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 2022. 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.
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.
The 19 Best Survey Software and Questionnaire Tools in 2021
- Google Forms
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
Pointerpro (formerly 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 Pointerpro 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 Pointerpro, 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
Delighted offers a variety of ways you can gather feedback on your service or product, including NPS, Employee NPS, Customer Satisfaction Score (CSAT), Customer Effort Score (CES), stars, smileys, and thumbs surveys. You can survey customers via email, link, web, and in-app for real-time feedback.
Customers tend to mention how easy it is to customize and send surveys. They also like the 40+ built-in free integrations. And if help is needed, Delighted offers award-winning 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
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.
Survicate is a survey software that lets you send surveys via emails or links. You can also run targeted surveys on websites, desktop apps, or mobile apps. Survicate has features that help you get more responses from your surveys like letting you embed survey questions into email previews to make your surveys more accessible.
With Survicate you can create surveys in seconds without any code. All survey responses are visible in a dashboard so you can analyze your data at a glance. Survicate has a two-way native integration with Hubspot, allowing you to create custom fields to store survey responses without having to dive into settings.
Survicate has +2000 installs on the Hubspot App Marketplace, making it the most installed survey software for popular use cases like Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES). It also offers native integrations with other CRMs, email software, and analytics tools.
Price: All plans include unlimited users; Free Plan; Starter Plan, $99/month; Advanced Plan, $149/month; Feedback Automation Plan, $199/month; Team Insights Plan, $299/month
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
7. Survey Sparrow
SurveySparrow is an experience management platform that helps businesses refine employee, customer, and product experiences. It combines the power of surveys, automation, business intelligence, and integrations all within a single platform.
SurveySparrow helps users roll out classic surveys, 360-degree feedback for employees, chat surveys (chatbot for websites), and Net Promoter Score (NPS), each with multiple question types. Users can embed surveys in emails or even trigger an SMS by scheduling them. Their new case management feature, which enables you to create tickets from the survey respondents making it a reliable support ticketing management system.
Price: Basic plan, $19/month; Premium plan, $29/month; Business plan, $99/month; Enterprise plan, $499/month.
Paperform provides a unique form maker with a mix of customization options and functionality. With its free-text interface, Paperform offers a hassle-free survey creation experience without any prior coding knowledge or experience. Each form is fully customizable, allowing you to add and edit your branded images with its in-app editor, import videos, GIFs, themes and backgrounds, or tweak the form typography.
If you don't feel like starting from scratch, Paperform has a wide range of free survey templates for you to choose from to get you started.
The powerful editor is built for anyone to use and includes over 27+ question fields and advanced workflows to tailor your survey questions. You can send survey results directly to your respondent's inboxes, gain actionable insights with real-time analytics, and add conditional logic to build a survey that adapts based on your respondent's answers.
Price: 14-day free trial; Essentials Plan, $20/month; Pro Plan, $40/month; Agency Plan, $135/month
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
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.
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
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
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
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
15. 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.
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
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
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
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
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
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.