Lab Notes
Customer Research Tools

17 Customer Research Tools Every Company Should Know

Whether you’re inventing new products or simply writing a blog post, research is often the difference between good and great.

But as with any good carpenter, you have to know when to use the right tools.

Below you’ll find some of GoKart’s favorites, along with why we think they’re useful to help you answer questions like:

Who are we for?

What do our customers really want?

Is there demand for my product or idea?

What are our competitors doing?

What features should we build next?

How could we make this experience simpler?

We hope you find this list useful, and if we missed any of your favorites, please add them in the comments at the bottom.

 

LEARN WHAT YOUR AUDIENCE IS SEARCHING OR SAYING

Google Trends – See the top things people are searching for right now (filters by category & country).

Quora – Type your keywords in, find relevant conversations.

Typeform – Simple, beautiful surveys for voice of customer research, quizzes, and more.

Intercom – Converse directly with your customers while they’re on your website or in your app.

 

LEARN FACTS ABOUT YOUR AUDIENCE

Facebook Audience Insights – If everyday Facebook users saw how much this tool reveals about them, they would not be happy. (ProTip: Upload your customer e-mail addresses to spot trends in demographics, brand interests, purchasing behaviors, and much more).

American Fact Finder – Find insights into your demographic at national, state, and city levels.

Nielsen’s Top 10 Lists – Learn what Americans are currently watching, reading, playing, browsing and buying most.

FollowerWonk – See who influences your own and your competitors’ Twitter followers.

 

LEARN ABOUT DEMAND FOR YOUR PRODUCT, SERVICE, OR CONTENT STRATEGY

Google Keyword Planner – Not just for SEO or SEM planning, this free tool is amazing for understanding demand and human need.

Amazon Best Sellers – Uncover new product and niche opportunities, get ideas for copy and offers to increase conversions and more.

BuzzSumo – Identify what content is performing best for any keyword, publisher, or domain.

 

LEARN ABOUT DIGITAL TRENDS

Internet Trends – Learn about yearly internet trends from KPCB’s Mary Meeker.

Google’s Consumer Barometer – See how people use the web around the world.

W3Schools – Find statistics and trends across browsers, operating systems, and screen resolutions.

 

LEARN HOW TO IMPROVE YOUR USER’S EXPERIENCE

HotJar – Get heatmaps and watch recordings of actual user sessions.

User Research Methods – Learn when to use which UX research methods.

 

LEARN FROM AN EXPERT

GoKart Labs – Before we invent or market anything, we always start with research (ProTip: Hire us).

Paul writes about modern marketing practices for today's fragmented digital world.

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