10 Best Survey Tools For Small Businesses

We live in an age where data rules and surveys have emerged as effective tools for collecting important insights. Surveys are two-faceted tools for small businesses, they collect insights from existing customers, prospects, churning subscribers, employees, or even anonymous testers and help in having more direct communication with prospects.

So what exactly are survey software tools?

Online survey software is a digital tool that facilitates the creation, distribution, and analysis of online surveys. A survey is useful whether you’re a small startup seeking to know your customers better or a team lead looking forward to learning more about your employee’s experiences.  

In this extensive blog post, I’ll be sharing with you some of the best survey tools catering to the needs of small businesses. The list shared in this article has survey tools that will be idle for different industries and requirements of a business.

Let’s begin

Top 10 Online Survey Tools

So before I begin with the survey tools, it’s important to understand the criteria for selecting the perfect choice for your business. 

Here are the criteria I considered when considering survey software for this list:

  • Flexibility: The best survey tools offer a range of question types, such as multiple choice, short answer, or rating scales. Customization options are essential for tailoring questions to your audience, ensuring you gather the precise information required. Additionally, tools with generative AI capabilities are advantageous.
  • Logic and Branching: A robust online survey platform incorporates logic features like branching, directing respondents to subsequent questions based on their previous answers. Advanced scripting capabilities are also desirable for users seeking more control over survey design.
  • Data Analysis and Export: Effective survey tools facilitate easy data analysis and exportation in commonly used formats like CSV, Excel, and PowerPoint. Some users may require SPSS export support for more advanced analysis. Integration options, including built-in integrations and compatibility with Zapier, enhance analytical versatility.
  • Customization Options: The ability to customize survey design, branding, and template variety is crucial for reflecting individual or brand identity within surveys.
  • Scalability: Considering future scalability is vital. Selecting a survey tool capable of accommodating business growth ensures agility and adaptability, particularly for fast-growing startups.

So after considering all the factors here are the survey tools for small businesses to collect important insights from prospects, leads, and customers.

1. Survicate ( Best all-in-one Survey Tool)

Survicate - Best online survey tool

Survicate is a versatile survey solution designed for crafting and dispersing surveys tailored to your specific needs. Its capabilities extend to generating event-triggered surveys such as Customer Effort Score (CES) post-onboarding, Customer Satisfaction (CSAT) post-issue resolution, or Net Promoter Score (NPS) surveys following purchases.

What sets Survicate apart is its skip logic feature, enabling the creation of custom respondent paths based on their answers. With over 125 survey templates, Survicate streamlines the survey creation process, saving valuable time.

Notably, Survicate excels in targeting website visitors and app users alike, allowing seamless embedding of surveys on your company website and within mobile apps. Its mobile app survey functionality caters to both Android and iOS users, ensuring comprehensive coverage.

Key Features:

  • Intuitive drag-and-drop creator facilitates quick survey creation without the need for coding.
  • Automate feedback collection through recurring surveys for continuous insights.
  • Seamlessly integrate with popular tools like ActiveCampaign, Amplitude, Drip, FullStory, and Google Analytics.

Pricing Plans – Survicate offers a 10-day free trial and three premium plans priced at $53/month, $117/month, and an enterprise option customizable to your specific requirements.

2. SurveySparrow (Best for Advanced Surveys)

SurveySparrow - Popular survey tool

SurveySparrow stands out as an omnichannel experience management solution revolutionizing feedback acquisition and utilization. Acknowledging the traditionally lackluster engagement with surveys, SurveySparrow endeavors to make the survey experience more intuitive and conversational.

What makes SurveySparrow a compelling choice for businesses is its robust reporting module and comprehensive dashboard. The reporting feature facilitates the contextualization of collected data, with options to apply filters based on various factors, ensuring precise insights.

SurveySparrow empowers organizations to design surveys that are natural and engaging, eliciting honest and authentic responses crucial for understanding employee and customer sentiments. By improving experiences and informing decisions, SurveySparrow drives tangible outcomes.

Key Features –

  • Multilingual support enables effortless translation of surveys for global audience engagement.
  • Craft personalized themes and enhance the design with custom CSS.
  • Smart, contextual AI assistance streamlines survey creation, data analysis, and workflow automation.
  • Simplified setup of automation to connect surveys with internal and external workflows.
  • One-click integrations with popular apps facilitate seamless data exchange.

Pricing Plan: SurveySparrow offers a 14-day free trial for exploration, followed by personalized pricing plans tailored to individual business requirements upon contacting the team for full accessibility.

3. Fairing (Best for Post-purchase Surveys)

Fairing - Best survey tool for eCommerce

Formerly known as Enquire Labs, Fairing emerges as the go-to survey tool for ecommerce ventures seeking to enhance attribution through customer surveys. Trusted by over 2500 brands, including direct-to-consumer (DTC) businesses, Fairing strategically navigates and optimizes marketing spend based on valuable insights.

