Abstract: The study considers the main text analytics programs and their functions. The researcherd studied the functions of 54 leading text analysis software and identified in which areas of marketing research they can be applied. Authors offer marketing (customers) research methods based on text analytics tools. In this study, we found out that automated text mining and analysis is especially useful to research the decision-making process of target customers which is not the same as their psychological portrait. Study of decision-making process requires specific research design, based on combination and adjusting of different text analytics tools. Understanding of customers decision-making process is relevant for individual work with clients, setting contextual advertising and E-mails customization, designing products, proposals and marketing campaigns for targeted customers groups.