Technology and Marketing Insights

8 Best Online Survey Tools to Collect Customer Feedback

Survey form builder is a type of online tool that helps businesses create forms, surveys, questionnaires and more. It allows users to customize, collect valuable data and analyze the results from their target audience in an efficient manner.

Realtime examples of how survey form tools can be used for business growth include:

  1. Collecting customer feedback – Businesses can use survey tools to collect feedback on their products or services and use the data to inform decisions about product development, marketing strategies and customer service.
  2. Improving customer service – Survey tools can also be used to measure customer satisfaction with regard to customer service, thereby helping businesses identify areas for improvement.
  3. Generating leads – Surveys can also be used as a lead generation tool. Businesses can gather contact information from respondents and use it to reach out to potential customers.
  4. Identifying market trends – Through surveys, businesses can gain insights into what their target audience wants and tailor their offerings accordingly.
  5. Conducting market research – Companies can use survey tools to understand the needs and preferences of their target audience and uncover new opportunities for growth.
  6. Assessing employee satisfaction – Surveys are also used to assess employee satisfaction and help businesses understand what their employees think of their workplace and their job. This helps companies create a better working environment and foster a positive work culture.

Top 8 Best Survey Builder Software

1. Survey Monkey

online survey tools

SurveyMonkey is a widely-used survey software tool that helps businesses and organizations create, distribute, and analyze surveys. It is a popular choice for small and large companies large due to its affordability and breadth of features. SurveyMonkey offers a free plan as well as multiple paid plans with increasingly more advanced features.

SurveyMonkey is a powerful survey creation tool that helps users quickly and easily create surveys, quizzes, internal reviews, and more.

Feature of Survey Monkey:

  • User Friendly Interface: It has an intuitive user interface that makes it easy to create surveys and quizzes.
  • Customization: Multiple feature blocks and use branching logic to create a customized survey experience.
  • Pagination: Separate the survey into pages to eliminate a lot of scrolling.
  • Security: Securely collect data from millions of respondents with one handy URL.
  • Branding: Easily add company logos, colors, and images to customize your survey.
  • Notifications: Notify users of changes or updates to their survey.
  • Pricing Plans: Choose from several flexible pricing plans depending on limits and feature needs.
  • Integration: Embed surveys into other websites or platforms, such as WordPress. Also use zapier to connect with any 3rd party tools.

Pros of using Survey Monkey:

  • Ease of use and customization.
  • The ability to create surveys quickly and the user-friendly interface.
  • The wide range of question formats, the ability to share surveys easily,
  • Better access to reporting and analytics tools.
  • It is also cost effective, with a free plan available and flexible subscription plans.

Cons of using Survey Monkey:

  • Lack of robustness compared to other survey programs.
  • Need to pay for a premium subscription to gain access to advanced features.
  • Limited selection when it comes to survey customization
  • The difficulty of programming elegant surveys
  • Limited number of user “seats” per account.

Overall, SurveyMonkey is a great choice for users who are looking for an easy-to-use survey tool that offers a range of features at an affordable price. The features and flexibility of SurveyMonkey make it a great choice creating surveys and gathering feedback, but it is important to be aware of the limitations of the survey program so that you can make an informed decision.

2. Qualtrics XM

Qualtrics XM is a survey platform that enables companies to gain insights into their customers and markets. It offers an interactive survey platform with real-time results and deep analytics that allow users to quickly gain insights and make better decisions.

Qualtrics XM is a comprehensive experience management software platform which helps companies to design and improve customer and employee experiences. The platform enables users to gather feedback, drive innovation and respond to changing market needs. It offers powerful features such as customer segmentation, sentiment analysis, trend alerts, predictive behavior analytics, real-time response monitoring, data insight reports and more. The platform can be used for a variety of purposes, including market research, voice of the customer programs, or employee engagement.

The pricing for Qualtrics CoreXM starts at $1,500 a year, and the exact cost depends on the features required, the number of active team members, and the size of the business.

Pros of Qualtrics XM

  • Easy to use with an simple design.
  • Extremely flexible
  • Data analysis features are incomparable to other software programs on the market.
  • Analytics and reporting you can use from survey results is extensive.

Cons of Qualtrics XM

  • The software requires some training, but once you master it, you will be able to take full advantage of all its functions.
  • For large amounts of data, it may take some time to load the report interface.
  • An option to receive an alert when someone has taken the survey would be helpful.
  • Costly pricing.

