The best survey tools make it easy to collect customer feedback and manage data to gain business insight.

There are always ways to improve business products or services, but it can be difficult to know which ways best attract customers. Options that may seem intuitive within the company may seem strange and unpleasant outside of it.

Plus, while it’s easy to imagine customers wanting the lowest price with over-consideration, they’re more likely to pay more for a better experience – a key mantra from Apple.

There may also be better ways to manage customers or find out about other interests for potential cross-sells. This is all moot if you don’t have a way to properly assess and measure what customers want.

Forms and survey tools are one way to do this, and while some CRM software may have built-in feedback options, they aren’t always configurable or contain biases that make it difficult for a customer to provide the feedback they want. ‘He wishes. to give. . The same goes for simple email questionnaires.

Forms allow you to better configure and analyze responses, without having to complicate the experience to the point of discouraging users from giving their opinion.

So here are the best survey tools, to help you reach your customers and improve your understanding of not only what they want, but also how to give them a better trading experience.

What is survey software?

The survey software allows users to create online polls, questionnaires, polls and other web forms. These are then distributed to an organization’s target audience to conduct market research or solicit comments and opinions. For businesses, survey software products provide information about participants’ perspectives on events, projects, customer service, or other aspects of their business. Most of the time, surveys are sent via email or as pop-ups on a corporate site. Survey tools can also be exploited by non-commercial entities for personal or academic purposes to conduct questionnaire-based research.

While survey software may have a significant overlap with business feedback management software and experience management software, the three categories are mutually exclusive. EFM products are more specific to business use cases and provide relevant functionality such as Net Promoter Score (NPS) calculation and integrations with CRM software compared to products in the Survey category. They also provide more built-in analysis tools, triggers and post-feedback actions compared to survey products. Products in the Experience Management category build on core EFM functionality by adding functionality that enables organizations to complete closed-loop actions based on feedback received.

To be eligible for inclusion in the Survey category, a product must:

  • Allow the creation and customization of questions
  • Collect, report and archive response data
  • Be shareable and distributable

List of Best Survey Software 

1. SurveyMonkey

The leading survey tools provider

One of the most successful survey solutions with over 40 million registered customers, SurveyMonkey offers a complete survey creation solution and metric analysis tools.

It enables those without coding skills to create complex question sets and then process the answers easily and efficiently.

You can register for free and create a survey in minutes. However, you cannot access the collected data in CSV or Excel XLS format until you have subscribed to a payment option. And the price goes even higher if you expect more than 1,000 responses per month or want to use one of the sophisticated branch and pipeline features.

There are several price levels available, with Team Advantage being the cheapest. This provides control over survey sharing, team analytics, shared asset library, custom charts, as well as easy data export.

The next level, Team Premier, adds features like referrals, industry tools, and multilingual surveys. The Enterprise plan offers additional security and compliance features, as well as administrative and migration management as required.

2. Typeform

Personalized customer survey tools

While other survey tools focus on the complexity of a questionnaire or how much data it can extract, Typeform takes a completely different approach.

Their goal is interaction with the user, believing that the way to get the best answers is to engage the end user and, through this, to get better answers. The Typeform methodology appears to work well, averaging four times the completion rate of what the industry considers standard.

The service starts with the Essentials package, which offers a range of basic features. Upgrade to the Professional plan and you’ll not only get up to 5,000 responses, but also unlimited logical jumps, as well as conversion tracking and HubSpot integration. However, if it is paid annually, the professional plan is reduced.

Each of them is limited to a single user, although commercial offers are available.

3.  SurveySparrow 

Conversational survey tool

SurveySparrow works in a loop and helps the business grow. The software creates surveys, shares surveys, creates clear reports, customizes questions, and closes the feedback loop for better analysis. SurveySparrow discovers customer satisfaction by accumulating feedback through various portals. The platform involves chatbots, conducts market research and employee engagement to create a better work culture.

SurveySparrow Survey Features: Custom Survey URLs, Data Analysis Tools, Email Marketing, Mobile Survey, Question Answer, Logical Jump, Audio / Image / Video Support.

4.  JotForm

An easy to use form builder

JotForm is an email and online survey creation solution that aims to undermine Typeform while being even easier to use.

A no-coding solution that most marketers should be able to quickly master and generate the leads or feedback they need.

Over the past 12 years, JotForm has built a customer base of 2 million regular customers, creating forms in 177 countries and 12 languages.

A Start plan is free and offers up to 100 presentations, 100MB of online storage, as well as 5 forms and 1,000 form views. Paid plans, when paid annually, start with Bronze and increase monthly submissions to 1,000, along with storage space to 10GB, along with 25 forms and 10,000 views.

The Silver plan introduces HPIAA compliance and increases views to 10,000, storage to 100GB, up to 100 forms, and unlimited views. The Gold plan increases presentations to 100,000, 1TB of storage and unlimited forms and views.

5. AskNicely

Survey tools with built-in NPS

AskNicely’s unique selling point is that it can collect live information based on the Net Promoter Score (NPS). NPS is a great way to measure the strength of customer relationships for a business, and this tool was designed to track that dynamic.

