How do you choose the best market research analysis software? What is the difference between Displayr, SPSS Statistics, Q Research Software, MarketSight, Survey Reporter, WinCross, SAS, and R? What type of researcher is each designed for?
Most market research analysis software claims to be easy-to-use. But ease of use is a relative term. What is easy for a statistician is not necessarily easy for a market research consultant.
Who is a typical user?
Q Research Software, MarketSight, and Survey reporter tend to be used primarily by market research consultants and the internal research departments of large companies. WinCross requires more programming knowledge so it is primarily used by market research consultants (with specialist DP setting up the tables). SPSS Statistics requires a deeper understanding of statistics and syntax as it has less automation, it is used by market research consultants, internal research departments, statisticians and ‘advanced quant’ teams. R is powerful yet very hard to use outside of tools like Q Research Software or Displayr (which automate many R functions), so it is mainly used by statisticians and ‘advanced quant’ teams who understand the R language.
What are the key features of each tool?
Displayr is a cloud-based software for the analysis and reporting of survey and non-survey data. It has the same computational engine as Q, with similar functionality for normalizing, tabulating, and doing advanced analysis. Displayr is also built for reporting as you can create dashboards, present and share insights directly from the platform. You can also use Displayr to store data and other files, perform ‘on the fly’ bespoke calculations (e.g., ratios, sum, etc.), and work collaboratively with your team in real-time.
Q Research Software
Q is a Windows application (desktop) built specifically for the analysis of survey data. It automatically formats and structures your survey data (normalize), makes it easy to create and analyze crosstabs (tabulate) quickly, and enables almost anyone to do advanced analysis. It also seamlessly integrates with PowerPoint for exporting editable charts and tables.
MarketSight is relatively easy to learn and easy to use for basic analysis. It is a good tool for creating a large number of crosstabs. Doing advanced analysis requires the user to have a greater level of sophistication than with Displayr.
Survey Reporter is integrated with SPSS data collection products. It is good for creating lots of crosstabs.
WinCross is an efficient tool for creating crosstabs. It does require the user to have ‘programming’ knowledge, so is not very easy for anyone to use.
SPSS Statistics has many advanced features. However, it is difficult to learn and generally less efficient than the other market research analysis software listed. It requires the user to know how to write in syntax to automate many procedures.
R has more features than any of the other tools. It is automatable (Q Research Software and Displayr automate analyses in R) and customizable. It is not good for creating crosstabs and almost everything has to be done with ‘programming’.