Survey & Forms Building Tools
These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.
Survey & Forms Building Tools TrustMap
TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.
What is Survey & Forms Building?
An online survey is a questionnaire that people can complete over the Internet.
Online surveys are typically created as Web forms. Answers are then stored in a database. Statistical software can provide analytics based on the answers.
Survey tools let users create and distribute surveys. From there, users can collect, report and analyze survey responses. Some survey tools act as comprehensive research platforms. These tools include advanced analytics and crowdsourcing for responses. Other survey and forms building tools focus on the survey creation and response. Users can then use other resources (like Excel) to complete the review process.
Survey Tools Features & Capabilities
Most survey tools support the creation of online surveys. Some tools also support paper surveys with a ‘print’ option. Advanced survey tools include the creation and deployment of phone surveys. All formats include a collection mechanism for response data. Survey tools usually offer a method for manually entering response data.
Designing the look and feel of a survey is central to all survey tools. Most tools include survey templates with layouts and themes to choose from. Often, more flexibility in appearance is available for a higher price. Free tools typically include the vendor’s logo on the survey. This interferes with company branding. Custom branding is a priority for many business use cases.
The most important features for survey content include three areas: Question types, question design, and survey flow.
For question types, complex survey tools usually include a broader range than simpler tools.
Survey question types to consider include:
Open-ended free response
Users often say that question design is a very difficult aspect of using survey tools successfully. Some tools include educational material for research design. This material includes tips, recommendations and best practices.
Beyond question type and design is the survey flow. This is the order of the questions within a survey. Complex survey tools allow custom question pathways. This creates a more relevant survey based on respondents demographic information and previous answers.
Survey logic features allow users to set up custom question pathways. This helps users segment respondents in analysis. It also personalizes surveys based on contextual information from the respondent. Examples of survey logic include:
Different tools support different types of logic and to varying levels of complexity.
Analytics & Reporting
Most survey tools include basic results reporting capabilities. This means reviewing and assessing answers upon survey completion. Many tools also include reporting on respondent demographics.
Some tools have more advanced built-in analytics. Others are meant to be used alongside another product, like Excel or SPSS. In these cases, data export capabilities and integrations are important. Be aware that some vendors charge more for data export.
Some survey tools can be integrated with related tools. Depending on the use case, these integrations include:
Social media platforms
Email marketing tools
Some tools can also be embedded on a company website for customer feedback.
Notifications and alerts (triggered by responses or opt-outs)
Scheduling for survey publication and closure
Follow-up emails to respondents
Admin & Security
Survey administration and security features are important for larger organizations and studies. Admin and security features allow users to:
Manage multiple users and use roles
Maintain survey ownership
Manage response data permissions
Some survey tools even support data compliance standards, such as HIPPA.
Most survey tools enable survey distribution via email. This can be through the tool or via the user’s personal email account. Other tools have cross-channel distribution. The capability allows distribution and tracking via social media or a company website.
In the interest of branding, many tools offer custom URLs for survey distribution. Another distribution feature is anonymous response collection and respondent restrictions. This allows users to set controls related to audience demographics.
In some use cases, there is no pre-existing contact pool. Some vendors offer paid crowdsourcing options, giving users access to an audience or panel of respondents.
Free Online Survey Tools
Many survey tools have free offerings. Examples include:
Some free tools allow surveys with unlimited questions and responses. More often, price scales with survey size. Paid versions add capabilities, including:
Reporting & Analytics
Users tend to recommend free tools for smaller-scale surveys. However, free tools do not work for every use case. Some free tools have better aesthetics, but others offer more detailed reports. Selecting a free survey tool depends, to some extent, on your priorities.
Survey Research Use Cases
There are several different research use cases for surveys. The three most common include:
Customer satisfaction surveys
Employee feedback surveys (360 Degree feedback)
Some vendors offer different versions to cover these different survey types.
Customer Satisfaction Surveys
Customer satisfaction surveys are used to collect information about a customer’s experience. The goal is typically quality assurance or suggestions for new product developments. Surveys are usually distributed via email to customer contacts. Another option is to embed the survey as an intercept popup on a website. Visitors and customers can complete the survey directly.
Employee Engagement & Feedback
Employee feedback surveys collect information about employee performance, engagement and satisfaction. They are most often completed anonymously. The process is sometimes called 360 Degree feedback. This is because the survey population is all people working in a company.
