12 Best Survey Software for Small Business

Category: B2B News
What is the best survey software for small business?

The best survey software for small business is SoGoSurvey. It’s a solution that can create, share, and distribute a survey in as few clicks as possible. It allows you to build, test, and design meaningful surveys and distribute them across various channels, including emails, websites, social media, and more.

You now have a range of survey software tools to run your online research, and many of these are not just downright affordable; they also come free at that. They allow you to design questionnaires easily with templates or wizards and distribute them through email, social media, QR codes, and other various online streams.

The point is, running surveys is within reach of small business, and such tools aren’t the typically limited versions they were some years ago. They now feature enterprise tools, as you’ll see here on our list of 12 best survey software for small business.

survey software for small business

With many choices around, which of the current survey software tools actually match your exact needs? It isn’t enough that you get it for free if you want to optimize results. Some solutions are best for customer behavior, some for NPS, some for product development and still, others for all. You also need to consider where to distribute your surveys, with the top communication channels being social media, emails, and websites.

Source: The Manifest (2019)

Then there’s the question of scalability. You may be a small business today, but how about tomorrow? If you’re a fast-growing startup, it’s best to get a survey tool—or any solution for that matter—that can grow with you. The last thing you want is to shift to another platform midway into your growth years. If you want to know about this software category, read our comprehensive survey software guide.

But before you get ahead of yourself, keep in mind survey software tools are what they are: tools. You need to frame your survey properly, and to do that, you must have a clear goal and other defining elements of a good survey.

Using such platforms also helps you stay clear of these common survey mistakes, such as leading questions, assumptions, and starting with demographics. Here’s a quick lookup on the process of a simple survey.

12 Best Survey Software for Small Business

1. SoGoSurvey

SoGoSurvey dashboard

Second on our list is SoGoSurvey, a robust survey solution that prides itself as a one-click survey creation tool. Surveys created by the software can be shared and downloaded with the system making survey results much easier to understand. All these can be accomplished even by new users, as learning to use the product requires no steep learning curve. You can immediately come up with your very own surveys using the pre-built templates that come with the system, which can be copied directly into surveys.


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See SoGoSurvey in action with their free demo

SoGoSurvey is a feature-laden software, bringing with it around 600 functionalities that are guaranteed to help you come up with accurate survey results every time. You can formulate and revise your questionnaires based on what you need and want, add and delete questions as you wish and even change the language, depending on your target respondents. But what’s amazing about this tool is that it can keep questions hidden until such time that they are needed. Finished surveys can be previewed on mobile devices, tablets, or desktops.

Detailed SoGoSurvey Review

Why SoGoSurvey is good for small business:

  1. It is being offered in flexible pricing plans.
  2. It has a free version.
  3. It is easy to set up, not requiring additional software.
  4. Highly-intuitive, eliminating the need to hire survey experts.

2. Qualtrics Research Core

Qualtrics Research Core dashboard

Qualtrics Research Core tops our list of 12 best survey software for small business because it is simple to use yet can scale for robust qualitative research. Unlike most small business survey tools that are limited to soliciting and analyzing feedback, this one can adapt to a variety of market research, including brand tracking, and concept and ad testing.

It may appear as an enterprise-exclusive platform at first, given its modularized and rich features, but you actually get a free plan to kick start your survey. It includes one survey, 100 responses, unlimited distribution, and a drag-and-drop survey editor. For more advanced features, you can go for its paid plans that allow for an unlimited survey and distribution options via web, social, email, QR code, and mail merge, and skip logic questionnaire.

Qualtrics Research Core

Qualtrics Research Core

Try out Qualtrics Research Core with their free trial


The software even supports over 70 languages and offers advanced security such as data isolation, data sovereignty, and web app firewalls in its premium plan. If you’re a growing company or plan to scale growth in the next few months or years, getting a fully featured software that doesn’t cost an arm and a leg reinforces that strategy.

Detailed Qualtrics Research Core Review

Why Qualtrics Research Core is best for small business:

  1. It has a free plan to jumpstart your survey.
  2. Highly flexible, whether you need a simple survey tool or an advanced research platform.
  3. It easily scales to advanced features if your small business engages in complex services like market research, product development, and industry consultations.
  4. Highly secure if you deal with sensitive data.
  5. An affordable enterprise solution for the small player.

3. Qualaroo

Qualaroo dashboard

Qualaroo is a research platform built for UX designers. It helps you capture insights into how people are using your SaaS products. It allows you to create customized questions or select from a variety of question templates. Afterward, it gathers all feedback data and provides you with detailed and comprehensive reports on user sentiments.

