# Ideally Reviews 2026. Verified Reviews, Pros & Cons | Capterra

> Is Ideally the right Market Research solution for you? Explore 29 verified user reviews from people in industries like yours to make a confident choice.

Source: https://www.capterra.com/p/10015098/Ideally/reviews

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Ideally

4.9 (29)

Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/)

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Last updated February 1st, 2026

# Reviews of Ideally

Ease of use

4.9

Customer Service

5.0

## Pros and Cons in Reviews

Bv

Brad v

National Marketing ManagerFood & Beverages, 201 - 500 employeesUsed the software for: Less than 6 months.

“Its speed and ease of use have allowed us to quickly test and validate new product ideas, marketing messages, and brand positioning with our target audience, eliminating the guesswork that can hold us up.“

September 22, 2025

DF

Debbie F

Category ManagerRetail, 11 - 50 employeesUsed the software for: Less than 6 months.

“Ideally has become a trusted partner for rapid, evidence-based decision-making“

December 16, 2025

RP

Rosa P

Brand ManagerFood Production, 1,001 - 5,000 employeesUsed the software for: Less than 6 months.

“Ideally has made it much easier to understand difficult consumer questions.“

October 9, 2025

LC

Lucia C

Innovation LeadConsumer Goods, 5,001 - 10,000 employeesUsed the software for: 6-12 months.

“It’s a platform that truly empowers innovation- fast, insightful, and easy to navigate.“

October 15, 2025

## Showing most helpful reviews

Showing 1-25 of 29 Reviews

Sort by:

Most Helpful

Rating

Company Size

Reviewer's Role

Length of Use

Frequency of Use

Tom B.  
Senior Brand and Communications Manager  
Hospitality  
Used the software for: Less than 6 months

### "The best insights platform I've come across. "

September 17, 2025

5.0

Surprising in the best way. From the on going support, user experience of the platform and presentation of data. Most importantly, it means our team can access reports and harvest insights on their own without the need to go looking through static files and archives.

Pros

Ideally have taken the headache out of research. The ability to both self serve and also request assistance from the team to help frame each research project is incredibly valuable.

Cons

It isn't super easy to share drafts or research proposals with stakeholders for review/approval. An approval workflow would be helpful.

Review Source

AG

Anita G.  
Head of Insights  
Consumer Goods  
Used the software for: 1-2 years

### "Simple, fast and cost effective"

April 4, 2025

5.0

Very easy and fast to get set up. It's quite intuitive to use. Has been great for early idea or comms testing, or those ad hoc questions that come up that just need a quick answer and don't really warrant a full-blown research project.

Pros

\- Simple and user friendly - Cost efficient - Very fast to set up and to get results back - Really flexible, you can ask anything - Ability to benchmark and compare vs previous test results

Cons

\- Nothing really, it is very simple so doesn't have the functionality of some other self service research tools, but its beauty is in its simplicity, speed and cost efficiency. It absolutely has its place.

Alternatives considered

[Kantar Marketplace](https://www.capterra.com/p/218641/Kantar-Marketplace/)

Reason for choosing Ideally

Simpler, more user friendly, faster, more cost efficient

Review Source

GE

Guilherme E.  
Marketing Coordinator  
Health, Wellness and Fitness  
Used the software for: Less than 6 months

### "User-friendly platform with strong support"

March 22, 2026

5.0

Easy to set up, simple to use, and backed by a helpful team that made the survey process very smooth

Pros

Ideally was easy to set up and simple to use as a survey platform for testing brand approaches with the public. \[sensitive content hidden\] provided helpful support throughout, making sure the survey was structured well and the questions were phrased to generate the most useful insights. Their guidance made it easier to get the most value from the platform and the results we wanted to capture.

Cons

The AI report could be improved, but the team is always available to support you with any questions about the results.

Review Source

CL

Chase L.  
Strategist  
Marketing and Advertising  
Used the software for: Less than 6 months

### "Quick quant & qual with speedy analysis powered by the easiest to use AI dashboards"

July 29, 2024

4.0

I've enjoyed using Ideally a lot! It takes a bit of getting used to understanding their pre-built survey frameworks, which can seem a bit similar and rigid at times. The ease of setup is great. The results are generally good, but sometimes we have quality problems with open-ended responses as it seems like many of these types of tools battle with keeping bots and ChatGPT use out of the results.

