Forsta Vs Insights Pro Picking the Best Market Research Tool for Your Business

Both Forsta and Insights Pro are industry leading market research tools, and hence end up being compared by businesses in market research conversations. Both these tools offer a suite of exciting features that are solely developed to offer a comprehensive market research solution. Comparing these tools is quite challenging as both these tools offer a slightly different set of use cases. Where Forsta is more of a one stop solution for aggregating customer data, analysing it, and distributing the insights to relevant stakeholders to drive meaningful action, Insights Pro is a state of the art AI-based market research tool that specialises in emotionally conscious market research.

Although both these tools are best at what they do, we identified several areas where their use cases intersect and we believe that those points would be a great place to start when comparing these tools. The grounds for comparison are pricing, utility, accessibility and user interface, learning curve, and onboarding experience.

Note that the goal of this article is not to prove the superiority of one tool over the other, but to offer you all the information you need to make the right choice for your business. With that in mind, let’s start.

But before we get into the meat of the article, let’s get acquainted with both these tools.

About Forsta and Insights Pro

Forsta is a simple and connected platform for data aggregation, data analytics, and market research. It specialises in Human experiences and strives to deliver the most customer centric insights. The tool helps you organise, sort, and analyse all business related data in one place. It offers a range of tools for conducting market research, including survey design, audience targeting, and real-time reporting.

Forsta’s primary offerings include market research, human intelligence, data aggregation, data analytics, sample and panel management.

Insights Pro is an advanced market research tool that uses emotion AI to enhance the quality of user insights and drive better decisions for businesses. Users can create custom surveys and tests, invite contributors for testing, and access intelligent insights from the central dashboard. One of the standout features of this tool is its ability to analyse both pre-recorded sessions and live interactions.

Insights Pro’s core offerings include creative testing, UI/UX testing, user journey testing, 1-on-1 direct interviews, and live online focus groups.

Forsta vs insights Pro: Which One is Right for You?

There is no ‘Right’ answer to this. The one you should pick is the one that has all the features you need and aligns with your long term and short term goals. The value here is the information we’re about to share about both these tools across common areas of utility.

Offerings

Forsta’s primary offerings are-

1. Fortsa HX– A specialised platform to measure and improve customer experience across various levels of customer journey. It offers tools for accumulating user feedback at various touchpoints, analysing customer sentiment and satisfaction, and identifying areas for improvement.
2. Product Experience– Forsta ideally measures the gap in existing markets and lets you put your product to test by putting it out there in front of the right audience, and test price points.
3. Market Research- Fostra lets you map existing markets using surveys, focus groups, interviews, and deep dive desk research. It also has a proprietary data analytics algorithm that helps in extracting crucial insights from data. 
4. Customer Journey Mapping- Forsta lets you analyse customer journeys and identify magic moments or pain points so that you don’t end up treating your customers like a stranger.

The key utilities offered by Insights Pro are as follows- 

1. User Feedback Collection– Insights Pro also allows businesses to collect user feedback, the only difference is that it does not have a native contributor base and you have the flexibility to pick your own contributors. You can even invite your own customers from the CRM as Insights Pro seamlessly integrates with CRM softwares.
2. Cross-Functional Integration- Insights Pro acts as a unified platform for all research-related activities, centralising data collecting, analysis, and reporting through the dedicated dashboard, making it a perfect place for different teams to collaborate with each other.
3. UI/UX Testing- With features like custom surveys and one-on-one interviews, Insights Pro is the perfect place to test new or existing UI/UX elements. With emotion AI, businesses can instantly identify areas that cause negative emotions and change them to make the overall experience pleasant for users.
4. Creative Testing- Creative testing is one of the core utilities of Insights Pro as it allows users to test creatives in real time and identify areas that resonate well with the audience along with those that don’t. This helps businesses in building high-converting creatives that are optimised for maximum CTR.
5. Prototype and Usability Testing- Insights Pro has all the tools and widgets required to test prototypes and verify usability of newly developed digital products.
6. Emotion AI Integration- With Insights Pro, businesses can integrate emotional insights into their decision making and make changes based on what the consumer actually feels and how they react to different UI/UX elements.

Accessibility and UI

When we talk about the accessibility of a tool, we think about the ease with which one can perform a preferred task and generate the expected output while also looking at the barriers.

Fostra can connect with all major business intelligence tools out there including tools for CRMs, data analytics, customer data and engagement, and feedback. So if you already have a suite of BI tools that you wish to integrate with the new market research tool, you’ll have no problem working with Forsta. The UI is intuitive and gets you through most of the steps without having someone to guide you. Although you might find the UI a bit tricky when working with Forsta HX since it assumes a certain level of expertise in the field of market research. Although there’s nothing you can’t figure out with the product and onboarding teams.

Insights Pro, being a new age tool, has really put in the work when developing their UI and you will realise this as soon as you open the dashboard. Moreover, it also boasts a plethora of integrations that will make your life a lot easier when dealing with your business tech suite. It also has one of the best onboarding flows of all market research tools we know. It provides a dedicated team to every new user to resolve any issues they face during the first few days of use. 

Learning Curve

Both these tools come with a good UI, and promising customer support that makes the learning curve very smooth even for someone who has never used such tools before. However since this is a comparison, Insights Pro’s UI seems more intuitive and is breezier than Fostra.

Not to mention the customer support team at Insights Pro, that does a much better job in terms of helping our new users and guiding them through the tool.

Offerings

The core offerings of Fosta include-

• Video Surveys- Custom survey builder 
• User experience and customer journey testing
• Market Research
• Employee experience

Insights Pro offers all the same use cases and then some more-

• Creative testing using facial coding

• UI/UX testing

• User journey testing

• Creative testing

• Surveys

• 1-on-1 direct interviews 

• Live online focus groups

Price

We couldn’t get an exact quote on how much Fostra’s premium subscription cost but according to what some of the customers told us, it is well above the industry average. A customer was quoted saying “not very competitive’ when asked about the pricing.

Insights Pro offers custom plans based on your needs. Moreover, there are separate tools for qualitative and quantitative research, so you can save a ton of money by only paying for what you’re actually going to use. This is one of the best features of Insights Pro and it is the only tool in the market that currently offers this. You can request pricing here. 

Conclusion

While choosing between Forsta and Insights Pro, bear in mind that the best tools is the one that aligns with your goals and requirements. Not the one that looks like the better deal on paper or based on what’s being advertised. 

If your goal is to localise all your market research efforts and get the most out of your data, Forsta is the right tool for you. However, the only problem with the tool is that it hasn’t yet realised the true potential of AI in the field of market research. While Insights Pro, being a newer tool, is built atop state-of-the-art emotion AI technology that allows businesses to differentiate between genuine and non-genuine responses.