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Updated by William Wallace on May 31, 2015
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Best Marketing Research Tools for Small Business

Market-research tools are invaluable to business owners and their employees, whether they operate a local store or a large corporation. These tools give businesses the ability to monitor customers' reactions to their products & measure the impact of their marketing decisions. Here are some of the best tools used for marketing resaerch by Impetus Research, one of the leading market research firm based in India.


Surveys are a commonly used market-research tool used to collect information, ideas and opinions from consumers. They can be distributed in person, by mail or online.

Focus Groups

Companies use focus groups to help determine the most effective marketing messages to send to potential customers, select flavors for products, develop pricing, select packaging and even to assist with naming products and services.

Qualitative Market Research

Qualitative research engages the target audience in an open-ended, exploratory discussion using tools like focus groups or in-depth interviews. Qualitative research explores the “what, why and how” questions and provides directional data about the target audience.

Quantitative Market Research

Quantitative research answers the “how many” questions and provides results that can be projected onto the broader population with statistical confidence. It is used for a range of research objectives, including market sizing, product development, messaging testing and others.