Pros

My favourite thing about Ideally is the AI-powered dashboards that let you slice and dice your data and instantly see the emerging broad themes. It's easy and quick, especially with their next-day turnaround times.

Cons

The qualitative responses from many users lack depth. Sometimes there can be a problem with low-quality, off-topic, or clearly AI-generated responses.

Review Source

DF

Debbie F.  
Category Manager  
Retail  
Used the software for: Less than 6 months

### "Fast Insights, Smarter Decisions"

December 16, 2025

5.0

Ideally is helping us de-risk innovation, validate consumer demand early, and move through product development cycles with much more agility. By delivering quick, data-backed insights, it allows us to refine concepts before investing heavily, choose winning claims, and optimise pricing with real consumer feedback. This has significantly improved the quality of our NPD decision-making, increased internal confidence, and strengthened our ability to present robust consumer stories to retail partners.

Pros

Ideally provides incredibly fast, reliable, and consumer-driven insights that help us make decisions with confidence. The platform is intuitive, the reporting is clear, and the turnaround time is exceptional — often delivering meaningful results overnight. We especially value the quality of respondents and the depth of analytics, which allow us to quickly validate concepts, test claims, and understand price sensitivities. Ideally has become a trusted partner for rapid, evidence-based decision-making

Cons

The only area for improvement is the minimum credit requirements. For businesses wanting to run occasional or one-off studies, greater flexibility in how credits can be purchased or used would be beneficial. A more modular or pay-as-you-go model for smaller-scale research would make the platform even more accessible and versatile

Review Source

LC

Lucia C.  
Innovation Lead  
Consumer Goods  
Used the software for: 6-12 months

### "A seamless, supportive and insight-driven innovation partner"

October 15, 2025

5.0

Overall, my experience with Ideally has been outstanding. It’s a platform that truly empowers innovation- fast, insightful, and easy to navigate. The combination of powerful tools and genuine human support makes it an essential partner in shaping data-driven innovation strategies and launching products with confidence.

Pros

Ideally is intuitive and easy to use- everything feels effortless. It gives me the right insights to guide innovation decisions, from concept testing to identifying which categories to focus on next. I also really appreciate the balance between independence and support- I can explore freely, but there’s always someone from the Ideally team ready to help, onboard, or answer questions. Their people make a great platform even better.

Cons

Honestly, nothing stands out. Everything has worked smoothly and efficiently so far. The experience feels well thought out and any minor questions I’ve had were quickly and kindly resolved.

Review Source

RP

Rosa P.  
Brand Manager  
Food Production  
Used the software for: Less than 6 months

### "Fast, Simple and Easy to Use. "

October 9, 2025

5.0

My experience using Ideally have all been positive. From start, the team has been extremely helpful.

Pros

Ideally has made it much easier to understand difficult consumer questions. In marketing, we often ask many questions and conduct extensive research into what we believe consumers want or need. This platform enables us to address these questions quickly. Being able to reach out to consumers directly and receive detailed results by the next day is truly a game changer. The platform is incredibly user-friendly, and you can easily teach yourself how to use it without any assistance. The services provided by Ideally are exceptional; they have been very helpful in answering my questions and are generally a pleasure to work with.

Cons

Having the option to retarget the same group of participants would be valuable, as it could offer more in-depth insights and allow for meaningful follow-up questions.

Review Source

OB

Olivia B.  
Head of Marketing  
Financial Services  
Used the software for: 6-12 months

### "Fast and quality insights with great reporting and customisation"

January 8, 2026

5.0

Pros

Ideally is an exceptional platform - quick insights that provide depth and are so easy to navigate. It's cost effective and rapid. Love it.

Cons

There are still some limitations on reporting, but the team provide custom reports and raw data when needed.

Review Source

KT

Kimy T.  
Research Manager  
Automotive  
Used the software for: Less than 6 months

### "A great tool for quick turnaround validation"

January 12, 2026

5.0

Fantastic. 11/10 would recommend. Smooth onboarding process and great customer service overall. Feel very safe in their hands.

Pros

It's so quick and easy to use. The support team are great too - always friendly and helpful if we have any questions.

Cons

Would love to see a few more features as they grow their norms base like being able to compare taglines against other tagline benchmarks.

Review Source

BV

Brad V.  
National Marketing Manager  
Food & Beverages  
Used the software for: Less than 6 months

### "Real-world customer feedback!"

September 22, 2025

5.0

Ideally has been an invaluable platform for our business, fundamentally changing how we approach decision-making by providing a direct line to consumer insights.

