I like how easy it is to use, and the fact that we can have our own specific analytics without having to pay for expensive third-party services. The tool has been very effective in helping us understand our clients needs and what they want. We've realized where there are problems within our business, and we're working to correct them. Also, as a small business owner myself, it's nice to be able to use this service without paying a lot of money out of pocket. There are some things that I would like to see improve. For example, sometimes it takes quite awhile to get results back from the platform. However, I think this is due more to the complexity of the data being pulled rather than the system itself. I haven't really run into any downsides to using this service so far; however, I do know if we had tried something similar before, we would have saved ourselves a lot of time and resources. This has helped me better understand my clients' needs and wants. I like that it is easy to use and you can do research in many different ways. It is not always clear how to use the platform. Sometimes, there are inconsistencies between the interface and the actual software. It is a great tool if you need to do research quickly or have limited resources. The fact that you can do research in so many different ways makes this platform very flexible. I am solving problems related to marketing and sales by using this platform.