Fairing offers unparalleled actionable consumer insights, surpassing the output of most survey tools. Its ability to deploy a series of questions within the post-purchase experience and appending responses to customer order data empowers businesses to leverage insights across their marketing stack.

A notable feature is its “How did you hear about us?” survey, a significant innovation for enhancing marketing return on investment (ROI). Additionally, Fairing grants access to proprietary data on attribution, personalization, and conversion rate optimization (CRO), enabling a deeper understanding of customers.

Key Features –

  • Seamlessly integrates survey responses with Shopify customer and order dashboards.
  • Offers robust API and integrations with platforms such as Triple Whale, Klaviyo, and Google Sheets.
  • Target specific questions based on customer segmentation, including new vs. returning customers, product purchased, or geography.
  • Launch over 25 pre-built post-purchase questions with a single click.

Pricing Plans – Fairing adopts a dynamic pricing model, ranging from $49/month to $499/month based on monthly order volume, accompanied by a 14-day free trial period.

4. Jotform (Best for Automating Survey Process)

Jotform survey tool

Trusted by over 20 million users, Jotform Enterprise provides a comprehensive solution for easily creating and distributing surveys to gather feedback efficiently.

Jotform’s efficiency lies in its streamlined survey automation process and extensive library of pre-built templates for quick survey creation. Collaborative survey crafting in a shared workspace further enhances productivity.

To ensure streamlined access for every team member, Jotform allows the establishment of various permissions and roles. Workflow automation tools expedite processes by generating reports based on survey responses and sending custom notifications to ensure task completion.

Key Features –

  • Create professional-looking forms without coding using Jotform’s Online Form Builder.
  • Seamlessly integrate with email marketing services, CRMs, cloud storage apps, and more via Jotform’s 150+ integrations.
  • Collect ACH payments with no additional transaction fees.
  • Implement conditional logic for creating smarter survey forms.
  • Enable users to save responses and return to complete submissions later.

Pricing Plans – Jotform offers a free plan with 5 forms and 100 monthly submissions. Paid plans start at $39.99/month (Bronze) with 25 forms/surveys and 1,000 monthly submissions, scaling up to $129/month (Gold). The annual billing option provides up to 20% savings.

5. SurveyMonkey (Best for AI-Powered Survey Creation)


SurveyMonkey, a global leader in survey software, has facilitated over 20 million questions, catering to diverse audiences including employees, customers, and target markets.

Notably, SurveyMonkey’s integration of AI technology through its ‘Build with AI’ feature expedites survey creation by automating the process based on prompts provided by users. This feature generates respondent-friendly surveys capturing high-quality, actionable data, regardless of feedback goals.

SurveyMonkey’s AI capabilities enhance efficiency for small businesses while eliminating the need for additional survey creation tools.

Key Features –

  • Access to 250+ expert-written and customizable survey templates.
  • Global panel for collecting valuable market insights.
  • Response analysis via simple or advanced dashboards.
  • Custom variables for embedding names or customizing questions.
  • Integrations with MailChimp, HubSpot, Zoom, and more.

Pricing Plan – SurveyMonkey offers a free plan with basic features. Premium plans start at $25/user/month and $75/user/month, with customizable enterprise options available after consultation with their sales team.

6. SurveyPlanet (Best for Unlimited Questions)


SurveyPlanet offers a robust online survey service tailored to businesses, organizations, and individuals seeking a reliable survey software solution. With its intuitive drag-and-drop editor and user-friendly survey creator tools, SurveyPlanet empowers users to create professional surveys without technical knowledge or coding skills swiftly.

What makes SurveyPlanet stand out is its extensive library of pre-written surveys, providing over 90 survey templates with ready-made questions. This feature proves invaluable for users seeking guidance in survey creation, enabling them to expedite the process with sample questions or customize them as needed.

Despite not boasting the same level of sophistication as other options, SurveyPlanet offers unlimited responses and questions for free, making it a solid choice for various surveying needs.

Key Features –

  • Free survey maker featuring a wide variety of pre-made themes for enhanced survey aesthetics.
  • Seamlessly integrate images into questions, opening, and closing messages.
  • Create responsive survey designs compatible with devices, tablets, and desktop computers.
  • Support for multilingual surveys to cater to diverse audiences.
  • Utilize pre-built survey templates as-is or combine them with custom questions for tailored surveys.

Pricing Plans – SurveyPlanet is free to get started. Premium plans are available at $20/month or $80/year, with an Enterprise plan priced at $350/year, providing access to advanced features and capabilities.