One unique feature of Qualaroo is the sentiment analysis tool, which is powered by IBM Watson and can mine user feedback through various data sets. It allows you to respond accurately to your customers in real-time by leveraging an emotional scoring system. It helps your team to create appropriate calls-to-action for each customer feedback. By importing response data into applications like Tableau, Chartio, or Google Data Studio, you can easily identify how users feel about your products.



Try out Qualaroo with their free trial


Qualaroo also offers customizable nudges, a primary tool for collecting user insights. Complete with logic branching and advanced targeting, Qualaroo nudges help you gather feedback from users or website visitors. These come in several types with different functions: mobile native nudge for iOS and Android apps, on-site nudges for webpages, mobile nudges for mobile and tablet web browsers, and link nudges accessible via email, chat, and the like.

Detailed Qualaroo Review

Why Qualaroo is good for small business:

  1. It can be set up easily without the need for advanced coding skills.
  2. It offers advanced targeting that lets you ask appropriate questions for the right users at the right time.
  3. It lets you create tailor-made questions that match your brand.
  4. You get to define how email notifications reach you–for every response, after every 10 responses, daily digest, weekly digest, or after 1st response.

4. Zoho Survey

Zoho Survey dashboard

Budget is always a factor for the small business, in which case, Zoho Survey should belong to your top options. It comes free for unlimited surveys, ten questions, and 100 responses. It also features over 200 templates and supports social sharing, real-time responses, and web embed. Security also does justice to your business with HTTP encryption and password protection.

However, it is likely these features aren’t enough if you have a huge audience base. You can always go for paid plans starting at $20 per month, still a shoo-in for budget-conscious companies. These include unlimited surveys, questions and responses, collaboration tools, and exports to a variety of file formats such as PDF, XLS, CSV, and SPSS. You can also expect more sophisticated tools in its enterprise plan, such as piping logic, white-label, CRM integration, and user management.

Zoho Survey

Zoho Survey

Try out Zoho Survey with their free trial


The survey software is one of the best free tools around, but at the enterprise level, it lacks the more sophisticated tools of Qualtrics. Bear in mind that insight is needed if your business is growing fast.

Detailed Zoho Survey Review

Why Zoho Survey is good for small business:

  1. It is free, one of the more robust tools around.
  2. Has one of the lowest price entries for paid subscriptions at $20 per month.
  3. It integrates with the Zoho suite of productivity and business tools like CRM, help desk, and collaboration tools.
  4. Scales to mid-range features like piping logic, CRM integration, and user management.

5. ProProfs Survey Maker

ProProfs dashboard

ProProfs Survey Maker has one of the lowest price entries for paid plans at $7 per month, and one of the most robust at its price range. It gives you unlimited surveys, responses, admin control, branching, and skip logic. It also features survey scoring, NPS, in-app survey, popup survey, and advanced reporting tools. Then there are more features: white-label, unlimited private user accounts, unlimited group and classroom, integrations, and centrally managed enterprise.

If those features aren’t enough, you can bump up the plan for multilingual surveys, certificates, and ad-free runs. All plans support embedding videos, images and graphics, social share on Facebook and Twitter and iPad, and other mobile device access. ProProfs does give other freemiums good competition, but it may lack in-depth research tools, which you may not need anyway.

Detailed ProProfs Survey Maker Review

Why ProProfs  Survey Maker is good for small business:

  1. Has possibly the lowest price entry for paid plans at $7 per month.
  2. The basic plan has one of the most robust feature sets, giving freemiums tough competition
  3. Flexible for businesses, schools, and events

6. Examinare Survey Tool

Examinare Survey Tool dashboard

If reliability is a top factor for your consideration, Examinare Survey Tool is worth the attention. It has ten years of experience in managing feedback, questionnaires, and business data. Of course, it still boils down to pricing and features. Its entry plan isn’t cheap but affordable for a small business at $45 per user per month (student version starts at $34 per user per month). You get a test run for seven days, three surveys, and templates. Plus, you get support via email, chat, and phone.

You also get a variety of question types from multiple choice to free text to gradient scale and Osgood-scale. You can add instructions, images, and sound files and publish questionnaires as forms. You’ll like the flexibility of its survey forms, arguably one of the best in the field by function, design, and distribution (email, SMS, Facebook, mobile, QR code, and web).

Detailed Examinare Survey Tool Review

Why Examinare Survey Tool is good for small business:

  1. Trusted reliability with over ten years in the survey trade.
  2. Highly flexible survey form by design, function, and distribution.
  3. Good support by email, chat, and phone.

7. SurveyMonkey

SurveyMonkey dashboard

If you’re thinking of a free survey software, SurveyMonkey is probably one of your first choices.  It is widely used, and its free online survey tool is popular for its 1-2-3 ease of use: design, distribute, and data analysis. While the devil is in the details, the process is still more simple than most survey tools.  You can conduct surveys via the web, email, and social, plus, customize branding and perform filter and comparison, and data exports and custom reports.

