Every successful marketing campaign begins with a deep understanding of your audience.

Online surveys have become an essential tool for both market research and marketing strategy, with 85% of professionals relying on them regularly to uncover customer insights and industry trends. 

With the right survey tool, analyzing consumer behavior, measuring brand perception, and validating product demand becomes seamless, turning raw data into actionable insights.

In this guide, we’ll break down the top marketing survey tools, helping you find the perfect fit to drive smarter decisions and gain a competitive edge.

What are marketing survey tools?

Marketing survey tools help businesses collect and analyze customer feedback to refine their strategies. These tools allow companies to create and distribute surveys across multiple channels, such as email, social media, and websites to gather insights on customer preferences, market trends, and brand perception. 

It offers features like customizable templates, multiple question formats, logic branching, and AI-driven analytics to make data collection seamless. Businesses use these insights to improve customer experience, optimize marketing campaigns, and develop better products.

Types of marketing surveys

There are different types of marketing surveys, each designed to gather unique perspectives. Below are some of the most popular and widely used marketing surveys:

1. Customer satisfaction (CSAT) survey

These surveys measure customer satisfaction with a product, service, or overall brand experience. They typically use a rating scale (e.g., 1-5 or 1-10) to gauge customer sentiment. CSAT surveys help businesses identify areas for improvement and enhance the overall customer experience.

2. Net promoter score (NPS) surveys

NPS surveys assess customer loyalty by asking how likely customers are to recommend the brand. Respondents are categorized into three groups: Promoters (loyal customers), Passives (neutral), and Detractors (unhappy customers). These surveys help companies track customer advocacy and measure brand reputation over time.

3. Market research surveys

Market research surveys gather insights into consumer behavior, preferences, and market trends. They are often used before launching a new product or entering a new market. These surveys help businesses identify new opportunities, assess competition, and shape effective marketing strategies.

4. Product feedback surveys

These surveys collect user opinions on product features, usability, and overall experience. They are typically conducted post-purchase or during beta testing phases. Product feedback surveys help businesses refine product design, fix issues, and prioritize new features based on customer input.

5. Brand awareness and perception surveys

These surveys measure how well a brand is recognized and perceived by its audience. They help identify gaps between how a company wants to be seen and how customers actually perceive it. Brand awareness surveys help businesses evaluate their reputation, refine messaging, reach the right audience, and enhance market positioning.

Best marketing survey tools: At a glance

• Qualtrics
• SurveyMonkey
• Attest
• QuestionPro
• VWO
• Typeform
• SurveySparrow
• Google Forms
• Statista
• Think with Google

Top 10 marketing survey tools

1. Qualtrics

Best for enterprise-grade research with advanced analytics

Qualtrics is an experience management platform that empowers organizations to systematically improve every aspect of their business by capturing and analyzing customer, employee, product, and brand experiences. 

Qualtrics’ powerful survey engine allows users to measure and optimize customer experiences with AI-driven precision, driving loyalty and increased spending. It captures real-time feedback across multiple channels and provides a unified platform to analyze customer sentiment, identify key drivers of satisfaction, and act on actionable insights. It’s AI-powered adaptive follow-up and automated feedback management features enable teams to resolve issues swiftly, close the loop, and build lasting customer loyalty at scale. 

Qualtrics also excels in market research by enabling businesses to detect emerging market trends, engage savvier consumers, and make informed decisions that drive ROI. It offers tools for audience curation, customizable workflows, and AI-powered search. It’s advanced dashboards and natural language processing capabilities bring insights to life, empowering teams to act swiftly and strategically. 

Top features

• Advanced survey design
• Market research 
• Online reputation management
• User experience research 
• AI-driven analytics
• Experience management suites

Pros

• Offers a wide range of tools for various experience management needs
• Powerful dashboard customization and advanced analytics capabilities
• Provides extensive documentation, training, and customer support

Cons

• Limited customization in standalone workflow spaces
• Advanced features may require time and training to utilize effectively

Pricing 

It offers custom pricing plans tailored to meet the unique needs of each business

Free trial period

It offers a 30-day free trial

2. SurveyMonkey 

Best for market research and online surveys

SurveyMonkey is an all-in-one platform for surveys, forms, and market research to streamline the process of data collection and analysis. With its customizable templates, users can swiftly create surveys tailored to their specific needs. 