Finally, Qualtrics CoreXM is easy to use for quick one-time surveys or for measuring opinions over time and offers free trial, free/freemium versions as well as premium consulting and integration services.

3. Typeform

online form builder

Typeform is an online form builder that helps users create surveys, quizzes, and polls with user-friendly and responsive interface. It enables you to create beautiful, highly responsive forms quickly and easily, so you can get the feedback and insights you need faster.

Typeform also offers readymade templates that can be used to quickly create survey forms. These templates are designed to help you easily create survey for customer success, candidates selection, feedback and more. Additionally, Typeform offers logic jumps, which allow you to customize the flow of your form by skipping certain questions depending on the user’s answers. They also offer multiple ending screens, hidden fields, and a calculator feature.

The paid plans come with additional features such as custom branding, unlimited responses, question piping, and more.

Pros of Typeform

  • Easy to use and create beautiful forms
  • Simple drag and drop builder
  • Data collection at scale
  • Better analytics
  • Flexibility in capturing multiple choice and rankings
  • Basic plan comes with many options and integrations
  • Logic mapping

Cons of Typeform

  • Poor customer support
  • Expensive pricing structure
  • Limited number of questions, forms and answers for free users
  • No HubSpot integration and logic jumps for free users
  • Typeform branding cannot be removed in basic plan.

Overall, Typeform is an effective form builder tool that makes it easy to create surveys and forms, with good value for the cost, but could benefit from improvements in customer support and pricing structure.

4. SurveySparrow

SurveySparrow is a cloud-based customer experience solution that enables businesses of all sizes to create engaging feedback surveys. SurveySparrow offers a wide range of features that allow users to create, distribute and evaluate surveys. Users can create surveys with multiple channels like webpages, chatbots with conversational formats, and distributable audience segments. It also allows users to embed video as the background for surveys to achieve greater user engagement.


SurveySparrow offers several pricing plans to suit different needs. The basic free plan allows a user to send 100 responses per month, 100 email shares per month, three active survey projects, 10 questions per survey, classic & chat surveys.

Pros of SurveySparrow:

  • Conversational surveys: Creates a chat-like survey experience, making it more engaging for respondents.
  • Mobile-first approach: Surveys are optimized for mobile devices, catering to an on-the-go audience.
  • Variety of templates: Offers several types of templates for quick and easy survey creation.
  • Recurring survey feature: Allows automation of surveys at regular intervals.

Cons of SurveySparrow:

  • Limited chatbot functionality.
  • Poor chat-only customer support.
  • Lack of email marketing features.
  • Limited customization for lower-tier plans.


Overall, SurveySparrow is a great tool with high functionality and a unique proposition for businesses of all sizes. It caters to all needs related to survey creation and has helped many businesses in measuring customer satisfaction.

5. Google Forms

Google Forms

Google Forms is an online survey creation tool created and developed by Google. It is a part of Google Workspace and is available as a free service. It help users to quickly create surveys, quizzes and polls in minutes with no coding or technical expertise required.

The features of Google Forms include: templates, drag and drop form elements, customization options, unlimited questions and answers, reporting and analytics, file uploads, email notifications, and more.

Google Forms’ pricing is based on the number of completed responses. Surveys are charged at a per-question rate starting at $0.10 for general population surveys.

Pros of Google Forms:

  • Easy to use and user-friendly interface.
  • Free plan is enough for basic users.
  • Variety of question types.
  • Multiple sharing options like emails, web embed, social media.

Cons of Google Forms:

  • Limited design customizability
  • Limited features
  • Lack of integrations
  • Limited reporting and analysis tools

In conclusion, Google Forms is a user-friendly tool that offers a wide range of applications for both educators and professionals. Google Forms proves to be an invaluable resource in today’s digital age.

6. Zoho Survey

Zoho Survey is a feedback survey app that caters to small, midsize and large organizations. It offers comprehensive features and tools that help businesses collect customer feedback, measure customer satisfaction, and generate insights from their survey data.

Features of Zoho Survey include survey creation and management tools, customizable templates, integration with Zoho CRM, spam protection, sentiment analysis, piping logic, custom variables, white labeling, upload favicons, trigger functions, Google Sheets integration, Tableau integration, offline response collection, email distribution, scoring, sharing on social media, password protection, and more.

