Survey & Forms Building Tools

Best Survey & Forms Building Tools include:

JotForm, Wufoo, Google Forms, Typeform, SurveyMonkey, and Qualtrics.

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 10 or more ratings to appear on this TrustMap.

Survey & Forms Building Tools Overview

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

Survey Format

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.

Survey Appearance

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.

Survey Content

The most important features for survey content include three areas: Question types, question design, and survey flow.

Survey Questions

For question types, complex survey tools usually include a broader range than simpler tools.

Survey question types to consider include:

  1. Multiple choice

  2. Checkboxes

  3. Sliding scale

  4. Ratings

  5. Matrix questions

  6. Open-ended free response

Survey Design

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.

Survey Flow

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

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:

  • Conditional questions

  • Question branching

  • Randomization

  • Question piping

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:

  • CRM systems

  • Social media platforms

  • E-commerce tools

  • Email marketing tools

Some tools can also be embedded on a company website for customer feedback.


Some survey tools offer a handful of automation features, including:
  • 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.

Survey Distribution

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:

  • Survey logic

  • Data exportability

  • Reporting & Analytics

  • Custom logos/branding

  • Question types

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)

  • Research studies

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

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.

Pricing Information

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.

Survey & Forms Building Products

(1-25 of 126) Sorted by Most Reviews

NAVIK ConceptAI is an AI enabled rapid concept testing tool for marketers and researchers. Guided research design, easy panel selection, and advanced analytics provide clear Go / No Go results.
FormFast is an eForms, eSignature, and workflow automation system for the healthcare industry. It allows users to standardize data capture and document handling procedures, with the goal of increasing operational efficiency at hospitals.
Glow offers an easy-to-use platform that allows you to create your own surveys, analyse the data and share the insights with who you want. In addition to the survey creation tool, the vendor also offers: Proven research/feedback methodology kits, access to a variety of audience methods, a powerful…
InfoScout OmniPanel
Numerator offers InfoScout OmniPanel for retailers, allowing surveys for customer satisifaction, sale or promo research, brand and new product research, and other topics which may benefit from behavior triggered segmented customer surveys.
Axonator is a mobile form app which lets you create mobile-ready forms that will automate your existing business by replacing paper forms with a well organized and simple digital system. According to the vendor, Axonator allows you to collect data in real time using custom designed forms from an And…
MemberInsight is a customer data collection and survey tool for clubs and associations, and a Jonas Software company.
Collect is a mobile based data collection and analysis platform, which is used by organizations in 50+ countries for a number of field data collection activities including face-to-face interviews, store audits, opinion polls, exit interviews, consumer research, mystery shopping and more. While secto…
Netigate is an online survey software focused on assisting users with customer satisfaction, employee engagement, and market research. According to Netigate, their survey platform is trusted by 3,500 of the world's leading brands—such as Electrolux, Ericsson, Vodafone, E.ON, DB Schenker, and Spotif…
Survio, a company in the Czech Republic, provides a free tool for building online survey. The vendor states the product provides plenty of ready-made survey templates, layouts and styles, and that the user can create a new survey with professional content in a few clicks. Users can view collected re… is presented by the vendor, Neticle, as a professional survey creator and customer review analyser that understand and analyses long textual answers. They state that it has analyzed and quantified 14.7 million customer feedback and survey answers for more than 170 clients.
Engageform by 4screens
Engageform is an interactive content creation platform. Users can quickly create viral quizzes, surveys and polls. Users can also generate leads, drive social traffic to their website and get feedback from their customers. According to the vendor, users can also create Buzzfeed like quizzes and enga…
EmailMeForm is a survey and form building platform with capabilities such as payment integration and advanced reporting.
Caldera Forms
Caldera Forms is a different kind of WordPress form builder. The vendor states that with its intuitive drag and drop interface, it’s never been easier and less stressful to create forms for a WordPress site that looks awesome on any device. The visual editor simplifies form building for WordPress. S…
Ninja Forms
Ninja Forms is a free drag-and-drop WordPress form builder plugin for both beginners and advanced developers. What comes with the free version Ninja Forms: Regular updatesDedicated supportCustomizable form templatesFully responsive, SEO, & mobile friendly formsBeautifully matches your theme’s …
Insocial - Feedback Solutions
Measure moments that matter Insocial provides multiple ways of gathering feedback via different survey skins (surveys designed for any device) and invite methods across different channels (such as email, SMS, livechat, social media and even chatbots. With business rules and a connection to a CRM sys…
Surveysensum is designed to allow users to turn Customer Feedback into actionable insights with AI-Enabled Customer Experience Management Platform.The vendor states they aim to empower the businesses to conduct interactive, efficient, and surveys seamlessly, to gather qualitative feedback and unders…
iPerceptions is a global leader in Voice of the Customer and audience solutions that are designed to help the world's most respected brands become customer-centric organizations. iPerceptions’ Enterprise-Class Customer Analytics platform collects, analyzes and predicts customer feedback to boost the…
Plerdy is a multi-functional SaaS solution designed to improve conversion on websites. According to the vendor key business features and benefits include: Plerdy Heatmap is a set of SEO tools that allow you to see how users click, scroll, and navigate your website. With this product, you will get a…
CustomerGauge is a software-as-a-service platform that helps clients improve customer experiences. The system automatically measures and analyzes feedback. Some key features include: Net Promoter Score, In-depth Loyalty Analytics, and Hierarchy Based Research.
Ungapped is a platform for email marketing, invitations, surveys, signup forms, and text messages. Users can create mailings, newsletters and invitations. This solution includes ready to use templates, and has a drag and drop editing tool. The survey tool allows users to produce and publish survey…
Cheetah Experiences
Cheetah Experiences (formerly Wayin), now from Cheetah Digital (acquired July 2019) is a zero-party data collection tool, providing engaging quizzes, polls, or contests to collect user and brand fan data.
TalentMap provides users with surveys to understand and measure employee engagement.
ManyContacts is an attention-grabbing contact form sitting on top of your website that converts visitors into leads. It helps at freelancers and SMBs get more leads, bloggers grow their email list and e-Commerce owners sell more products. The bar is currently installed on more than 10,000 websites…
Form Builder
Form Builder enables businesses to survey their users, create and grow mailing lists or collect new sales leads. This tool is customizable and edits can be made from a webpage.
Blue Enterprise Surveys
Blue® is an enterprise-class survey creation and management system that leverages a company’s data for full automation. Completely flexible and scalable, Blue is the best fit for organizations with ever-expanding survey needs. As an all-in-one solution, Blue provides survey and report customization,…