7. Fillout (Best for AI-generated Surveys)

Fillout Survey Tool

Fillout presents an exceptional survey software option for SMBs, leveraging advanced AI technology to streamline survey creation. Trusted by over 27,000 organizations, Fillout offers a secure platform for building forms, surveys, and quizzes.

What sets Fillout apart is its intuitive AI-generated survey feature, allowing users to initiate survey creation simply by providing a prompt. With a variety of question types available, including checkbox, picture choice, and ranking, Fillout ensures versatility in survey design.

Notably, Fillout’s AI capability excels in accuracy, precisely following user instructions for survey generation. The platform offers real-time analytics, customizable charts, and seamless integrations with notable apps like Google Sheets, Airtable, and Notion, enhancing survey effectiveness.

Key Features –

  • Intuitive AI-generated survey creation based on user prompts.
  • Variety of question types including checkbox, picture choice, and ranking.
  • The summary page displays visual data and customizable charts.
  • Real-time analytics with metrics like finished submissions and completion rates.
  • 40+ highly customizable question types for versatile survey design.

Pricing Plans – Fillout has a forever free plan that has all the important features. Also, the survey platform can be scaled with premium plans that will cost $15/month, $40/month, and $75/month.

8. Responsly (Best for Advanced Corporate Surveys)

Responsly Survey Tool

Responsly provides a plug-and-play solution ideal for businesses seeking efficient survey deployment, focusing on advanced corporate surveys. While suitable for rapid survey creation for any user, Responsly offers industry-specific templates catering to sectors such as hospitality, dining, and wellness.

Customization options abound with Responsly, offering nearly 20 trendy themes for survey aesthetics, along with the flexibility to create or customize themes to align with brand identity. The platform facilitates versatile survey-sharing options, including embedding surveys in apps or websites.

Key Features –

  • Powerful builder featuring a user-friendly editor for seamless survey creation.
  • Fully customizable themes to reflect brand identity.
  • Real-time results and advanced analysis capabilities for actionable insights.
  • Support for transactional and recurring surveys.
  • Integration options for embedding surveys in web and mobile apps.

Pricing Plans – Responsly offers a free starting point, with premium plans starting at $49/month, providing access to additional features tailored to advanced surveying needs.

9. QuestionPro (Best for Advanced Survey Logic and Scripting)


QuestionPro stands out as an advanced survey solution tailored for small businesses, offering robust features like question branching and custom scripting. While it provides basic survey logic, its support for custom scripting grants users greater flexibility, particularly those with coding expertise.

For instance, users can script functionalities like creating question pools and randomly selecting questions for respondents, useful for A/B testing and mitigating survey bias.

The versatility of question types is another highlight, offering not only standard options like multiple choice and rating scales but also advanced features like card sorting and stopwatch questions for mobile users.

Key Features –

  • Over 350 survey templates and 30+ question types for diverse survey needs.
  • Customizable dashboards with real-time sentiment analysis.
  • ISO-compliant survey platform ensuring enhanced security.
  • Integration options like APIs and FTP sync for seamless marketing automation.
  • Access to 20+ professional survey themes for enhanced customization.

Pricing Plans – QuestionPro’s free version offers 200 responses per survey and 30 question types. Premium plans are available at $99/user/month and $83/user/month. For additional features, users can opt for the Research Edition plan with custom pricing tailored to business requirements.

10. HubSpot Forms (Best for Email Campaign Surveys)

HubSpot Forms

HubSpot, renowned for its CRM capabilities and inbound marketing methodology, also offers a versatile survey tool within its suite.

HubSpot’s form builder simplifies survey creation with its intuitive drag-and-drop interface, enabling users to craft surveys effortlessly. With over 1,000 form fields and various field types, users can customize forms to suit different target audiences.

What sets HubSpot Forms apart is its seamless integration with the HubSpot ecosystem, allowing data collected through surveys to flow seamlessly into the CRM. This integration streamlines lead management, enabling personalized engagement through calls, tasks, and automated emails.

Key Features –

  • Create conversion-ready forms quickly with a user-friendly drag-and-drop form builder.
  • Seamlessly integrate survey data with HubSpot CRM for streamlined lead management.
  • Customize forms without technical expertise with various field types and customization options.
  • Build website forms that connect directly to HubSpot CRM for enhanced data management.
  • Automate follow-ups with leads through personalized emails and notifications.

Pricing Plans – HubSpot Forms is free to start, with premium plans available through HubSpot’s Marketing Hub for scaling software capabilities.

Wrapping Up

Each of these survey tools brings distinct benefits to small businesses. While starting with their free plans might seem economical, it’s essential to consider scalability as your business expands.

Regardless of your choice, your survey platform should encompass essential features like diverse question types, dynamic logic, templates, and robust data analysis capabilities.

Collecting surveys is merely a part of expanding your business; you’ll also require various other solutions to address different business needs. Here are some recommendations to explore –

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