One of the standout benefits of SurveyMonkey is its extensive library of expert-written templates and an embedded question bank. These resources enable users to craft well-structured surveys without starting from scratch, ensuring that the questions are both relevant and effective. 

Additionally, it provides agile, AI-powered market research solutions. With features like SurveyMonkey Genius, it simplifies every step of the research process, from survey creation to data analysis and trend identification. It also offers expert-built solutions such as usage & attitudes studies, concept testing, and ad testing. Businesses can discover consumer preferences, refine ideas, and optimize marketing campaigns with confidence.

Top features

• Customizable templates and questions bank
• Mobile responsiveness
• AI-powered survey creation
• Customizable online forms
• Market research solutions
• Global survey panel
• Advanced reporting and analytics

Pros

• Easy to create, customize, and share surveys
• Offers a wide array of tools suitable for diverse survey needs
• Offers advanced features like branching logic and A/B testing

Cons

• Basic features feel limited; advanced options require upgrades
• Navigation and filtering of results can be clunky

Pricing 

• SurveyMonkey provides a free basic plan
• Paid plans start at $25/month (billed annually)

3. Attest 

Best for real-time consumer research with global reach 

Attest is a consumer research platform that empowers businesses with actionable insights, enabling confident decision-making based on real-time data. Its user-friendly interface simplifies the process of creating and distributing surveys, making consumer insights accessible and impactful for all. 

Additionally, it places a strong emphasis on data quality, employing a combination of AI and human checks to eliminate inaccuracies and ensure reliable insights. 

Attest revolutionizes market research by combining panel and customer research into one seamless platform, offering unparalleled flexibility in audience selection. Whether you want to engage your current customers, target future consumers, or both, it empowers you to choose the right audience based on your specific needs, budget, and timeline. Its unique features like respondent IDs for tracking, custom demographic imports, and multi-market survey capabilities make it easy to compare audiences and uncover actionable insights. 

Top features

• Custom survey design with editable templates
• Global audience reach
• Advanced data quality measures
• Multi-market research capabilities
• Real-time data analysis and reporting
• Results dashboard 

Pros

• Ability to target specific audiences and demographics effectively
• Access to a vast, diverse global audience.
• Robust data quality assurance processes
• Excellent for testing creative concepts and gathering consumer insights

Cons

• Limited visualization options for demographic breakdowns
• Some functionality gaps compared to more advanced survey platforms

Pricing

Pricing is tailored to business needs

4. QuestionPro

Best for customizable survey solutions and automation

QuestionPro is a leading survey software trusted by top global companies, offering a comprehensive suite of tools to create, distribute, and analyze surveys with ease. It allows users to craft visually appealing, multilingual surveys with advanced question types, logic, and branding options. With real-time dashboards, robust analytics, and seamless integrations, QuestionPro turns data into actionable insights quickly, helping businesses make better decisions faster. 

For market research, QuestionPro includes tools like Research Edition for solving complex research needs. With InsightsHub, teams can centralize research data, eliminate silos, and democratize insights through real-time dashboards, and one of the standout features is Digsite, which enables agile qualitative research for deeper consumer understanding. 

Additionally, it offers end-to-end consulting services to ensure research accuracy and impactful outcomes. It provides a comprehensive range of features, including market segmentation, competitive benchmarking, A/B testing, pricing research, and ad testing, enabling businesses to make data-driven decisions, refine products and services, and stay ahead of evolving market trends.

Top features

• Advanced survey design
• Multi-channel distribution
• Offline survey collection
• All-in-One CX Solution
• Real-time analytics

Pros

• Supports complex question types, skip logic, and fraud detection
• Provides instant insights with real-time data collection and analytics
• Multiple channels for survey distribution 

Cons

• Limited reporting customization
• Dashboards cannot be shared interactively; only static views are available

Pricing

• It offers a free plan with basic features
• Paid plans start at $99 per month (Billed annually)

5. VWO

Best for data-driven surveys that fuel experimentation and optimization programs

VWO is an experience optimization platform that combines behavioral analytics, testing, and personalization to enhance digital experiences and drive conversions. 

