Top 5 Online Survey Tools Compared [2022 review]

Discover, compare, & choose the best online survey tool for your business

Online surveys are a great way of collecting customer feedback. Surveys can be used to find out how customers feel about your products or services, and how your business is performing. Surveys are also a great way of collecting valuable information that you can use to enhance your business, or even use to improve your marketing campaigns.

If you didn’t know already, online surveys are one of many ways entrepreneurs and businesses can engage with customers to gain feedback from them. Gaining feedback from an online survey isn’t the only use though, you could use a survey tool to:

Gain new or existing feedback about your products

Customer experience considerations

Customer service feedback

Examine the Net Promoter Score

Employee satisfaction

Run successful advertisement testing

+ many more!

Throughout my blog I am not trying to say that online surveys are the go to solution because there are other ways of gathering insights without asking consumers directly. Online surveys are one of many solutions and methods that can help you to gather information from the general public.

When I started in the market research industry it used to take forever to receive online survey results back from suppliers, making it a very tedious process. With advancements in technology, online tools make it easy to create and send surveys within minutes. However, with technology there is an endless number of online survey platforms that exist and claim to be the best. Choosing the correct online survey provider for your needs can be more challenging than actually thinking about the questions you want to ask. Even though I come from the market research industry it is still tricky to differentiate between which is the best and worse.

Whilst making an online survey could be classed as an easy task, actually crafting survey questions to deliver the required insights you are interested in can be difficult. So, you need a software that can help you, lets go through the top 5 online survey tools I would recommend checking out. Its important to note, the top 5 is in no particular order, it’s a list of the top 5 I would recommend approaching 😊

Like many SaaS operations, when looking at any online survey tool, you can choose between the free or paid option. If you’re looking to survey a small number of customers and you don’t require any geeky analysis, you may be okay with a free version.

Usually the paid versions offer added capabilities such as:

Survey logic - uses information from previous answers to dictate the following questions.

Export data - Many tools won’t let you export your data unless you use the paid version.

Custom logo - Paid versions let you get rid of the tool’s logo and instead add your own.

More question types - Most free survey creators offer plenty of question options, like multiple choice radio buttons, drop downs, rating scales, etc. Usually paid versions offer even more options.


First up and out of the bag is Typeform who offer a conversational online survey platform. Like when we text, go on Whatsapp and communicate with people. Its traditionally in a conversational manner which is why Typeform offers something different to other survey platforms.

Typeform offers a variety of question types, including short text responses, long text responses, dropdowns lists, dates, multiple choice, picture choice, question groups, yes/no questions, ratings, opinion scales, and more.

You can try the tool for free and like many other online survey tools, paid versions range from £28-£55.


SurveyGizmo is an advanced survey tool that analyzes each of your surveys based on its accessibility and how long it will take people to complete. It’s a slightly different model to many other survey tools, offering advanced analytics for those who want to push the boundaries.

They have in my opinion a complex pricing structure but the main prices you should focus on range from £22 - £103. As always, each offer different capabilities so ultimately it really depends on your needs.


SurveyMonkey are everywhere at the moment and for all the right reasons. You might remember that SurveyMonkey was recently purchased by Zendesk and even changed its group name to Momentive AI. I was lucky enough to speak with Momentive about their successful rebrand. An interview covering all of the steps they went through, to create a brand new identity that underpins their different solutions such as Survey Monkey and Get Feedback. Whilst SurveyMonkey are pivoting onto new and exciting market research solutions, they have invested heavily into the user experience and design of their online survey platform. You can create a simple survey in minutes, then share the link or embed it directly on your site. They also have a range of pre-set survey templates that someone can pick and choose from. For example, if you are an event manager or a customer experience manager, there is a survey for you to copy and use.

As many other online survey tools, SurveyMonkey offer a free version as a starting point and their pricing ranges from £25 - £99.


QuestionPro offer unlimited surveys and responses. Sounds good doesn’t it?

However, whilst its easy to use, in my opinion, it can be very clicky in comparison to some of the other competitors mentioned. I have created multiple surveys using QuestionPro and the system has crashed a number of times. Having said that, the product offers affordable prices for users which is very competitive in the market. Using their design templates you can design a professional-looking, customised, and branded surveys complete with corporate logo and themes. You can also share surveys with respondents whether offline or online as well as deploy surveys in multiple ways such as through social media, email, mobile and QR codes.


SoGoSurvey don’t just offer surveys, they are an all-in-one experience management platform. Within their product suite they have designed an online survey tool that enables an entrepreneur, marketeer or researcher to create a well designed survey. What I really like about SoGoSurvey is their customer service which is available to any user even on a free account who are entitled to 24/7 email customer service.

Which is the Best Online Survey Tool?

As I have shown, picking the best online survey tool really depends on your business needs and budget. So, lets go through a couple of scenarios:

Looking for a cheap and cheerful solution: QuestionPro

Looking for something more conversational: Typeform

Looking for something with some great analytics: SoGoSurvey

Looking to use pre-existing templates created by market researchers: SurveyMonkey

Looking for some geeky survey tricks: SurveyGizmo

Like I’ve mentioned, every single online survey tools have their own advantages so you need to think about what you really need from it.

Let me know if you have any questions and let me know in the comment box below what online survey tool you have been using?

Share your top picks!

The ResearchGeek

Jake Pryszlak

Market researcher | Speaker | Podcaster