With so many options out there, how do you decide the best user research tools to use? It comes down to the information that you need to know about your ideal customer.
In this article, we've put together a list of the top five user research tools, all offering unique ways to uncover customer insights. By the end, you'll be able to make a solid decision on the right tools to give the information you need to improve your website or digital application.
An intuitive interface that has useful information at the get-go is the trademark of the following five tools. When you’re looking to get information, you don’t want to have to hunt around for a feature or have to spend hours agonizing over a tutorial.
Some characteristics of these tools are that they’re intuitive and easy to use. They also have a free trial, which is the best way to get in a drive and see if you like where you’re going. Of course, each use research tool is uniquely powerful, capable of helping you uncover amazing information related to your prospects and customers.
If you conduct user interviews over a video conferencing software like Zoom, having a record of the conversation can come in handy. Put simply, recording and transcribing the interview enables you to review and share insights from the discussion with your team.
That's where Grain comes in. Grain allows you to record, transcribe, create highlight reels, and share from an easy-to-use interface.
You can capture the key insights and moments during the call in real-time using the Desktop app or get back to your recording once the meeting's over and then create highlights to share with your team. Every meeting—along with its notes will be uploaded to your workspace automatically.
Bottomline: Grain is a must for UX researchers and product managers talking to users over Zoom. It saves tons of time and empowers you to capture and share the insights with anyone you desire in a minute.
Talkwalker is a social listening tool that tracks the impact of your brand across all social media platforms. You can gain sentiment analysis and compare how your brand compares to top brands from around the world.
You can set custom KPIs to track and monitor the conversation that competitors are having in real-time. You can build campaigns and analyze visuals and text and uncover opportunities to collaborate with influencers.
Bottomline: Great for understanding how others are interacting with your brand and the associated trends you can use to create content around your message.
SparkToro is an audience intelligence tool that helps you find out where your audience is spending time online, what they’re reading, and who they’re following.
Getting accurate information from a survey can be a challenge due to selection bias. What if you could learn your audience preferences without having to ask them to fill out a survey or guess based on incomplete data? Now you can.
SparkToro crawls billions of websites and social accounts and aggregates user behaviors into a user-friendly database. Want to find out what podcasts are most popular with architects? Need intel on a competitors’ website visitors?
You can easily find out about the online behavior of any audience that you can describe. It can help you direct your marketing efforts to the places that will have the most significant impact.
Bottomline: Makes audience intelligence a breeze without having to cyber-stalk your customers. Learn preferences based on actual user data across the web.
Part of understanding your user is learning how they interact with your website. Using web analytics can make it difficult to tell the true story of what a visitor likes or dislikes on individual pages.
Hotjar is a website behavior tool that shows you how visitors interact with your website. The heatmaps capture user behavior visually by showing what grabs attention and where the attention drops on each page.
Recordings show a video playback of how users navigate your website, showing clicks, mouse movements, page clicks, and more. You can spot problems with the flow where users are getting stuck or not taking the desired action. Like your watching over the shoulder, recordings tell the story behind your web analytics.
You can also get direct input from visitors through surveys and contextual feedback linked to on-page elements. Customers can tell you precisely what they like or don’t like about a menu item, color, form, or why they didn’t take a specific action—you name it.
Bottomline: Powerful tool that helps improve website UX. By looking at visual data from actual users, you’ll be able to fix problem areas and transfer what is working to other pages.
You can get common information that you’d expect from an SEO tool like keyword difficulty, domain authority, backlinks, top traffic, and other metrics. The difference is that it’s in line with your search query.
One huge advantage is that there is no limit to how many search queries that you can perform. For those that are frequently exploring keyword and content ideas, this is a huge win. Some of the other tools have a limit to the number of reports that you can generate.
Bottomline: More affordable than other full-blown SEO tools and allows you to work directly in the browser. If you’re looking for minimal complexity and want to focus on competitor analysis, this may be a good choice.
Before you get started with any new tool, figure out what you want to learn about your customer and your product, and then how you want to measure that data. Each tool offers unique ways to show behavior, but you can quickly start drowning in data without a clear idea of what you want to know.
Testing is the best way to know which tool, or tools, are right for you. The great thing is that all tools mentioned offer free trials—so dive in with these five to learn more about your ideal customers.
Try out our ready-made and tested Zapier templates using Grain. Click the “Use this Zap” to get started.