to ask open-ended questions.

"Do multiple choice!", they recommend.

Why? While they claim its survey fatigue (a true phenomenon), really they know they're selling fraud. And if you only do multiple choice questions, you will never find out.

Story time:

We had an early customer, the business was AI for organic traffic, and used third-party panels to source B2B SaaS CMOs for them. Oh how the well-known vendor fought us on open-ended questions, but they allowed 2 in the end.

Those supposed CMOs looked at the AI for organic traffic company’s website asked: what does organic food have to do with traffic on the streets? They even didn't get the concept of organic traffic. Let's just say that those were no CMOs.

Every B2B research industry veteran knows this.

How to select your B2B market research tool?

Now that you’ve got a list of popular B2B market research tools, how do you decide which tool is right for you? Here are a few tips.

1. Clearly define your needs
2. Check which tools on this list best fit your needs
3. Verify the quality of their B2B audiences
4. Confirm that the tool fits your budget
5. Take a deeper look into product features and confirm how the data is being collected
6. Look into integrations, speed and ease of use
7. Don’t forget to check out a few user reviews as well

It’s not an easy decision so take your time to analyze the tools before making a purchase.

Wynter is the right fit for you when you're wondering what your target customer (ICP) pain points are, how to best market to them, and how to get to messaging that really resonates with them.