Pros

Its speed and ease of use have allowed us to quickly test and validate new product ideas, marketing messages, and brand positioning with our target audience, eliminating the guesswork that can hold us up. Customer support is second to none through each testing process.

Cons

Yet to find anything, it has been an easy transition on to the platform and has been an invaluable for our business, fundamentally changing how we approach decision-making by providing a direct line to consumer insights.

Review Source

US

Uaan S.  
Consumer Insights Manager  
Consumer Goods  
Used the software for: 6-12 months

### "Consumer View at Pace"

April 10, 2025

5.0

Overall, I consistently use Ideally at least once per month for a wide variety of business cases. As mentioned, the team are so responsive and willing to help when I need to make customisations to a survey.

Pros

The ability to get results in 24-48 hours is so convenient! The ideally team are extremely proactive in sharing their view on the research, and having a Nat Rep population means we can make quick business decisions when we need a consumer view, at pace!

Cons

There is always a trade off with speed and simplicity where you sacrifice flexibility and detail. While we love using the ideally platform for quick turnarounds, it works best when our requirements fit into one of the pre-defined Idea or Message tests.

Review Source

NC

Nelson C.  
Senior Marketing Insights Analyst  
Food & Beverages  
Used the software for: 6-12 months

### "Quick, Easy, and Helps Us Think Smarter"

April 17, 2025

5.0

Overall, it’s been really solid. Ideally gives us a fast, easy way to get consumer feedback, and the team is responsive and great to work with. It’s helped us bring more consumer thinking into our day to day and make decisions with more confidence.

Pros

Ideally makes it super easy to test ideas and get solid consumer feedback really fast, usually overnight. The survey builder is straightforward and flexible, which actually helps us think more creatively about how we ask questions. The team’s always improving the platform and releasing useful updates, and they’re great to deal with quick, helpful, and solutions focused. It’s become a key part of how we get insights without slowing the business down.

Cons

Nothing major. A few small limitations, but the speed and flexibility more than make up for it and the team’s always open to feedback.

Review Source

MH

Michelle H.  
Associate Insights Manager  
Food & Beverages  
Used the software for: 1-2 years

### "Making consumer insights easy"

April 6, 2025

5.0

Pros

Ideally has allowed us to more easily put consumer centricity in key business decision-making processes and move at a faster pace. The survey builder and dashboards are easy and intuitive to use, and results are available overnight, which has been a game changer. Even with harder to find target respondents, the team is always happy to work with us to find a solution. The services provided by the Ideally team are top-notch, and they are extremely helpful and easy to work with.

Cons

None at this stage - there are constantly new updates and features being brought out to improve user experience and address pain points.

Review Source

SR

Shaun R.  
Go to market manager  
Utilities  
Used the software for: 1-2 years

### "Ideally are great "

April 17, 2025

5.0

Ideally have been great to work with - their platform is fantastic and customer support is responsive/great at providing useful guidance on how to get the most out of research.

Pros

Ease of use and user experience/interface. It's super easy to access and design your own surveys. The results and AI summaries are also really informative and help you to derive insights. Speed of turnaround, next day! A great way to shorten the customer feedback loop.

Cons

Buying credits in bulk, rather than ad-hoc. If we could but surveys responsively, we'd likely use the platform more.

Review Source

DD

David D.  
Category Manager  
Food & Beverages  
Used the software for: Less than 6 months

### "Perfect for quick insights. Fast. Cost effective"

June 17, 2025

5.0

My experience with Ideally was very positive. It’s intuitive, efficient, and makes testing ideas super simple.

Pros

I really appreciated how quickly I could test out new concepts and ideas. It made experimentation very easy.

Cons

The main drawback was the inability to conduct more in-depth studies or gather detailed, long-term insights.

Review Source

Becky T.  
Marketing Manager  
Food Production  
Used the software for: Less than 6 months

### "Every marketer needs this."

July 31, 2024

5.0

It's been great, the support team are incredibly helpful giving tips and tricks to get the best out of the research. It has help us progress ideas much faster than we have ever been able to before. I think about how we can use it all the time to make those big decisions easier.

Pros

You get answers to those questions about ideas, NPD etc, that you would normally pay hugely for and take weeks, all in 24hours. Its revolutionising the way you progress in FMCG.

Cons

The credit system is a little difficult to get your head around.