It also integrates with many customer workflow options including Salesforce, Hubspot, Slack, Zendesk, MailChimp, and Zapier, among others.

Through these connections, surveys can be targeted to specific customer groups and their reaction to new products and services can be collected to present real-time dashboards.

AskNicely used to advertise expensive but feature-rich packages; However, the website no longer displays pricing information and instead asks potential customers to contact them directly to request a quote.

6. Zoho Survey 

 Everything surveys—made simple and powerful

Zoho Survey makes it easy to survey customers in real time on any device for the ultimate experience. Zoho Survey offers a customizable questionnaire, as well as custom themes to suit your brand and style. With Zoho Survey, companies can now instantly share the survey with anyone using email campaigns and social media contact lists. The Zoho survey offers visual charts that help you analyze your Google Sheets data without going through all the essential data collection manually.

Zoho Survey Features: Custom Survey URLs, Data Analysis Tools, Email Marketing, Mobile Survey, Offline Response Collection, Question Branching, Logical Jump, Audio / Image / Video Support

7. Google Forms

Simple and affordable survey tools

Many business people don’t need anything fancy or sophisticated. Perhaps a simple way to ask your clients if they liked the last seminar and how to improve it is enough.

For them, using Google Forms for free is a great option that requires little skill or experience to use, and is available for free as a personal edition or as part of the G Suite for business platform.

Responses are automatically stored in Google Sheets, making it easy to transfer them later to an Excel spreadsheet or database.

The main weakness of Google Forms is that unless recipients have a Google account and are willing to log in, they can complete a survey multiple times.

Since it’s free before you spend a lot, it might be worth seeing if you will do enough, or at least hint at what features of the purchased product you might want.

Choose an online survey platform

An important difference between traditional market research platforms and the latest generation of online surveys is the amount of information they can extract from open-ended questions and unstructured language data. This data is essential for capturing the fluid types of respondents’ thoughts that generate the most relevant information about customers. Online surveys using artificial intelligence (AI) and natural language processing (NLP) have simplified the delivery of this type of high-value information and made it available immediately, without any post-processing or additional data manipulation. .

Historically, to hear the voice of the customer on a large scale, researchers have asked closed multiple-choice questions in surveys rather than open-ended questions. The former is easier to tabulate than having to read and organize free-text responses, but it significantly reduces the depth of the resulting data. For example, a music streaming service wanted to understand consumer behavior, but was only able to gain minimal insight using the traditional closed survey approach. It wasn’t until the company turned the survey into open-ended questions about why respondents listened to music that it could begin to describe its customers in terms of more meaningful behavior and attitudes ranging from deeply spiritual (“I connect with God through music”) to practice and behavior (“Music allows me to focus while I work”).

Without AI technology, projects like this music survey of 10,000 participants could require days of manual data review, clean-up and organization, and still lack valuable information. In contrast, next-generation online surveys use AI and NLP to automatically perform a first-pass cleanup of text responses, in real time. Some platforms even use the collective intelligence of respondents to validate and classify linguistic data by interacting with them during their collection. Within minutes, researchers have a treasure trove of organic, unfiltered feelings in respondents’ own voices and in real time.

An important additional benefit of a gamified interactive process is that respondents appreciate it more. The most engaged and attentive respondents in turn give better answers. Additionally, statistically validated qualitative data can be used in quantitative models, such as Net Promoter Score (NPS), segmentation or pricing studies, where natural textual data can now be converted to categorical variables in quantitative models. .

The combination of artificial intelligence and NLP technologies that are intelligently integrated into online surveys are making lasting inroads into the traditional market research toolbox. They are evolving the knowledge industry into natural and fluid conversations with respondents, at high speed and at scale. This creates an opportunity for researchers to integrate unstructured customer data more directly into information and statistical models to support them.


To run a successful business for a long time, it is imperative to understand the needs of your customers. Once you know what they want and what their weak points are, formulating solutions becomes a snap. That said, one of the easiest ways to get your opinion on your service is to take a survey. This will not only help you improve customer loyalty and retention, but also optimize customer acquisition. However, doing the same is not an easy task as it requires formulating separate survey sheets based on different types of customer groups and anticipating their future needs through predictive analytics. In this sense, the need for survey software is imperative.

Is qualtrics the best survey tool?

Qualtrics (which begins at $1,500 per year for the “Research Core 1” plan) is an online survey tool that began by supporting the research needs of academics who needed sophisticated questionnaires. Qualtrics (which SAP acquired in January 2019) continues today as a top choice of professionals and large enterprises.

Which is the best online survey tool?

Online survey tool Zoho Survey offers a great combination of power and ease of use. It’s one of the best values, even if you are not a Zoho Suite user.

Is Google forms better than SurveyMonkey?

Google Forms has more rules available and offers more robust automated scoring. SurveyMonkey offers more options than Google Forms when it comes to question types. … Both tools also have options for randomizing the order in which respondents see questions, which is helpful when using the tools to build quizzes.

How do I choose an online survey tool?

Crucial features of website survey tools you should look for are: skip logic, multiple question types, integrations with tools you already use, and targeting options that will allow you precisely choose who and when sees surveys, including URLs, time delay, exit intent, and cookie-based targeting.

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