Data is critical to ensuring you're running an effective marketing campaign and truly delighting your intended audience. In fact, a survey conducted by Gartner states that nearly 80% of growth organizations use customer surveys to collect customer experience data.

But collecting data can be tricky, and oftentimes doesn't paint a full picture. Blog traffic is great, for instance, but doesn't necessarily tell you how a consumer is perceiving your brand. To obtain an accurate depiction of your target audience, brand, and consumers, you must invest in survey software and questionnaire tools.

Survey and questionnaire tools help your team test new products, gauge the effectiveness of marketing efforts, and further identify user sentiment about your brand. With this information, you're better equipped to serve your audience the most relevant and useful content, services, and products.

There’s a myriad of options to choose from when it comes to software providers — to help you find the best, we've cultivated a list of the best survey and questionnaire software in 2021. These tools help you create surveys, polls, quizzes, and web forms, which are then distributed to product users to conduct market research, or request feedback and opinions.

Before we dive into our list, let's explore some of the essential features you'll want to see from any survey tool.

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Essential Features for a Survey Tool

You can send out surveys via pop-ups on your website or email blasts, but all survey tools should have a few crucial characteristics:

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

While these are the most common features, it's always a good idea to understand what the use cases will be for your survey software. This will allow you to determine whether you need a tool with more advanced features.

Some of the professional survey tools will allow for functions such as:

  • Intelligent survey logic: Users can skip certain parts of the survey, based on previous replies.
  • Piping: Insert answer text from a previous question into another question.
  • Randomization: Randomize the order of your questions, so that users are not tempted to pick the first option just because of placement.
  • Question morphing: When dealing with complex surveys and multiple answer questions, it's useful to change the type of question you are building, rather than start anew.

Next, let's explore some of the top-rated survey software and questionnaire tools on the market today.

1. HubSpot

As an activity center for marketing and customer support specialists, HubSpot includes its own online survey tools with its platform. HubSpot allows businesses to collect feedback from customers with surveys, Net Promoter Scores (NPS), customer effort score (CES), and customer satisfaction surveys (CSAT). The tool is easily customizable and allows you to choose the best type of survey for your goal. Plus, you can use the analytics and reporting tools to share valuable insights with the rest of your organization.

Price: Service Hub starts free; Starter Plan, $35/month per user; Professional Plan (with customer feedback tools), $360/month

best survey software and questionnaire tool: HubSpot

2. Survey Anyplace

Survey Anyplace takes the guesswork out of creating a custom experience. It gets your questions answered and makes it easy to give something back to your respondents.

Customers include Capgemini, Eneco, Accor Hotels, and many midsize consulting companies and agencies. These companies choose Survey Anyplace because of its wide range of features. For example, the Formulas feature allows you to do calculations within your survey to give respondents even more insightful feedback and deliver a personalized PDF report.

It offers a white label option if you want a fully branded survey and a wide range of integrations to connect smoothly with your existing online tool stack. With Survey Anyplace, you can easily transport respondents through to your CRM or email marketing tool and start building nurturing campaigns.

Price: Essential Plan, $39/month per user; Professional Plan, $59/month per user; Enterprise Plan pricing available on request

best survey software and questionnaire tool: Survey Anyplace

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3. Mopinion

Mopinion collects feedback and turns it into actionable data that gives digital marketing teams more insight into the voice of the customer.

Mopinion enables its users to create customizable online feedback forms (including various CX metrics such as NPS, CES, and CSAT) and trigger them based on rules such as mouse movement, time on page, exit intent, and much more.

It also includes comprehensive visualization in customizable dashboards, text analysis, and smart labeling capabilities. To act upon feedback or collaborate among members of your digital team, users can make use of proactive alerts, role-based views, and connect to PM tools such as Trello or Asana.

