The 328 million terabytes of data we create each day can be very telling about your target audience's preferences and buying habits. This same data can also be inaccurate and low quality, depending on the source. That's why the market research tools you choose matter - you need to be able to get the most up-to-date insights and trust what the data is telling you.

While traditional manual methods of market research still have a time and place in the digital world, marketers are supplementing them with market research platforms and software that do most of the heavy lifting.