What are User Research Tools?

User research tools, also known as UX research software, are leveraged by businesses to gather feedback from customers on the overall user experience. User research is conducted for product prototypes, website usability testing and functionality, mobile app functionality, and other customer and user experiences. During these user feedback sessions, businesses gather key insights into where their product is performing well, where there are gaps, and areas for improvement. UX research platforms can provide a few different research methods and feedback tools. Many solutions facilitate customer testing by providing access to a recruitment pool of candidates who are willing to test functionalities throughout the customer journey. Companies select the demographic criteria of the persons they would like to test their product. Test user candidates are selected by age, gender, geographic location, and other criteria. Once a test user candidate is chosen, companies select exactly what functions or features they want the user to test. This ranges from something as simple as how easy it is to check out an item on an online store to how a customer might feel about a new brand marketing campaign. During the research process, the respondent completes a screen-recorded session and provides real-time feedback to the business. User research software allows businesses to conduct these virtual focus groups and gather valuable user insights remotely. As an alternative to live sessions, many user research software solutions allow test users to complete the tasks on their own time and send the completed video recording on a deadline specified by the business sending out the test. Instead of live or pre-recorded feedback sessions, some user research tools allow businesses to intercept active website visitors or app users to capture in-the-moment feedback about the customer journey. These products more commonly offer features for respondents to submit text-based feedback and screenshots when they encounter bugs within a product or areas of frustration.

What are the Common Features of User Research Tools?

User research tools offer a variety of features to help businesses select research participants, collect qualitative and quantitative data, and collaborate on research with different stakeholders within the organization. Participant selection: UX research platforms offer varying methods for recruiting and selecting research participants. Some vendors have a proprietary database or recruitment pool of participants, while others provide features for intercepting users browsing a website or using a mobile application. Usability tests: One of the core features of user research software is the ability to provide live video user testing. This feature allows the business and customer to connect over a live video stream and show the business in real time how the test user navigates a website. During the live session, test users ask the business questions that may help uncover more valuable insights for the business. Video conferencing: User interviews are another core functionality for most user research tools. One-on-one video conferencing allows businesses to speak directly with participants and conduct more in-depth qualitative research. Surveys: Text-based surveys or quizzes can be used to collect both qualitative and quantitative data related to user experiences. With surveys, users may be asked to rate certain features or provide feedback in an open text field. Test plan: Businesses set a plan that they would like the test user to follow throughout the test. This is a set of tasks that a user must complete by the end of the test. This allows businesses to focus on the most relevant user feedback that they’re looking for. Self tests: Self tests are a good option for users that feel more comfortable completing the tests on their own time and not on video. With self-tests, businesses send over a link to the test with instructions and a deadline, and then users complete the test at their comfort. Mobile functionality: Testing mobile applications is equally as important as testing desktop functionality. For this reason, the user research software a company selects must support the types of mobile devices needed. Notes and collaboration tools: Notes and tagging are both important features in user research software that allow users to collaborate with other stakeholders on a team. Within a recorded video, users tag teammates at relevant specified times. If it is a development issue, product managers may tag a developer, or if it’s a marketing issue, product managers can tag a marketing team member. Other features of User Testing Software: In-App Capabilities, On-Site Capabilities, Photo Submission, Video Snippet Submission

What are the Benefits of User Research Tools?

User research platforms allow businesses to better understand how users experience the customer journey. This gives businesses a better context as to how they might improve website design, marketing and branding, and the overall product they’re offering. Unbiased perspective: Most employees at a company understand the basic functionality and usability of their website. Since they use it every day, most functions are second nature to them and they understand how to navigate the site to find what they want. For this reason, a business’s employees are often not the most objective test subjects for understanding how a site or product can be more functional. The best test user is an unfamiliar, unbiased person who navigates a website for the very first time and provides a fresh take on what needs to be improved. Save money: Live, in-person user testing costs businesses a great deal of money. User research solutions provide the same user feedback a company would garner from in-person testing but at a fraction of the cost since the tests are conducted virtually and are generally cheaper to carry out.

Page 7 | Best User Research Tools: User Reviews from October 2026

Kantar Marketplace

Kantar Marketplace is an automated market research platform designed for insights professionals, marketers and agencies who want to test, learn and move faster. The platform is built on a foundation of industry-leading expertise and proven methodologies, delivering results in hours, not days. It features a range of consumer insights tools including both survey and AI-based research solutions. Our best-in-class analytics dashboards give you control of your view, so you can interpret your results effortlessly. Compare results across tests or versus our norms. The platform is built to flex with your needs, so you can tap into the right amount of support for each project, choosing from self-serve, guided self-serve and expert service options. Available in 70+ markets worldwide.

Average Rating: 4.7/5.0

Total Reviews: 5

How Do G2 Users Rate Kantar Marketplace?

Ease of Use: 9.6/10 (Category avg: 9.1/10)
Sorting: 7.8/10 (Category avg: 8.5/10)
In-App: 8.9/10 (Category avg: 8.3/10)
On-Site: 7.8/10 (Category avg: 8.1/10)

Who Is the Company Behind Kantar Marketplace?

Seller: Kantar
Year Founded: 1992
HQ Location: London, GB
LinkedIn® Page: www.linkedin.com
24,789 employees on LinkedIn®

Who Uses This Product?

Company Size: 50% Medium, 33% Large

What Do G2 Reviewers Say About Kantar Marketplace?

AI-generated summary from verified user reviews

Pros

Users value the ease of use of Kantar Marketplace, appreciating its quick setup and navigation without technical skills.
Users praise the easy accessibility and navigation of Kantar Marketplace, enhancing their overall experience on the platform.
Users value the AI-driven analytics that enhance market insights, especially in understanding beverage trends.
Users value the AI-driven analytics in Kantar Marketplace for insightful market studies and trend analysis.
Users commend the excellent customer support of Kantar Marketplace, making it easy to resolve issues effectively.

Cons

Users find integration issues concerning, as Kantar Marketplace lacks connections with crucial external tools.
Users feel Kantar Marketplace has limited features, particularly lacking integration with other essential tools.
Users feel that Kantar Marketplace would benefit from a more flexible pricing plan to enhance accessibility and satisfaction.
Users find the limited integration with other tools to be a significant drawback of Kantar Marketplace.
Users find the missing features in Kantar Marketplace, particularly the lack of connectivity with other tools, frustrating.

What Are Recent G2 Reviews of Kantar Marketplace?

"Simple and reliable insights platform"

Rating: 5.0/5.0 stars

— Syed A.

Best User Research Tools - Page 7

How Many User Research Tools Products Does G2 Track?

Category Stats (Oct 2026)

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G2 Grid® for User Research Tools

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