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4 Best Customer Insights Tools and Software


19 March, 2024

Tope Longe
Tope Longe

Growth Manager

Customer Insight Tools Software

Modern consumers leave a trail of information as they navigate online spaces, providing a host of valuable insights for those that know how to use it.

This digital breadcrumb trail is invaluable to marketers, product teams, customer service teams… pretty much anyone that needs insights into consumer behavior.

But it’s not enough just to have the raw data. That's why businesses need to use consumer insight tools and software that make the process easier. And in this UXCam guide, we’ll be introducing you to four of the best.

Let’s get started.

4 Best customer insight tools and software

Here’s a quick rundown of the tools we’ll be covering:

  1. UXCam: Best for Mobile User Insights.

  2. Hotjar: Best for Web Visitor Insights.

  3. Google Analytics: Best for Free Website Analytics.

  4. Attest: Best for Targeted Consumer Research.

Now, let’s dive into the details.


Best for mobile user insights

UXCam is an all-in-one analytics solution that helps mobile product teams uncover the oh-so-important whys behind user behavior.

Customer Insights tool - UXCam

UXCam uses a comprehensive mix of qualitative and quantitative data to give you a holistic understanding of the user experience based on real-time (and historic) user behavior. 

Dashboards, event logs, user journey maps, and funnels give you a birds-eye view of the customer journey and what they’re doing at each step. Session replays, frustration signals, and segmentation allow you to drill down into the data for powerful insights.

The result? A 360-degree understanding of the consumer.

Key features

  • Dashboards: Create dashboards that yield at-a-glance consumer insights using a modular, drag-and-drop builder.

Product analytics dashboard in UXCam
  • Event Analytics: Track app usage, feature adoption, drop-offs, frustration signals, and more instantly thanks to tagless autocapture capabilities.

uxcam features event analytics
  • User Journey Mapping: See visual representations of different user journeys to understand key app flows.

User Journey Analytics in UXCam
  • Session Replay: View slo-mo replays of real user sessions to empathize with the user experience.

Sessions replay UXCam
  • Heatmaps: View generalized representations of user taps, scrolls, and attention to uncover trends and speed up UX testing processes.

How to use data to challenge the hippo  - heatmaps
  • Segmentation: Define customer segments based on characteristics or behavior to yield deeper insights into consumer behavior.

Customer experience segments


UXCam’s free plan supports unlimited team members, 3,000 tracked sessions per month, and limited access to several advanced features—dashboards, session replay, and more.

UXCam Plans and Pricing

We also offer two paid plans—Growth (custom) and Enterprise (custom). Growth gives you access to all of our analytics features, while Enterprise has unlimited access to all features plus SSO and bulk CSV data exports.

Want to try before you buy? Get started with a free trial or schedule a demo.

Responding to UXCam reviews


Best for web visitor insights

Hotjar is a product insights tool that (like UXCam) helps you understand why your users are behaving the way they are.

Customer Insights Software - Hotjar

The tool combines session replays, heatmaps, and funnels with qualitative user research like 1-on-1 interviews, surveys, and feedback to give you a well-rounded understanding of your website visitors.

Key features

  • Session Replays: View an enriched replay of any session complete with mouse tracking, event logs, and frustration signals.

  • Feedback & Surveys: Create and deliver feedback prompts and surveys to generate invaluable qualitative data.

  • Trends: Visualize your data with an integrated analytics tool to uncover patterns.


Have less than 500 daily website visitors? You can take advantage of Hotjar’s free plan, which gives you access to automatic data capture and heatmaps.

Business (€80+/month) and Scale (€171+/month) let you customize the number of sessions you want to track per day. While Business offers access to most core features, you may want to upgrade to Scale for access to funnels, trends, and the Hotjar API.

Google Analytics

Best for free website & app analytics

Google Analytics (GA for short) is an extremely popular analytics tool that gives business insights into consumer behavior on websites and apps.

Customer insights tools - Google Analytics 4

GA is great for generating massive quantities of data and it’s free. It’ll track clicks, navigation paths, time on site, page views, and more. Additionally, you can use customizations to segment users into different groups or create goals to measure the success of campaigns.

A word of warning, though—it takes quite a bit of effort to yield deep insights from the data you generate with GA.

Key features

  • Simple Setup: Track website visitors with a single code snippet and app users with a lightweight SDK.

  • Powerful Reports: Utilize numerous built-in reports to gain insights into user behavior, search traffic, and more.

  • Customization: Create custom reports, goals, segments, and funnels to track key customer interactions.


Google Analytics is free for the vast majority of businesses.

The paid version—Google Analytics 360 ($50,000+/year)—starts with tracking for 25 million monthly events with the pricing rising even more beyond this mark.


Best for targeted consumer research

Attest is a tool designed to make targeted consumer research accessible to anyone—not just massive corporations.

Customer Insight tools - Attest

The tool gives you access to 125 million survey respondents along with powerful filtering and quota tools that help you replicate the demographic and psychographic makeup of your target market.

Dashboards, statistical significance calculators, and a flexible survey builder are also included.

Key features

  • Audience Pool: Access a 125-million-strong pool of survey respondents.

  • Simple Controls: Build a study that matches your target market using demographic, psychographic, and geographic filters.

  • Flexible Surveys: Create multi-question surveys with flexible answer formats, logic jumps, and more.


Attest has a free plan that allows you to launch a free survey and field 100 responses.

Professional starts at $25,000 for basic features, while Premium costs $44,000 for advanced features like multi-region research. There’s also an Enterprise plan for high-volume research.

How to choose the right consumer insights tools

Customer insights tools can be anything that helps you gain insights into:

  • What customers are doing (i.e., behavior)

  • Why customers are doing what they’re doing (i.e., motivations)

  • What customers are saying and thinking (i.e., sentiment)

  • What customers are looking for (i.e., preferences)

If that sounds like a pretty broad scope… it is. Answering these questions takes an arsenal of tools that range from simple survey and poll creation tools to advanced product analytics and UX research tools like UXCam, which can help you build apps around your users.

Factors to consider when choosing a consumer insights tool

  1. Define Your Needs: Understand what you want from a customer insights tool. It could be tracking customer behavior, satisfaction, or predicting trends.

  2. Budget: Decide how much you're ready to spend. There are free and premium tools available.

  3. Features: Check what each tool offers and ensure it aligns with your goals.

  4. Usability: Choose a tool that's user-friendly and doesn't require extensive learning.

  5. Integration: The tool should work well with your existing systems to avoid extra data management work.

  6. Try Before Buying: Use free trials to test if a tool fits your needs before purchasing.

In essence, the right tool should meet your needs, be within your budget, and be easy to use.


There are tons of ways to gain valuable consumer insights—from tracking users to asking them directly. The tools on this list will help you generate these insights faster and action your findings more effectively.

At UXCam, we arm mobile product teams with all the tools they need to empathize with users and build experiences that delight them. From session replays to issue analytics, there are tons of lenses to view the user experience.

Get started with a 14-day free trial and see for yourself.

You may also be interested in;

8 Innovative ideas to improve customer experience

Customer experience dashboard examples

7 Ways to improve end-to-end customer experience

12 Best customer analytics tools and software

5 Best customer segmentation tools to uncover UX patterns


Tope Longe
Tope Longe

Growth Manager

Ardent technophile exploring the world of mobile app product management at UXCam.

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