Market research tools and calculators

Yes. All eight tools are free and need no registration. The calculations run in your browser and do not ask for any personal details. You can use them as often as you like, for example to compare several sample sizes or price scenarios before you brief a research supplier or present a plan to your management team.

The formulas are the standard textbook ones and are written out on each page. The results are only as good as the inputs, though, and most tools assume a simple random sample. Real surveys use quotas, weighting and online panels, which usually make the effective sample smaller than the nominal one, so treat sample sizes as minimums and margins of error as optimistic.

Yes. Quote the input values and the formula next to the result, so readers can see how it was derived; each tool page sets out the formula in a form you can copy. For definitions of terms such as confidence level or statistical significance, link to our glossary rather than redefining them in every document.

The calculators tell you how a study should be sized or how a result should be read; they do not replace the data. If you need the actual figures, such as a measured NPS, a price curve from your target group or a market estimate built from fieldwork, request a proposal and we will design the sample, collect the answers and analyse them.