As part of its behavioral analytics suite, VWO Insights offers On-Page Surveys—a powerful tool for collecting direct feedback from website visitors, providing valuable insights into user behavior, hesitations, and preferences. 

With advanced triggering options like time spent on a page, scroll depth, exit intent, and customizable JavaScript-based conditions, surveys appear at the right moment to capture meaningful responses. One can leverage VWO’s AI-powered capabilities to instantly generate tailored questions and refine them with ease. Further, you can analyze session recordings of respondents for deeper insights. Conditional branching enables personalized follow-up questions based on responses, while multilingual support, branding options, and CSS styling ensure a fully customized survey experience.

Additionally, AI-generated survey reports provide key insights and specific actionable steps for implementation, saving you from manually analyzing responses to draw conclusions.

Apart from surveys, VWO Insights also offers heatmaps, session recordings, and form analytics to provide a comprehensive view of user behavior on your website. 

One of the key offerings of VWO is that it lets you validate survey insights (or collective insights) through testing on the same platform. VWO Testing houses all experimentation capabilities, from A/B testing to multivariate and mobile app testing. Further, VWO also offers advanced capabilities like feature management, enabling teams to test complex functionalities across any tech stack and device. 

Encyclopedia Britannica’s success story with VWO

Encyclopedia Britannica, a leading digital publishing and EdTech company, aimed to optimize user experience and increase subscriptions. They leveraged VWO Testing to experiment with CTA variations, link colors, and content layouts. To enhance engagement, they used VWO Insights for session recordings to optimize link colors, and on-page surveys to identify user queries on high-traffic articles. Based on the insights, they introduced Q&A accordions, preventing users from leaving the site for answers. This led to a 10% increase in click-through rate and a 23% boost in engagement, improving content interaction and retention.

Start your free trial today and optimize your digital experiences with VWO!

Top features

• On-site surveys 
• A/B testing
• Integration with heatmaps & session recordings 
• Personalization
• Surveys & feedback integration

Pros

• Offers A/B testing capabilities to optimize survey layouts and messaging
• Personalized targeting ensures surveys are shown to specific user segments based on behavior or demographics
• Offers AI-summarized survey reports, minimizing manual efforts

Cons

•  Not a dedicated market research & survey tool

Pricing 

• Testing plans start at $275/month
• Insights plans start at $139/month

Free trial period

It offers a 30-day free trial

6. Typeform

Best for conversational, mobile-friendly surveys

Typeform is a survey platform that revolutionizes data collection through its engaging, conversational forms and surveys. It enhances user interaction, and presents questions one at a time, creating a seamless and enjoyable experience for respondents. This unique approach not only increases completion rates but also yields more thoughtful and accurate survey responses.

It has an extensive library of customizable templates, catering to a wide range of use cases from customer feedback to market research. Users can effortlessly tailor these templates to align with their brand identity, ensuring a consistent and professional appearance across all forms. 

Additionally, Typeform’s mobile-friendly poll maker enables you to create visually appealing polls to captivate users. Whether you’re gathering instant feedback, predicting voter behavior, or shaping your marketing strategy, it keeps respondents engaged, ensuring you collect richer data and actionable insights faster. 

Top features

• Conversational forms
• Customizable templates
• AI-powered form builder 
• Survey maker
• Quiz and test maker
• Poll builder
• Advanced integrations
• Logic jumps and recall information

Pros

• Easy to create complex, personalized forms with a user-friendly interface
• Intuitive logic mapping for tailored survey pathways
• Robust analytics and quick results for actionable insights
• Excellent customer support and helpful resources

Cons

• Premium features require higher pricing, limiting access for small businesses
• Initial learning curve for complex features like branching and scoring

Pricing 

• It offers a free plan with limited features
• Paid plans start at $25 per month (billed annually)

7. SurveySparrow

Best for multi-channel surveys with automation

SurveySparrow is a survey platform that transforms traditional feedback collection into engaging, conversational experiences. It enhances respondent interaction, it enables businesses to gather valuable insights through chat-like surveys that feel personal and intuitive. This approach not only increases response rates but also provides more authentic data, essential for informed decision-making.

