Best 11 Free & Paid Survey Tools for Effective Insights in 2024

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    Home / Growth / Best 11 Free & Paid Survey Tools for Effective Insights in 2024

    Doing surveys is crucial in understanding your customers' satisfaction and the problems that they face. You need to be able to find the right way to collect feedback through surveys.

    In order to do so, using third-party tools will give you all the abilities that you need.

    With so many survey tools available on the market today, you might be struggling with wondering and deciding which survey tool to choose. 

    To help you decide on the best tool for you, this list of 11 free & paid survey tools will provide effective and valuable insights.

    Those tools are:

    1. UserGuiding
    2. HubSpot Forms
    3. SurveyMonkey
    4. Qualroo
    5. ProProfs Survey Maker
    6. Google Forms
    7. Formstack
    8. SoGoSurvey
    9. Jotform
    10. AskNicely
    11. Nicereply

    But, before beginning to talk about the best ones for you, let’s find out what exactly makes a good survey tool.

    What makes a survey tool good?

    good survey tool

    A few important things to think about when choosing your survey tool include:

    1. Data Analysis

    The tool should make it easy for you to understand what your survey data is telling you. In other words, the interface should be simple and intuitive enough so anyone can use it without needing a PhD in statistics.

    2. Multiple Languages

    Most advanced survey-making tools allow you to translate your surveys into several languages. This awesome feature should be on any serious survey-making platform.

    3. Ease of use & Low learning curve 

    A good online survey tool should have user-friendly features so even non-tech savvy people can start using it right away without getting much training or instruction. You don't want to waste time exploiting resources for something as simple as creating a survey! 

    4. Third-Party Integrations

    It’s a good idea to look for tools that allow you to integrate with your third-party business tools.  A good survey tool will integrate and collaborate with a variety of third-party services to make data gathering even more seamless.

    5. Randomization

    When you create your survey, it’s extremely important to have an algorithm that will randomize the participants. This is especially important for business surveys since you’ll be able to avoid bias by counterbalancing questions and answers from respondents.

    6. User Segmentation

    User Segmentation allows you to send specific surveys to particular segments of your audience. This can help you collect data from a variety of customers, giving you various perspectives on their experiences.

    For example, you can create polls only visible to new visitors, returning visitors, or visitors from a specific location.

    11 Best Survey Tools

    1- UserGuiding

    UserGuiding is an onboarding tool that allows you to create easy NPS Surveys and various other types of microsurveys with user segmentation.

    What separates UserGuiding from the other tools on the list is that it is an all-around user onboarding tool rather than a sole survey tool. 

    The advantage of UserGuiding is that it allows you to run surveys while also helping you provide an excellent user onboarding experience.

    Using this tool’s surveys feature, you can have a better understanding of the success of your product and the onboarding.

    Different situations need different surveys, and most onboarding tools only provide NPS. UserGuiding allows you to create tailor-made surveys for all necessary occasions.

    In this regard, by helping you segment different user groups, UserGuiding helps you improve your process for a better customer experience and also makes sure you are doing well through the surveys.

    Here is the UserGuiding Emoji rating survey on the dashboard:

    Creating surveys with UserGuiding is easy. You simply type in your question types while you see the survey preview on the same screen, and set the rules for it. Then, you are ready to roll out a new engagement element - aka, surveys.

    Also, UserGuiding doesn't restrict the number of replies you get so that you can get actual insights about what your users think and do.

    Here is UserGuiding’s pricing:

    Basic Plan: $89/month when billed annually with up to 2,500 MAUs

    Professional Plan: $389/month when billed annually with up to 20,000 MAUs

    Corporate Plan: $689+/month when billed annually with custom MAUs

    2- HubSpot Forms

    HubSpot Forms Survey Tool

    HubSpot Forms makes it easy to send surveys and gather feedback from your customers. It's easy to use and can be added to any website or used as a standalone form page.

    Surveys can be designed and sent through email and on your website. The program will also help you choose the correct survey style and track your surveys, allowing you to improve your customer experience continuously.

    Use a Net Promoter Score (NPS) survey to track customer loyalty over time, Customer Effort Score (CES) surveys to see how easy it is for consumers to receive the help they need or send Customer Satisfaction (CSAT) surveys to see how satisfied the customers are at different phases of the customer journey.

    You could also integrate all your customer feedback into a single dashboard so that your entire team can easily track all the changes in customer satisfaction over time.

    Another benefit is that everyone who completes your form is instantly sent to HubSpot CRM, entirely free. Setting reminder tasks, calling the respondents, or sending them a tailored email can help you develop a better connection with each one of them.


    HubSpot Forms is included in their free tier plan for the marketing hub.

    3- SurveyMonkey

    SurveyMonkey Survey Tool

    With over 40 million registered customers, SurveyMonkey is one of the most popular survey solutions. It provides a comprehensive questionnaire-building solution along with metric analysis tools.