Price: Growth Plan, $299/month per user; Turbo Growth Plan, $579/month per user, and Enterprise Plan available on request.

best survey software and questionnaire tool: Mopinion

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4. Nicereply

Nicereply has been around for some time and provides businesses with tools to build customer satisfaction surveys, Net Promoter Score surveys, and customer effort score surveys. The tool integrates with many popular CRM's including HubSpot, SalesForce, and Zendesk, and has analytics and tracking functions.

Nicereply has a beautiful interface, but it is also easily customizable without any coding necessary. While most user reviews are positive, some customers do note the lack of a mobile app for Nicereply.

Price: Mini Plan, $39/month per user; Start Plan, $79/month per user; Grow Plan, $159/month per user; Business Plan, 239$/month per user

best survey software and questionnaire tool: Nicereply

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5. SurveyLab

SurveyLab is an online survey tool and questionnaire software that enables you to create surveys, automate response collection, and generate reports.

The tool also allows multiple data collection channels, including PC/laptop, mobile, SMS, QR Code surveys, and multi-language support. It integrates with most CRM and helpdesk systems. Most users appreciate the way the dashboard is organized, and how easy it is to set up surveys.

Price: Starter Plan, $49/month per user; Advanced Plan, $39/month per user; Professional Plan, $249/month per user; Enterprise Plan available on request

best survey software and questionnaire tool: SurveyLab

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6. Centiment

Centiment is an innovative tool you can use to survey nearly any consumer or B2B audience. This all-in-one survey solution allows you to easily reach consumer and B2B survey respondents in 100+ countries and collect responses using any major survey tool (or Centiment's own built-in tool). You can survey the company's Audience Panel (a community of respondents) or purchase a license to survey your own employees or customers.

Price: Based on sample size, survey length, and audience targeting. See website for more information.

Centiment survey tool

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7. Delighted

Delighted offers a variety of ways you can gather feedback on your service or product, including NPS, customer satisfaction, customer service effectiveness, stars, smileys, and thumbs up/down. You can survey customers via email, SMS, or a link, and the feedback arrives in real-time.

Customers tend to mention how easy it is to navigate through this app’s configuration. And if help is needed, Delighted offers impressive customer support to help you create a better workflow with such a large survey pool.

Price: Free; Premium Plan $224/month per user; Premium Plus Plan, $449/month per user

best survey software and questionnaire tool: Delighted

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8. Pollfish

Pollfish is a self-service market research tool offering real-time responses from consumers worldwide. It allows you to create surveys quickly and efficiently. The poll boasts over 600 million users globally, so you have a large potential reach.

However, with such a large survey pool, it's important to check segmentation capabilities to ensure you're getting the insights you need for your particular business. The tool is best used for use cases like building personas, concept testing, NPS, or online reviews of applications.

Price: Basic Plan, $95 per survey; Elite Plan available on request

best survey software and questionnaire tool: Pollfish

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9. YesInsights

YesInsights is a customer feedback tool that lets you receive instant customer feedback through NPS surveys across all platforms — including email, blog posts, and social media. Users are impressed with how versatile the surveys are, and how easy it is to customize them. Additionally, the tool offers plenty of integrations, making it easier to reach more customers.

Price: Solo Plan, $20/month per user; Essential Plan, $79/month per user; Professional Plan, $149/month per user; and Enterprise Plan available on request

best survey software and questionnaire tool: YesInsights

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10. Startquestion

Startquestion is a system for creating questionnaires, ranging from simple surveys to advanced forms. It has over 50 patterns to customize, allows you to send surveys as a link or in an email, and has analytics and reporting export functions.

Startquestion has a very easy-to-use interface, and users are most thankful for the pre-made survey options.

Price: Start Plan, $49/month per user; Business Plan, $99/month per user; Team Plan, $199/month per user; Enterprise Plan available on request

best survey software and questionnaire tool: Startquestion

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11. BirdEye

BirdEye is a SaaS platform that helps businesses get closer to customers. Its survey solution captures real-time feedback and ratings across multiple channels, including review sites, social media, and surveys.