One of the standout features is its Feedbot, a chatbot for websites. This fully automated virtual assistant simulates real-life conversations, guiding users via text or voice-based interactions directly on your website, eliminating the need for third-party platforms. You can create a no-code chatbot, customize its design using themes and CSS, and implement conditional logic branching for personalized conversations. 

For market research, SurveySparrow empowers businesses to create smart, personalized surveys using diverse question types like opinion scales, matrix types, drag-and-drop, and rank order, ensuring cleaner responses.

Top features

• Conversational surveys
• Video surveys
• AI-powered survey builder
• Advanced reporting and analytics
• Recurring surveys
• White-labeling
• Offline surveys 
• Reputation management 
• Chatbot for website 

Pros

• Offers advanced features like audio questions, branching logic, and piping
• Customizable surveys with branding options and themes
• AI-powered analysis for categorizing survey comments

Cons

• Limited styling options for individual questions (requires custom CSS)
• No automatic “Do Not Contact” list feature

Pricing 

Paid plans start at $19 per month (billed annually)

Free trial period

It offers a 14-day free trial

8. Google Forms

Best for basic, free survey creation with Google ecosystem integration

Google Forms is a free, user-friendly tool within the Google Workspace suite that enables businesses to create custom forms, surveys, and quizzes effortlessly. Its user-friendly interface enables users to create forms with diverse question types, such as multiple-choice, dropdowns, checkboxes, and linear scales.

It includes conditional logic, enabling forms to adapt based on respondents’ inputs, enhancing question relevance, and improving data quality. Additionally, users can customize forms with themes, images, and videos to align with brand identity and engage respondents effectively. It allows multiple team members to work together in real-time, sharing and editing forms while analyzing data seamlessly.

Top features

• Variety of question types
• Conditional logic
• Real-time collaboration
• Customization options
• Seamless integration with Google Workspace 

Pros

• Free to use with essential features
• Pre-built templates and drag-and-drop tools for fast, easy form creation
• Seamless integration with Google Workspace, streamlining workflows and eliminating the need for additional apps.

Cons

• Limited advanced features
• Offers limited options for extensive design customization

Pricing 

• It is completely free for personal use with a Google account
• For businesses, it comes as part of Google Workspace, with pricing plans starting at $6/user/month

9. Statista

Best for comprehensive market research and statistical data

Statista is a global data and business intelligence platform offering statistics, reports, and insights across 80,000 topics from 22,500 sources. It helps businesses, researchers, and policymakers make informed decisions with reliable, up-to-date data.

While it doesn’t offer survey tools, it conducts exclusive online and telephone surveys among consumers and industry experts worldwide—making it a valuable resource for businesses not running their own surveys.

Statista’s detailed reports and statistics support key marketing functions such as market segmentation, competitive analysis, and audience targeting. Additionally, tracking long-term trends helps businesses identify patterns over time, enabling more strategic decision-making. For businesses looking to enhance their market research, leveraging external data sources like Statista can complement survey tools and provide a comprehensive view of industry dynamics.

It’s Research AI transforms complex data into clear insights within seconds, combining human expertise with AI-driven efficiency. Covering 170 industries across 150+ countries, it ensures accuracy with curated data. With an intuitive interface, semantic search, and retrieval-augmented generation (RAG) technology, users can extract meaningful insights effortlessly.

Top features

• Extensive database
• Consumer surveys
• Reports database
• Marketing insights 
• Interactive data visualization
• User-friendly search functionality
• Research AI

Pros

• Offers a vast range of statistics and reports across multiple sectors
• Provides data from 22,500+ trusted sources, ensuring accuracy and credibility
• Includes an intuitive interface and powerful search capabilities for efficient data retrieval
• Includes valuable market sizes and industry forecasts for strategic planning

Cons

• Many reports and detailed data require paid subscriptions
• Does not offer notifications for new releases matching user interests

Pricing 

• Statista offers a Basic account that provides limited access to statistics at no cost
• Paid plans start at $199 per month (billed annually)

10. Think with Google 

Best for comprehensive marketing research and consumer Insights

Think with Google research tools are a suite of digital marketing resources that provide businesses with data-driven insights and strategies. Google, as the world’s most popular search engine, is an invaluable resource for market research. It leverages Google’s extensive data and analytical capabilities, to enable marketers to understand consumer behavior, identify emerging trends, and make informed decisions.