    It enables people who don't know how to code to build complex question sets and then process the replies quickly and simply. It also allows users to get the data they need to make informed decisions in order to improve their business. At the same time, it makes it possible to share their feedback with partners, clients, and employees. 

    You can sign up for free and create a survey within minutes.

    However, until you sign up for a paid option, you won't be able to view the data collected in CSV or Excel XLS. If you expect more than 1000 responses each month or want to use the advanced branching and pipeline capabilities, the price will go up even more.

    If you're looking to save time building surveys, SurveyMonkey makes it easy for you to select from their vast library of questions, drag and drop them into the survey interface, and configure your layout. Then you can use their API to export results right into a popular business software for advanced analysis.

    SurveyMonkey’s support is helpful and responsive. You can contact them 24/7 by email, and they usually get in touch with customers in under an hour.

    There are many pricing tiers to choose from, with Team Advantage being the most affordable. It provides you with complete control over survey distribution, team analysis, a common asset library, custom visuals, and data exporting.

    Benchmarks, industry tools, and multilingual surveys are included in the next tier, Team Premier.

    Enterprise package includes additional security and compliance features, as well as admin management and migration if needed.


    Individual Plans:

    • Basic: Free forever
    • Standard Monthly: €39 / month 
    • Advantage Annual: €38 / month
    • Premier Annual: €99 / month 

    Team Plans:

    • Team Advantage: €30 / month 
    • Team Premier: €75 / month
    • Team Enterprise: Custom 

    An enterprise plan enables you to take multilingual surveys and apply advanced survey logic.

    4- Qualaroo

    Qualaroo Survey Tool

    Because of their Qualaroo NudgeTM feature, Qualaroo is a top choice for online survey creation.

    The questions are professionally targeted using ‘Nudges,' and the replies are analyzed using Sentiment Analysis. This is powered by IBM Watson, a sophisticated natural-language processing AI that provides valuable user insights.

    The NudgeTM is a feature for asking polite questions without being intuitive or irritating, allowing you to gather real-time information through various channels. You can target your audience based on who they are, where they are, when they visit, how often they visit and other factors.

    NudgesTM can be used in mobile applications, tablets, mobile browsers, and any website. You can also generate a NudgeTM as a one-of-a-kind link that you can send by email, chat, and so on.

    Furthermore, its integration with IBM Watson's Natural Language Understanding also provides analysis of your audience's sentiment, especially how they feel, which can help you figure out why they make a specific decision.


    • Free Plan: Free (for up to 50 responses)
    • Business Plan: $19.99 / 100 responses per month when billed annually

    5- ProProfs Survey Maker

    ProProfs Survey Tool

    ProProfs Survey Maker is another easy-to-use survey tool. It is both simple and feature-rich and allows you to build engaging surveys, share them via email and social media, and embed them directly on your website.

    ProProfs Survey Maker makes survey creation a snap with its 100+ survey templates and 1,000,000+ question library.

    Moreover, its advanced AI-powered reporting system provides valuable information on who took your survey, when it was taken, and how the respondents answered.

    This tool is all you need to help you provide a great and simplified survey experience to your respondents, regardless of who your target audience is or which platforms they use.


    • Free Plan: Free (for up to 50 responses)
    • Business Plan: $19.99 / 100 responses per month when billed annually

    6- Google Forms

    Google Forms Survey Tool

    Google Forms is a free online survey tool that allows you to quickly and simply create surveys using a drag-and-drop interface. 

    When creating a survey, you can even add logic flow to get different responses from the same individual based on their previous answers to a given question in order to gain further insights into how individuals make decisions and what drives them towards it!

    You can also get real-time response data and charts from the platform. The acquired information may also be synchronized with other Google products, which is an added advantage.

    You can compile everything into a spreadsheet and use Google Sheets to analyze the information. One of Google Forms' best features is the possibility to collaborate. You can give anyone across the globe edit access with ease.


    Google Forms are free to use.

    7- Formstack

    Formstack Survey Tool

    Formstack is an excellent example of a survey product with a broad spectrum.

    It can be used for simple customer feedback panels on websites and social media platforms or for designing detailed surveys, depending on the user's needs. 

    This product provides a wide range of customization options to its users, including data analysis. The dashboard offers an easy way to analyze results and create charts easily. You can add logic flow for different questions depending on respondents' previous answers, checking out which questions stimulate them the most.

    It integrates seamlessly into other sales management tools so that organizations can process leads as well as monitor conversion rates.


    • Forms: $50/month when billed annually
    • Documents: $92/month when billed annually
    • Sign: $18month when billed annually
    • Suite: $191/month when billed annually
    • Enterprise: Custom quote.

    8- SoGoSurvey

    SoGoSurvey Survey Tool

    SoGoSurvey is an excellent choice for businesses seeking a cost-effective survey solution with advanced data analytics.

    It provides ‘survey banks' with a variety of template options and built-in type questions.

