More of your market research, now in Maze

Today, researchers are moving between customer, product, market, and business questions that no longer fit neatly within one label. The research brief is getting bigger, while the resources behind it haven’t kept up.

It’s a tension we call the research squeeze. Our State of Market Research Report found that researchers have taken on an average of 4.5 new responsibilities in the past two years, with 61% now responsible for market research. Meanwhile, 78% face greater expectations for speed, but only 30% have seen their budgets grow.

As their surface area gets broader, researchers need tools that can keep up with it. Whatever your title, you should be able to answer the question in front of you without adding another tool or workflow to the mix.

And now, you can make more confident decisions by consolidating your research in Maze.

Market research comes into play when there are decisions to make. Which idea should we back? Which campaign plan has the most potential? Is our message landing the way we intended? With Maze, you can compare the options at scale, then dig into the reasons behind people’s responses.

A promising idea can look very different once it meets the market. Concept testing helps you understand which ideas have the strongest potential before you invest more time and budget in bringing them to life. Use Maze to put different product or campaign concepts in front of your target audience and compare how they perform. Measure things like appeal and clarity, then use qualitative follow-ups to understand what’s shaping those responses. You come away knowing more than which concept performed best—you understand what people saw in it and what you might want to improve before moving forward.

The creative looks great in the review. But will your audience see what you see? Test images, video ads, and other campaign ideas with the people they’re intended for before you put the budget behind them. Maze helps you measure reactions across your audience and explore the thinking behind them. That could mean understanding whether the intended message came through, what people remembered, or why one creative direction connected more strongly than another.

A few words can change how an entire idea lands. Compare positioning, value propositions, claims, headlines, or other messaging with your target audience to see which resonates most strongly. Then go beyond preference to understand how people interpret what you’re saying and the language they naturally use to describe it. Those insights can help you sharpen the message before it reaches a landing page, campaign, sales deck, or product experience.

We've added new market research capabilities to help you test what’s in front of you, prioritize the strongest options, and understand why people respond the way they do—all from the same participants in the same study:

Bring images and videos directly into AI-moderated research. Participants view the image or watch the video in full, then an AI conversation asks what they noticed and follows up on their reaction, on desktop or mobile.

Prioritize the options in front of you. Use ranking when you want participants to put up to 10 options in order of preference, or MaxDiff to understand what matters most across a longer list of claims, benefits, messages, or other options.

Get a head start on concept, packaging, ad creative, and message testing. Add your brief and AI recommends a study structure and builds it for you, so you don’t have to start every study from a blank page.

And when a score or preference only tells you part of the story, AI moderation can help you understand what’s behind it. Combine quantitative data from surveys with adaptive AI follow-ups or use Maze’s AI moderator for voice-to-voice in-depth interviews (IDIs) that adapt to each participant’s responses and your research objectives.

As researchers move between product research, customer insights, and market research, their tools—and what they learn—should move with them.

Bringing market research into Maze means more of that work can happen in one place, while each study adds to what your team already knows. Maze’s system of learning makes those findings easier to build on, and Maze MCP brings them into the AI tools where teams are already working.

One unified platform for more of your research, with every study giving the next one a stronger starting point.