Research studies are usually larger scale surveys. Users can analyze survey responses within the context of respondents’ demographic information. Research surveys are used by marketing researchers and academic institutions. Important features include analytics, survey logic and privacy of information. Some survey tools have dedicated versions to this type of use case.
Survey tools are usually priced by the number of respondents and analytics capabilities in a subscription model. At the basic level, survey tools can be completely free. This works for smaller audiences and small-scale surveys. Paid survey platforms start at around $15/mo. for up to 1,000 respondents and basic reporting. Pricing can run up to a few hundred dollars monthly. This level typically includes integrations, analytics, and thousands of respondents.
MailChimp is an SMB-oriented email platform. A free account is offered with a 500 subscriber limit and with a limit of 3000 sends. There are various pricing models above 500 subscribers.
Qualtrics produces three Web-based products: Research Suite, which helps companies and schools conduct their own custom-made surveys and data analysis; Site Intercept, which allows websites to get feedback from visitors; and 360, a tool to help human resource operations assess employee…
Google Forms is an app for creating forms and surveys, and is part of Google Apps for Work. The product focuses on ease of use; the interface is similar to a document editor, with drop down lists of options and drag and drop question re-ordering. Users can embed images and video…
SurveyMonkey provides free, customizable surveys, and a suite of paid, back-end programs that include data analysis, sample selection, bias elimination, and data representation tools. SurveyMonkey also offers large-scale, enterprise options for companies interested in data analysis,…
Formstack is an online form building solution. Its drag-and-drop web form creator gives digital marketers a tool for online data collection and engagement. Users can collect payments and pass form data to popular marketing apps through third-party integrations. With Formstack, users…
Wufoo is a web application for creating online forms. The tool automatically builds the database, backend and scripts needed making it easy to collect and understand data. Wufoo was acquired by SurveyMonkey in 2011.
Hotjar is a conversion rate optimization tool for digital marketers. Features include heatmapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing. The tool is used by digital analysts, UX designers, web developers…
The PI Behavioral Assessment™ is a simple yet effective assessment that is broken down into four primary behavioral factors, or core drives. These core drives and their relation to each other create a behavioral pattern that provides a framework for understanding the workplace behaviors…
Typeform is online form and survey software, focused on high-quality visuals and user experience. Users can create surveys, registration forms, tests & quizzes, contests, tutorials, shopping carts, and contact forms, without needing to write code. Typeform offers freemium plan…
Clicktools is a cloud-based survey software. It enables business users to collect information through surveys, call scripts, and web forms; automatically centralize the data in CRM; and act on those insights to increase loyalty. The program is offered by Callidus Cloud, which in…
AskNicely in New Zealand offers their software application as a means of collecting real-time feedback from customers, touting integration with the CRM and automated workflows, the ability to integrate interaction data from popular tools and channels (e.g. Slack, Intercom, etc.), and…
JotForm is an online application that, according to the vendor, allows anyone to quickly create custom online forms. Its drag-and-drop user interface makes form building simple, and doesn’t require users to write a single line of code. JotForm enables users to create and publish…
Survey Anyplace helps users create surveys, quizzes, and assessments that return personalized advice to respondents in the final screen, through email, or in a branded PDF report. Customers include Capgemini, Adobe, Accor Hotels, as well as many midsize consulting companies and agencies.…
FormAssembly is a web form and data collection platform that helps organizations take control of the data collection process. Its drag-and-drop Form Builder aims to empower team members and enables a wide range of use cases. Users can choose from multiple field types, and additional…
Quantum Workplace provides an all-in-one employee engagement software that makes managers the central drivers of workplace culture. Serving more than 8,700 organizations, Quantum Workplace’s technology gives team leaders direct access to employee feedback and personalized real-time…
MailerLite is an email marketing software designed to help people of all skill levels create professional and personalized marketing campaigns on their own.Designed to help users connect with audiences and grow business using tools like automation, website builder, landing pages,…
GetFeedback, now from SurveyMonkey (acquired November 2019), is a customer feedback solution designed to be easy-to-use, and measure the voice of the customer so companies can take action and provide an exceptional experience.
Alchemer (formerly SurveyGizmo) is an online survey tool that helps companies design surveys and collect and analyze data. Features include branding, logic & branching, mobile surveys, question types, and reporting.