Choosing the right market research software isn’t as simple as picking a survey tool anymore.
Today’s insights teams are under pressure to deliver faster, more actionable insights—while dealing with declining response rates, disengaged participants, and increasingly fragmented research stacks. In fact, according to Greenbook, sample and data quality is now among the biggest challenges researchers face, making it harder to trust and act on findings.
This need to improve the participant experience and improve quality is fueling the growth of software companies in market research. According to Esomar, the research software sector now accounts for US $62 billion, growing at 11.8%.
Smart brands, however, know that having software is not just about collecting data—it’s about engaging participants, combining quantitative and qualitative methods, leveraging AI effectively, and turning insights into action quickly.
In this guide, we break down the top market research software platforms and what actually matters when choosing one.
Market research software is a platform that helps organizations design studies, collect data, analyze insights, and share findings.
But the category has evolved significantly.
Today’s leading platforms go beyond surveys to include:
Quantitative research
Qualitative research
Video feedback and rich media
AI-powered analysis and summarization
Insight visualization and reporting
In short, the best market research tools don’t just gather data—they help teams understand people at scale and act on that understanding faster.
Rival Technologies stands out for rethinking how research is conducted—from the participant’s perspective.
Key differentiators:
Quant + qual + unlimited video in one platform
Conversational, mobile-first experience (feels like texting, not surveys)
Smart integration of AI tools
Instead of forcing respondents through rigid surveys, Rival creates natural, engaging conversations, which leads to higher-quality responses and better completion rates.
G2 reviews for Rival are stellar. User Karran S. noted that Rival is “exactly the solution we were looking for” — noting the platform’s modern look. “We get survey responses so quickly and it’s been extremely helpful especially when we have quick turnaround times,” he added.
Another reviewer, Anna, said Rival is “the best insights partner I had.”
Other reviews highlight Rival’s customer success team and their hands-on approach — something very different from a lot of market research software companies. Many note that Rival pricing is also very fair compared to larger, more popular players.
Best for: Teams that want richer insights, better engagement, and a more modern approach to research.
Qualtrics is the biggest player in the market research industry. If you like to play it safe, Qualtrics might be for you.
What it does well:
Deep quantitative and qualitative capabilities
Advanced methodologies (conjoint, MaxDiff, segmentation)
Integrated AI for analysis and automation
Strong governance for large teams
If you’re considering Qualtrics to run your research, it’s important to consider some drawbacks. Some common Qualtrics complaints include poor participant experience and high costs.
As an article from Joyous notes:
“Want to add AI analysis? Multi-language support? Zero Data Retention? SMS distribution? These cost extra. ... Additional and unexpected services continue to increase the costs as new use cases arise.”
Best for: Insight teams that are risk-averse and have big budget for market research tools.
If you’re running super sophisticated quant research, Forsta might be for you. According to Insight Platforms, this is the “online survey and reporting solution for insights pros who need to execute sophisticated quantitative research.”
What it does well:
User-friendly interface
Multi-mode data collection (web, phone, in-person)
Advanced workflows like diaries and focus groups
Enterprise-grade flexibility
According to G2’s summary of reviews, Forsta’s pricing can be high — “which may limit accessibility for smaller teams.”
Best for: Research-heavy organizations with complex methodological needs.
Medallia, according to Insight Platforms, is an enterprise-grade software for managing customer experiences. If your primary and only focus is CX, this solution is a good candidate.
What it does well:
Strong omnichannel feedback collection (SMS, apps, web)
Video feedback tools
AI focused on identifying trends and driving action
Integration with CX workflows
That said, Medallia may offer less features that you might need if your insights team is responsible for more than CX. Also, according to G2, Medallia can be complex to implement — taking up to 5 months.
Best for: Organizations that want to connect research directly to customer experience initiatives.
SurveyMonkey is one of the oldest players in the game — and also one of the most popular. Everyone from students to academic researchers use it.
According to Insight Platforms, SurveyMonkey “offers customizable surveys, statistical analysis tools, and AI-powered insights.”
What it does well:
Easy to use and fast to deploy
Strong for quantitative surveys
Built-in audience panel
Affordable, transparent pricing
Some G2 users note that some advanced SurveyMonkey features are "often locked behind higher-priced plans” — meaning, the pricing that you see may not be the actual price tag.
Best for: Teams that need quick, cost-effective quantitative insights.
Not all insight platforms are built the same—and picking the wrong one can slow your team down.
Here’s what actually matters:
Modern research rarely fits into one box. Look for market research platforms that let you combine structured data with open-ended insights seamlessly. Capturing this together is a more natural and seamless experience for your participants — and reduces the need for your insights team to use disconnected market research tools.
If your surveys feel like work, your data will suffer. Conversational, mobile-first experiences (like Rival’s) can significantly improve engagement and response quality.
Video feedback adds depth, emotion, and context. It also enhances your storytelling techniques and inspires action. That’s why a market research tool that can support video is usually part of any world-class, high-performing insights team.
Good AI doesn’t just generate surveys—it helps you:
Analyze open-ended responses
Identify themes
Summarize insights quickly
Of course, AI is evolving fast. Look for research suppliers that are committed to pursuing innovation and continuing to release AI-powered features that amplify human expertise.
How quickly can you go from idea → fieldwork → insight → action? This is where many tools fall short.
Follow the lead of companies like Evenflo and Weber — innovative research teams that tap into the power of mobile to drive in-the-moment research and accelerate speed to insights.
This is underrated—but critical. Strong customer success teams can dramatically improve outcomes, especially for complex research programs or if you have a small research team.
Look for market research companies that offer a wide spectrum of services. While DIY platforms can be very beneficial for some teams, others may benefit more from an assisted serve model or even full-service.
In most cases, yes. Insights are stronger when you combine numbers (quant) with context and emotions (qual). Research software that integrate both save time and reduce tool fragmentation.
Low engagement leads to:
Poor-quality responses
Survey fatigue
Higher market research costs
Conversational and mobile-first approaches can significantly improve response quality.
Research-on-research also shows that a conversational approach delivers deeper insights and more thoughtful responses.
AI is quickly becoming table stakes. From capturing deeper insights via AI probing to faster analysis of unstructured data, AI can provide a lot of value in your workflows — while still keeping human expertise a priority.
Pricing varies widely:
The real cost depends on how many tools you need to replace.
That said, beware of market research software companies that employ pay-per-use pricing or those tools that charge you for every complete. These research tools can stack up your price tag very fast.
What’s the biggest mistake buyers make when evaluating market research software?
Focusing only on survey functionality.
The best platforms today are built around engagement, insight generation, and speed—not just data collection.
If you're looking for platform to use to get deeper insights, request a demo of Rival to see our full capabilities.
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