Updated: October 6 2025
It always starts with an idea. Maybe it came from a customer comment. A gut feeling. A flash of inspiration in a product meeting. Whatever sparked it, now comes the hard part: figuring out if your idea is actually worth launching.
In 2025, you can’t afford to guess. Timelines are tighter, competition is fiercer, and consumers are changing faster than ever. That’s where research platforms come in.
In this guide, we’ll break down the top 7 market research tools designed to support every stage of your product development cycle.
Features to Look for When Selecting a Market Research Tool for Launching a New Product
1. Predictive Modeling Capabilities
Predictive modeling uses choice-based data to simulate real-world outcomes, like market share, source of volume, or cannibalization risk. This helps you understand not only what people like, but what they’ll actually buy, and how your new product might perform in-market.
2. Behavioral Science-Backed Methodologies
Consumers don’t make decisions in a vacuum. Tools that leverage behavioral science are better at mimicking real purchase behavior. These methods reveal deeper insights into what consumers prioritize and what drives actual decision-making.
3. Speed and Automation
Look for platforms that automate fieldwork, analysis, and reporting. Built-in quality controls, AI-powered summaries, and real-time dashboards help you get to insight faster, so you can iterate quickly and launch smarter.
4. User-Friendly Design and Flexibility
Tools with intuitive interfaces, flexible question types, and easy-to-read outputs ensure insights are accessible across your organization. Bonus points for platforms that let you plug in your own panel or integrate with your broader tech stack.
The Top 8 Market Research Tools to Launch a New Product in 2025
1. Upsiide (by Dig Insights)
Best for: Innovation research for new product development
What it is: Upsiide is Dig Insights’ proprietary platform for testing innovations. It simulates real-world decision-making using behavioral science and AI, helping brands understand which new product ideas and benefits will drive actual consumer preference.
What makes it different: Upsiide predicts real-world outcomes. Its patented Idea Score models share of choice and potential cannibalization, helping teams prioritize product ideas with confidence. The mobile-first, swipe-based interface keeps engagement high and data quality sharp.
Key use cases: Screening product ideas, testing new claims, optimizing concepts, exploring pack and ad messaging, AI-enhanced innovation funnels
Why it works: Upsiide’s trade-off exercises and visual dashboards mirror competitive choice environments, making it ideal for agile, iterative product development and high-confidence decision-making.
2. Zappi
Best for: Automated validation of early-stage product messaging
Zappi enables teams to test product claims and benefits quickly, using automated research templates and benchmarking. It’s a strong fit for new product development pipelines where consistent, scalable feedback is needed to refine ideas at pace.
3. quantilope
Best for: Deep feature and pricing optimization for new products
quantilope offers advanced methods like Conjoint and MaxDiff to help product teams identify the right feature sets, price points, and configurations for innovation success. Its automation accelerates research while maintaining rigor.
4. Suzy
Best for: Quick consumer validation of early-stage product ideas
Suzy connects teams with real consumers for instant feedback, enabling fast iteration in the early phases of product development. Ideal for screening multiple ideas or understanding audience preferences before concept finalization.
5. Qualtrics
Best for: End-to-end product development studies at scale
Qualtrics supports the full innovation lifecycle—from idea testing to concept validation to post-launch tracking—making it a robust choice for enterprise product development teams looking for custom solutions.
6. SightX
Best for: Fast, flexible DIY research on new product ideas
SightX helps lean innovation teams test product ideas, claims, or prototypes with AI-powered analytics and automated survey tools. Its intuitive platform speeds up early-stage research while maintaining analytical depth.
7. NielsenIQ BASE
Best for: Forecasting new product sales potential
BASE specializes in volumetric forecasting and source of volume modeling, offering critical insights on how a new product will perform in market—and where its volume will come from. Often used before go-to-market decisions.
Why Dig Insights Stands Out
Dig Insights has redefined how innovation teams validate and launch new products. Upsiide, our proprietary innovation research platform, empowers teams to run large-scale concept testing studies without per-idea pricing.
The platform’s built-in Market Simulator translates idea appeal into market outcomes, helping you quantify incremental growth opportunities. And when you’re ready for your next wave of innovation, Upsiide’s AI Idea Generator surfaces new directions rooted in what consumers actually want.
Dig’s team has supported thousands of successful launches, developing industry-specific templates and analytics that streamline everything from claims testing to full go-to-market readiness.
“Instead of wasting another 6 months of productivity, which would have cost us a million dollars, we saved 6 months of back and forth.
And stakeholders saw $$$ in their eyeballs. You’re only as good as the decisions that get made. As an insights person, I was able to add so much value to the business and insert myself into the most important strategic innovation decisions.”
Billy Fletcher, Global Director of Human Insights, Coca-Cola Company
Have a new product idea in the works? Drop us a line!