Introduction

When choosing survey software for marketing research, the options are vast and diverse. Capterra shows a whopping 769 entries for “survey software.” It’s clear that the market is flooded with options. These aren’t all tailored for professional marketing research needs and practitioners, but they are still viable for many individuals and firms.

So, why do we need so many choices? Is this abundance a sign of commoditization, and what does it mean for businesses and researchers?

The Need for Variety: Why So Many Options?

Survey software for marketing research caters to a wide range of needs, from simple forms and polls to complex, data-driven market research studies. Different industries, research goals, and respondent types sometimes require distinct features and capabilities.

For instance, a small business owner might need a straightforward tool to gather customer feedback, while a marketing research firm requires advanced logic, custom scripting, and integration capabilities. The variety ensures that there’s something for everyone, but it also means navigating the options can be daunting.

Commoditization or Specialization?

The sheer number of survey software options might suggest that the market is commoditized. It seems as if every business software maker has added survey options to its products! This is especially true with HR, marketing, and CRM platforms.

However, while there are many basic tools, the specialized features that distinguish advanced platforms show that there’s more to the story. The presence of so many options reflects not just a crowded market but also the varied and evolving needs of users.

From mobile optimization to data security and custom reporting, the differences between platforms can be significant. For marketing research survey software, specialization in features like advanced analytics, custom reporting, and integration capabilities is critical.

The Pros and Cons of Abundant Choices

Pros:

• Customization: With so many options, users can find software that fits their exact needs.
• Innovation: Competition drives innovation, leading to new features and improvements.
• Accessibility: A wide range of price points makes survey software accessible to everyone from small businesses to large enterprises.

Cons:

• Complexity: Too many choices can be overwhelming, making it hard to identify the best tool. Many opt for something easy to get into but insufficient for professional marketing research.
• Inconsistent Quality: Not all software is created equal; some options may lack the robustness needed for professional research.
• Time Consuming: Evaluating multiple platforms to find the right one can be time consuming. You’ve got a job to do. Evaluating a myriad of survey system options probably isn’t on your list. That’s a huge opportunity cost.

Beyond the Software: The Importance of Expertise

While the right survey software is essential, the expertise of the researcher and survey designer plays the most important role. No matter how advanced the software, it’s the quality of the survey design, the understanding of the target audience, and the interpretation of the results that ultimately determine the success of the research.

At OvationMR, we use Decipher from Forsta, a leading marketing research survey software platform and have built many customizations to serve our clients. This is simply not possible with marketing research survey platforms.

Here are three main reasons why this is beneficial:

• Tailored Solutions: We’ve built customizations that allow us to meet specific client needs, ensuring that our surveys are not just “off the shelf” products, but rather tailored tools that drive actionable insights.
• Scalability: Our survey system can handle both simple and complex surveys, allowing us to scale our solutions depending on the project requirements, from small scale studies to large international tracking surveys, conjoint research, and more.
• Data Integrity: The platform’s robust architecture ensures the integrity of the data we collect, providing our clients with the confidence that their insights are reliable and valid. We have strict data privacy and security policies that align with industry codes and government mandates. You’d be surprised how many “survey software” products are leaky, exposing you to risk.

D-I-Why? Consider Professional Survey Management

While DIY marketing research survey tools can be appealing for their simplicity and cost-effectiveness, there’s a strong case for having your surveys programmed, hosted, and managed by a professional marketing research provider like OvationMR.

Professional providers bring expertise in survey design, advanced analytics, and data interpretation, ensuring that your research delivers the insights you need. This level of expertise is hard to replicate with DIY approaches, where the nuances of question wording, sampling, and data analysis can significantly impact the results.

Additionally, for corporate professionals who aren’t research specialists, the opportunity cost of handling surveys themselves is huge. Diverting time from core business priorities to manage survey design and data analysis often leads to lost focus and reduced effectiveness.

Partnering with a professional firm like OvationMR allows them to stay focused on their business while experts handle the research, ensuring high-quality data and more informed decisions, all while saving valuable time.

Additional Considerations

• Cost to Operate: the list price is one thing. Paying an employee to use it and possibly involving IT resources is quite another. Look at the overall cost involved.
• Integration Capabilities: How well does the survey software for marketing research integrate with other tools, such as CRM systems or data analysis platforms?
• Support and Training: Does the software provider offer robust customer support and training to help you get the most out of the platform?
• Future-Proofing: Consider how the software will evolve. Will it continue to meet your needs as your business grows?