Google Trends reveals what consumers are searching for, while Market Finder identifies global expansion opportunities. If your business isn’t conducting its own surveys, Think with Google can validate research and highlight broader market trends. These features collectively empower businesses to conduct thorough market research and develop strategies that resonate with their target audiences. If your business isn’t conducting its own surveys, external data sources like Think with Google can offer valuable industry insights, helping validate research and identify broader market trends.

Top features

• Google trends
• Market finder
• Insights finder
• Google’s rising retail categories

Pros

• You can leverage Google’s extensive data to inform marketing strategies
• Its accessible interfaces make it easy for marketers to extract valuable information
• Offers a wide range of articles, case studies, and tools to support various marketing needs

Cons

• Some tools may offer less flexibility for highly specialized research requirements
• Utilizing these tools requires adherence to data privacy regulations and best practices

Pricing 

It is completely free to use

Comparison of top marketing survey tools

Tool	Best for	Starting price
Qualtrics	Enterprise-grade research with advanced analytics	Custom pricing
SurveyMonkey	Market research and online surveys	$25/month
Attest	Real-time consumer research with global reach	Custom pricing
QuestionPro	Customizable survey solutions and automation	$99/month
VWO	Conversion-focused surveys with A/B testing and behavioral insights	Testing: $275/month, Insights: $139/month
Typeform	Conversational, mobile-friendly surveys	$25/month
SurveySparrow	Multi-channel surveys with automation	$19/month
Statista	Comprehensive market research and statistical data	$199/month
Think with Google	Comprehensive marketing research and consumer insights	Free
Google Forms	Basic, free survey creation with Google ecosystem integration	Free (personal use)

How to choose the best marketing survey tool for your business

Below are the essential factors to consider when selecting a marketing survey tool, ensuring you make an informed choice that aligns with your goals.

1. Define your objectives

Before choosing a tool, identify what you want to achieve with your surveys. Are you conducting market research to understand industry trends or gather customer feedback? Each objective requires specific features, market research may need detailed analytics tools, while customer feedback surveys might focus on NPS or CSAT. Defining your objectives ensures you choose a tool that aligns with your needs, saving time and effort.

2. Consider your audience

Your survey’s success depends on how well it reaches the right audience. Understanding your audience’s size, location, and demographics helps you design questions that resonate and choose the right distribution channels. 

3. Assess ease of use

Prioritize tools with intuitive interfaces and pre-built templates, especially if you lack technical expertise. A user-friendly tool makes it easier for teams to get started quickly, reducing the time spent on setup and execution. This ensures faster adoption across teams and more efficient survey deployment.

4. Check integration capabilities

Ensure the tool seamlessly integrates with your existing CRM, email marketing software, or analytics platforms. A well-integrated survey tool allows for a free flow of data across systems, enabling deeper customer insights, personalized marketing campaigns, and automation.

5. Analyze pricing

Compare pricing plans and choose a tool that fits your budget. Look for free plans or trials to test before committing. Investing in the wrong tool can lead to hidden costs or unnecessary spending. Trials allow you to evaluate features before making a long-term investment, ensuring you get value for money.

6. Look for scalability

Choose a tool that can handle increasing survey volumes and evolving business needs. Scalability ensures that as your business grows, your survey tool can keep up with evolving needs, whether through advanced segmentation, multilingual support, or complementing feedback with real-time behavior analytics. This way, you can continuously gather valuable insights without disruptions.

7. Prioritize data quality and security

Ensure the tool provides accurate data and complies with data privacy regulations. High data quality means better decision-making, while strong security safeguards customer trust. Compliance with regulations like GDPR or CCPA prevents legal risks and ensures ethical data handling, which is essential for businesses dealing with sensitive customer information.

Conclusion

Understanding your audience is the key to marketing success and surveys are one of the most effective ways to gain those insights. Surveys do more than just collect responses; they reveal customer needs, shape brand perception, and validate marketing strategies. 

By choosing the right survey tool, you can turn feedback into action, refine your campaigns, and drive better results. Explore the tools we’ve covered and start making smarter, data-backed decisions today. 

FAQs