This all-in-one software includes review monitoring, review generation, review marketing, customer surveys, social, support ticketing, listings, webchat, business insights, and competitive benchmarking. Most users appreciate both the speed and ease of use of this survey tool — additionally, it doesn't have a huge learning curve, so you can get started immediately.

Price: Available on request

best survey software and questionnaire tool: BirdEye

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12. Google Forms

If you are new to creating surveys and questionnaires, you might already be using Google Forms — it's the beginner's go-to option and one of the most popular free online survey tools available.

Google Forms offers a wide range of options for online surveys. If you've used some Google products before, such as Google Sheets, then you'll have no problem setting up a Google Form.

Price: Free

best survey software and questionnaire tool: Google Forms

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13. HotJar

HotJar creates feedback and analytics tools to improve your website’s visitor experience. It offers polls, surveys, heat maps, conversion funnels, form analysis, and even test users. While HotJar is typically considered a platform for website optimization, it still provides impressive survey features to collect user feedback. Plus, HotJar offers some of its features for free so you can try it before paying for any additional functions.

Price: Basic Plan, free; Plus Plan, $39/month per user; Business Plan, $99/month per user; Scale Plan, $389/month per user

best survey software and questionnaire tool: HotJar

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14. Arbit

Arbit is a survey and market research platform that connects you with your target audience.

The company sources respondents to make sure that you receive the highest-quality responses for the most cost-effective price. Arbit's team also offers consultative services to help you build your surveys and better analyze the data and analytics, providing both a DIY platform and a DIWY (Do-It-With-You) platform and service, depending on your company's needs.

Users rate this tool as cost-efficient. While there are a few complaints about the dashboard settings, it's nothing that damages the workflow.

Price: Available on request

best survey software and questionnaire tool: Arbit

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15. Typeform

Typeform helps you collect feedback, sign people up for events, receive job applications, take payments, and create engaging quizzes or interactive stories. Users love the intuitive interface, the app's design, and the interface's ease-of-use.

Price: Basic Plan, $25/month per user; Plus Plan, $50/month per user; Business Plan $83/month per user

best survey software and questionnaire tool: Typeform

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16. Qualaroo

Qualaroo is a SaaS company that enables businesses to gain valuable insights from its prospects and customers in real-time. Understanding the "why" helps drive better business results — from improving your web conversion rate to increasing product engagement and reducing churn. Most users are happy with how easy it is to work with Qualaroo surveys. Additionally, they find the tools and export capabilities relatively simple.

Qualaroo offers an interesting approach to measuring user feedback called "Sentiment Analysis" by IBM's artificial intelligence, Watson. By using AI in its approach, Qualaroo can collect users' opinions, quickly analyze the data, and provide suggestions for improvement. Given its features, Qualaroo is one of the more sophisticated tools on the market, and the price tag reflects that.

Price: Essentials Plan, $80/month per user; Premium Plan, $160/month per user; Enterprise available on request

best survey software and questionnaire tool: Qualaroo

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17. SmartSurvey

SmartSurvey is a flexible survey-making tool that's user-friendly and has a variety of features that make it unique. Users can choose from over 20 question types and customize the branding and design of their survey.

With this tool, it's easy to master the basics while still leaving room to grow with more advanced features. For example, it also has logic and automation tools that can distribute and personalize your survey to optimize its performance.

Price: Basic Plan, free; Professional Plan, $41.25/month per user; Business Plan, $82.49/month per user; Enterprise Plan available on request

best survey software and questionnaire tool: SmartSurvey

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Make Surveys from the Best Tool for You

There’s a whole world of survey and questionnaire tools waiting for you to explore. Be sure to figure out what features you need in a survey software tool so you choose one that checks all the marks for functionality.

Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness.

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Originally published Aug 12, 2021 5:00:00 PM, updated December 02 2021

Topics:

Lead Generation