When it comes to pricing, Zoho Survey has three plans – Free, Pro, and Enterprise. The free plan includes unlimited surveys, 10 questions per survey and 100 responses per survey

Pros of Zoho Survey:

  • Zoho Survey is easy to use and has a user-friendly interface. 
  • It allows you to create surveys quickly and easily with a drag-and-drop editor. 
  • Zoho Survey offers a wide range of features, including survey templates, data analysis tools, and real-time results.

Cons of Survey:

  • Zoho Survey does not offer free plans, so it may be too expensive for some users. 
  • The customization options are limited, making it difficult to create complex surveys. 
  • The reporting features are basic and do not offer advanced analytics. 
  • The customer support is not very helpful and can be slow to respond.

7. QuestionPro

QuestionPro

QuestionPro is an online survey tool that allows users to create online surveys, collect insights, and analyze data easily. It Extensive features make the data collection process more efficient and reliable. These features include creating professional-looking surveys, quiz scoring with instant feedback, collecting Net Promoter Scores (NPS) on a 0-10 point scale, multilingual surveys, custom variables, upload file questions, question and answer piping, compound branching, dropout analysis, pivot tables, advanced statistics, and more.

QuestionPro offers different pricing options for its users. The Essentials plan is free and includes unlimited surveys, unlimited questions, 1 user, 25k responses/year, 38 question types, customized survey colors, logo, navigation, custom survey link, multimedia integration, and more. The Advanced plan costs $99 per month and provides all the features included in the Essentials plan as well as additional features such as advanced quota management, advanced skip logic, custom variables, upload file questions, question and answer piping, compound branching, and more.

Pros of QuestionPro:

  • QuestionPro is a powerful survey software
  • The platform offers advanced analytics and reporting capabilities, allowing users to gain deeper insights into survey results. 
  • QuestionPro also provides customer support and training to ensure that users are able to use the software effectively.

Cons of QuestionPro:

  • The cost of using QuestionPro can be expensive for small businesses. 
  • Some of the more advanced features may be difficult to use for those who are not familiar with survey software. 
  • QuestionPro does not offer mobile app support, making it difficult to access surveys on the go. 
  • The platform may be limited in terms of customization options, making it difficult to create unique surveys.

Overall, QuestionPro is reasonably priced and provides a wide range of features that make it easy to create responsive surveys and analyze data efficienctly.

8. Survicate

Survicate is a survey builder tool that helps businesses collect customer feedback about their products and services. It allows users to create and manage customer satisfaction survey. It helps them to better understand their customers and make data-driven decisions.

The features of Survicate include customizable forms, email reminders, collaboration tools, data capture and transfer, recognition tracking, file sharing, calendar management and document management. It also provides features such as randomization, response quotas, AB testing, online polling and more. Additionally, Survicate offers customer support via chat and email.

Survicate offers three pricing plans: Essential, Professional and Ultimate. The Essential plan starts at $65/month, the Professional plan starts at $129/month and the Ultimate plan starts at $289/month.

Pros of Survicate:

  • Survicate is a powerful and user-friendly survey tool
  • It offers lots customizable templates, advanced logic, and automated follow-ups. 
  • The platform is highly scalable and can be used for small or large businesses alike. 
  • It integrates with popular third-party applications, making it easy to sync data and gain insights from multiple sources.

Cons of Survicate:

  • It can be costly for larger businesses, as the price increases with the number of users. 
  • The platform does not offer any customization options for the survey questions. 
  • The analytics feature is limited and does not provide detailed insights into customer responses. 
  • It does not offer any native mobile app support, making it difficult to conduct surveys on mobile devices.

Overall, Survicate is an effective tool for collecting customer feedback and understanding customer preferences. It enables businesses to create surveys that are tailored to their specific needs and goals. By using this tool, businesses can get insights into their customer journey, measure customer satisfaction and improve customer experience.

In conclusion, when selecting the best survey tool for research in 2023, there are several important factors to consider. A good survey tool should have user-friendly features and allow data analysis, multiple languages, logic features and integration with third-party services. Additionally, it should be easy to use with a low learning curve and allow for website integration and embedding. All these tools offer different features, so it is important to decide your needs and goals before selecting one. Ultimately, the right survey tool can give you the actionable feedback you need to improve your customer experience and make informed decisions.

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