Review Source

SY

Stu Y.  
GM  
Maritime  
Used the software for: Less than 6 months

### "First time user, great for getting a quick result"

August 13, 2024

5.0

Pretty seamless, intuitive platform. Needed a bit of explanations on credits = questions = minimum spend etc

Pros

very fast turn around for both NZ and Asian market. Cut out a layer of exploratory in market research but narrowing down brand idea territories

Cons

Nothing really, just a watch out. I do think it would be easy to keep adding questions (and therefore credits) so you need to be focussed on how you plan to use Ideally and the results

Alternatives considered

[Conjoint.ly](https://www.capterra.com/p/157202/Conjoint-ly/)

Reason for choosing Ideally

local company, seemed a little more robust

Review Source

Michael D.  
Business Director  
Marketing and Advertising  
Used the software for: Less than 6 months

### "Great team + product"

July 28, 2024

5.0

An excellent mix of people and platform. I had five of the Ideally team at various parts of the onboarding process assist me - all done at lightning quick speed so I could complete my initial research dip in compressed timings. After this initial induction I felt confident and competent to navigate the platform and set-up future tests without assistance but know the team is always on hand and willing to help if needed.

Pros

Fantastic mix of Client team who are efficient, attentive and knowledgeable and a platform that does exactly what it says on the box (without fuss). Have been able to do a couple of quick group dips which has greatly assisted my Client and I during creative development.

Cons

My expectations were managed about the product, so I wasn't disappointed because I got exactly what I was promised.

Review Source

SK

Shana K.  
Marketing Manager  
Consumer Goods  
Used the software for: Less than 6 months

### "An awesome experience with Ideally! "

August 27, 2024

5.0

Overall, a great experience, the team were so helpful and assisted with my first time using Ideally. looking forward to my next project.

Pros

So simple to use, easy to understand results and great that I could filter and split up the data

Cons

The age brackets were set which meant I could not split out 18-24 year olds but it wasn't a massive issue.

Review Source

GC

Grace C.  
Director  
Design  
Used the software for: Less than 6 months

### "The ONLY design research we rate."

July 30, 2024

5.0

Pros

Our client LOVED the experience with Ideally – as did we. Super helpful insights, great onboarding and awesome reporting.

Cons

Nothing. We loved it all. Speed, cost and presentation we're awesome.

Review Source

LO

Lily O.  
Account Director  
Marketing and Advertising  
Used the software for: Less than 6 months

### "Quick and Reliable"

July 29, 2024

5.0

Pros

The speedy turnaround of results and the formatting of the reporting. The user experience across all check points was seamless.

Cons

Nothing. Everything about my experience was seamless.

Review Source

LJ

Laura J.  
Innovation Manager  
Food & Beverages  
Used the software for: Less than 6 months

### "New platform with constant improvements"

June 11, 2024

4.0

Pros

The Ideally team is very open to ideas and feedback. Being a relatively new company, Ideally are continuing to add functionality to their platform building on their already strong offering.

Cons

A few features you'd expect when analysing data aren't available, however their willingness to take on board feedback has seen changes acted on in a speedy manner.

Review Source

AK

Amy K.  
Brand Manager  
Food & Beverages  
Used the software for: Less than 6 months

### "Lightning fast consumer research "

May 29, 2024

5.0

Pros

In less than 24 hours, I had a consumer feedback from a nationally representative sample on 3 x pieces of new film creative. We were able to optimise our assets and reload into the tool same day! Excellent service and support from the Ideally team in both using the tool and interpreting the data into meaningful, actionable insights.

Cons

That you can only export images of graphs / charts without data and words on them. I had to manually type in the numbers myself in PowerPoint.

Review Source

EB

Eve B.  
Brand Manager  
Food & Beverages  
Used the software for: 6-12 months

### "Super insightful!"

May 24, 2024

5.0

Pros

Speedy turnaround, easy to use, very helpful.

Cons

Nothing! I think that it's a great platform

Review Source

JM

John M.  
Founder  
Marketing and Advertising  
Used the software for: Less than 6 months

### "a great platform to help inform the strategic and creative process "

April 19, 2024

5.0

Love it! Would highly recommend to all agency and marketing partners

Pros

It's speed and affordability are by far the best part of the product. It enables you to build it into your creative process, without a huge cost or time hold up.

Cons

The sample size of the cohorts could be increased in future to provide a more robust sample size

Review Source

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