    This simplifies the process of creating a survey form. When you've completed the survey design, you’re allowed to distribute and publish your surveys across different platforms. Finally, you can use live reports to analyze and discuss your findings.

    The great thing is that you can get survey templates for almost any industry, including customer retention surveys, event surveys, feedback forms, and more.

    You can also link its API to your CRM system to automate your feedback process.

    Furthermore, the NLP (Natural Language Processing) function analyzes text answers automatically, allowing for more efficient customer service.

    Moreover, its data analytics tool monitors user response sentiment so that user behavior can be easily understood. You can also alter your questions to extract precise feedback using its Net Promoter Score (NPS).

    Users on the free plan are provided with unlimited surveys and 200 respondents, 100 per survey, with a long list of basic features and reporting. Additionally, their data exporting options are free, including CSV, Word, and HTML. 


    • Plus Plan: $25/month
    • Pro Plan: $66/month
    • Premium Plan: $99/month

    It also provides a freemium plan with basic features. 

    9- JotForm

    JotForm Survey Tool

    JotForm is a popular online form builder tool that is widely recognized for its ease of use and intuitiveness.

    JotForm combines strong capabilities in its online form with pretty good analytics and integrations. As a result, JotForm is a great tool for generating leads, sending out surveys, collecting payments, and more.

    The default JotForm forms have an enjoyable and easy-to-use overall layout and design.

    However, customizing options are restricted, and pricing structures are found to be prone to frequent changes. Furthermore, logic branching is insufficiently sophisticated to deal with complicated requirements.

    However, their customer service is poor in quality, and you may not receive a response, especially if you are a free user.


    • Starter: Free.
    • Bronze: $39/month
    • Silver: $49/month
    • Gold: $129/month

    10- AskNicely

    AskNicely Survey Tool

    AskNicely is a feedback software that focuses on helping you gather feedback and ratings in real-time.

    By allowing you to ask for survey results at the right moment utilizing their deep insights, this tool aims to create a conversation rather than an interrogation.

    The ability to collect real-time data based on the Net Promoter Score is AskNicely's unique selling feature (NPS). This application was created to measure NPS, which is a great way to assess the strength of a business's customer relationships.

    Salesforce, Hubspot, Slack, Zendesk, MailChimp, and Zapier are just a few of the customer workflow options that it integrates with.


    The price information on AskNicely's website is not available, but you can schedule a demo to learn more.

    11- Nicereply

    Nicereply Survey Tool

    Nicereply is an all-in-one customer feedback platform designed to help businesses capture and analyze customer responses at every step of the journey.

    Industry veterans developed it with extensive experience in business analytics and monitoring. The main aim was to create a very flexible option that could be used by almost any company, no matter their size or budget.

    The real value of Nicereply lies in its ability to significantly reduce the barriers between gathering customer feedback, analyzing it, then using that information to make improvements. 

    With a few clicks, simple surveys can be created that capture detailed insights about customers and their behavior and how well a business is doing. 

    Its easy-to-use interface provides businesses with a seamless experience no matter their level of technical expertise. It also comes with a strong reporting tool.

    You may also use the ‘Customer Effort Score' to assess surveys in order to figure out why and where consumers are experiencing trouble with your goods or services. Use its Net Promoter Score to identify and cultivate your most loyal consumers.

    It comes with various themes and colors that can be customized to match your logo and branding. Without any coding experience, you can use all of the customization features.

    Using NPS ratings, statistics, and trends, the Nicereply dashboard provides a birds-eye perspective of the team's performance. It also enables you to send surveys to certain people at specified times in order to get authentic responses.


    • Starter Plan: $59/month when billed annually
    • Essential Plan: $119/month when billed annually
    • Growth Plan: $239/month when billed annually
    • Business Plan: $359/month when billed annually


    The best survey tools are the ones that provide the most accurate and effective insights. Whether you need to conduct an internal customer satisfaction survey or want to understand what your customers think of your latest product release, choosing a high-quality survey tool will help to ensure you get actionable feedback. We hope this list has made it easier for you to find the right tool!

    Frequently Asked Questions

    What is the best free survey tool?

    This highly depends on your needs for a survey. Unfortunately, there’s no one-size-fits-all when it comes to free survey tools. It’s a good idea to try out several options before deciding which one fits best for your needs.

    However, a good rule of thumb is that if a tool doesn’t have any paid plans, it might not offer you the necessary features and support to make your life easier in the long run.

    What is better than SurveyMonkey?

    This is something that everyone needs to decide for themselves. There’s no good or bad survey tool. Every tool has its pros and cons, especially when it comes to free options. Keep in mind that the best survey tool is the one that best fits your needs.

    You should also consider what you plan to use the app for and which industry you belong to. This will help you better assess whether a particular tool is worth your investment or not.

    Does Google have a free survey tool?

    Yes, Google does have a free survey tool called Google Forms.

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