The best survey tool depends on what you're asking and who's answering. SurveyMonkey suits most businesses, Typeform suits surveys that need to feel friendly, Google Forms and Microsoft Forms suit quick internal surveys, Tally suits simple forms, Qualtrics and Alchemer suit research-heavy teams, and SurveySparrow and Zoho Survey suit businesses that want conversational or joined-up surveys.
Surveys are one of the cheapest ways to stop guessing. Ask customers why they bought, why they left or what they wish you offered, and you'll write better copy, build better products and waste less on marketing that misses.
The tools below are well known and widely used. Some are quick and simple, others are built for serious research. I've focused on what each one is known for, so treat this as a shortlist and build the same short survey in two of them before you choose.
What should you look for in a survey tool?
- Question types. Multiple choice, rating scales, open text and ranking cover most business surveys.
- Logic. Skip logic and branching keep surveys short by only asking relevant questions.
- Design. A survey that looks good on a phone gets more completed answers.
- Reports. Clear charts and easy exports save time when you share results.
- Integrations. Sending answers to your CRM, email tool or spreadsheet lets you act on them.
- Privacy. Check data storage and consent options if you collect personal details.
Survey tools compared
| Tool | Best for | Stand-out feature |
|---|---|---|
| SurveyMonkey | Most businesses | Templates and question bank |
| Typeform | Friendly, branded surveys | One question at a time |
| Google Forms | Quick internal surveys | Links with Google Sheets |
| Microsoft Forms | Microsoft 365 users | Built into Microsoft 365 |
| Tally | Simple forms and surveys | Document-style builder |
| Qualtrics | Research and larger organisations | Advanced research tools |
| SurveySparrow | Conversational surveys | Chat-style surveys |
| Alchemer | Detailed research projects | Advanced logic and reporting |
| Zoho Survey | Zoho users | Links with the Zoho suite |
Plans and features change often, so check each vendor's current plans before you commit.
The best survey tools
1. SurveyMonkey
SurveyMonkey is one of the best-known online survey tools. It offers templates, a large bank of question examples, logic, reporting and integrations, and it's used by businesses of every size.
Who it suits: most businesses that want a dependable, familiar survey tool.
What stands out: the templates and question bank, which help you write questions that aren't leading.
Watch out for: the most useful features depend on your plan, so check what's included before you build.
2. Typeform
Typeform shows one question at a time in a clean, conversational layout. It covers surveys, quizzes and forms, with logic and integrations.
Who it suits: brands that want surveys to feel friendly and look on-brand.
What stands out: the experience for the person answering, which can help more people finish.
Watch out for: long, detailed surveys can feel slower one question at a time, so keep it focused.
3. Google Forms
Google Forms is part of Google Workspace. You can build a survey quickly, share it with a link and see answers in Google Sheets.
Who it suits: quick internal surveys, event sign-ups and simple customer questions.
What stands out: speed. You can build and share a survey in minutes.
Watch out for: design and logic options are basic compared with dedicated survey tools.
4. Microsoft Forms
Microsoft Forms is Microsoft's survey and quiz tool, built into Microsoft 365. Answers can flow into Excel and work with Teams.
Who it suits: businesses already using Microsoft 365 and Teams.
What stands out: convenience. It's already there for most Microsoft 365 users.
Watch out for: like Google Forms, it's built for simple surveys rather than detailed research.
5. Tally
Tally builds forms and surveys with a document-style editor: you type your questions as if writing a page. It includes logic, hidden fields and integrations.
Who it suits: solo businesses and small teams who want simple, good-looking forms fast.
What stands out: the builder. It feels like writing a document rather than filling in settings.
Watch out for: check reporting depth if you need detailed analysis inside the tool.
6. Qualtrics
Qualtrics is a research and experience management platform used by large organisations and universities. It covers advanced survey design, statistics and customer and employee experience programmes.
Who it suits: larger organisations and research teams with complex survey needs.
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What stands out: depth. Advanced logic, sampling and analysis are all available.
Watch out for: it's more than most small businesses need, and setup takes time.
7. SurveySparrow
SurveySparrow offers conversational, chat-style surveys along with NPS, customer feedback and recurring surveys.
Who it suits: businesses that want surveys to feel like a conversation and run on a schedule.
What stands out: the chat-style format, which can feel lighter for the person answering.
Watch out for: compare its reporting with your needs if you run large research projects.
8. Alchemer
Alchemer, formerly SurveyGizmo, is a survey platform known for advanced logic, customisation and reporting.
Who it suits: teams running detailed research or surveys with many branches.
What stands out: control over logic and question flow.
Watch out for: the options take time to learn, so it suits regular survey users best.
9. Zoho Survey
Zoho Survey is the survey tool in the Zoho family. It covers templates, logic, reports and links with Zoho CRM and other Zoho apps.
Who it suits: businesses already using Zoho tools.
What stands out: joined-up data. Answers can sit alongside customer records.
Watch out for: if you don't use other Zoho apps, compare it on its own merits.
How to choose the right survey tool
Most small business surveys are short: five to ten questions to customers or the team. For those, a simple tool such as Google Forms, Microsoft Forms or Tally is usually enough. If the survey is part of your brand experience, Typeform or SurveySparrow will make it feel better to answer.
If you're running research that shapes big decisions, such as a new product or a change to your offer, look at SurveyMonkey, Alchemer or Qualtrics for better logic and reporting. Whatever you choose, test the survey on your phone and send it to two friendly customers first.
And don't forget the last step: doing something with the answers. I've seen businesses collect brilliant feedback and then leave it in a spreadsheet. Pick the three things you'll change, tell customers you listened, and you'll find they're far happier to answer next time.
Before you build, read my guide on what to look for in a web survey tool. My survey question swipe file gives you questions to copy, the cancellation survey swipe file helps you learn why customers leave, and my SurveySparrow review goes deeper on one tool.
Building a tool in this space? Here's how tools get considered for my roundups.
Frequently asked questions
What is the best survey tool?
SurveyMonkey suits most businesses, Typeform suits friendly branded surveys, Google Forms suits quick internal surveys and Qualtrics suits detailed research.
How many questions should a survey have?
As few as you need. Short surveys of five to ten questions usually get more completed answers than long ones.
What's the difference between a survey tool and a form builder?
There's a lot of overlap. Survey tools focus on questions, logic and reporting, while form builders focus on collecting details such as orders, bookings and sign-ups.
Can I send survey answers to my CRM?
Yes. Most of the tools here integrate with popular CRMs and spreadsheets, either directly or through automation tools such as Zapier.