You might just be surprised that the paid plans aren’t cheap, starting at $1,299 per month. We’re not sure why it seems priced out of range (leveraging brand recognition?), considering that its advanced feature set is comparable to less pricey counterparts like Qualtrics Research Core.

Detailed SurveyMonkey Review

Why SurveyMonkey is good for small business:

  1. Popular, tested free survey tool.
  2. Its freemium has a rich feature set, including 24/7 support, unlimited surveys, and survey analytics

8. SurveyGizmo

SurveyGzmo dashboard

SurveyGizmo is perhaps closest to Qualtrics Research Core for being an enterprise survey software yet scalable to small business needs. For one, it also has a freemium, where you get up to five pages per survey, 25 questions per page, and up to 3 active surveys at a time. You also get eight question types, plus 100 responses and a standard summary report. The deal is good enough to run professional and accessible surveys.

The software easily scales to more advanced tools like rules by quota, structure, research methodology, and question type. Premium plans also feature data cleaning and researcher custom rules.

Detailed SurveyGizmo Review

Why SurveyGizmo is good for small business:

  1. Aside from the freemium, it has affordable three-tiered price plans enabling you to match your growing needs more precisely
  2. Can scale to enterprise requirements
  3. Active online community for support and knowledge base

9. QuestionPro

QuestionPro dashboard

Yet another free survey tool with paid plans, QuestionPro is a good option to our top survey software recommendations should they don’t meet your specific needs. It is both easy to run, and it doesn’t cost you. Starting a survey is as simple as creating one from a question type template or importing a Word document. But it doesn’t mean the features are limiting. You get unlimited surveys, ten questions each, and 100 responses. Plus, the survey is mobile responsive, and you get reliable support.

The software also scales to a professional plan at $15 per month to give you advanced tools like skip logic, Q&A piping, theme custom, data export, and global password protection. Should your small business grow big, you can scale to a corporate plan without a hitch.

Detailed QuestionPro Review

Why QuestionPro is good for small business:

It is free, good enough for standard, templated surveys.

  1. Paid plans are affordable for more professional surveys.
  2. Scales to enterprise tools for fast-growing startups.

10. Confirmit

Confirmit dashboard

Confirmit is a survey software targeting product and employee experience, so if your requirements are around these elements, you should give this a try. Otherwise, you may be better off with a general survey feature set.

It is designed for the Voice of the Customer and Voice of the Employee research model, as well as for market research programs. While it sounds complex for most small business needs, it is a must-have platform for agencies and consulting firms that work around these areas, so, yes, this applies to small businesses. You can expect niche tools here, such as multi-channel distributions via CAPI, phone, web, mobile, and even paper. You can customize images, and multimedia and test run your surveys. Likewise, it has advanced analytics that can optimize unstructured feedback data. All these features point to a complex survey platform, something to think about if your needs are out of the usual general surveys.

Detailed Confirmit Review

Why Confirmit is good for small business:

  1. Provides small businesses access to specialized survey tools like deep analytics and multi-channel distribution without breaking the bank
  2. Very flexible survey design and distribution

11. AskNicely

AskNicely dashboard

AskNicely is anchored on NPS or Net Promoter Score. NPS is a good metric that measures customer loyalty. If you’re into this survey methodology, this software maybe your best option on our list. It delivers the tools to enable you to gauge respondents based on NPS, such as promoters, passives, and detractors.

The entry price may be tough for small businesses at $299 per month. Still, it has your specific needs covered: survey branching, rating system, full-text analytics, API access, and multi-lingual support. You also get a dedicated account manager. This software is very specific, so if you just need a standard survey, this can get expensive.

Detailed AskNicely Review

Why AskNicely is good for small business:

  1. If you specifically need an NPS survey, this software meets your needs.
  2. Sophisticated NPS feature set at a per-month cost makes it easy to manage the cash flow

12. Survicate

Survicate dashboard

Survicate is a good complement to your email campaigns, as it can deliver customer satisfaction surveys and supports web optimization. It can also handle surveys for product development and aids in your marketing communication with ground insights. As with most survey tools here, it comes with a free plan where you can collect up to 50 responses per month, plus website and email distribution. You also get access to reporting, conditional question branching, and GDPR compliance.

If these features are limiting, you can scale to paid plans for Voice of the Customer solution, using advanced targeting, data access history, and integration with more systems.  You actually have more customer experience management software options here if you’re interested, but this app is good to go as a survey tool for the purpose of our list.

Detailed Survicate Review

Why Survicate is good for small business:

  1. It has a free plan that comes with more than the standard tools, including web and email distribution, up to 50 responses per month, and GDPR compliance.
  2. Can scale to tools that most small businesses need for marketing campaigns, nothing sophisticated.

The Perfect Survey Tool for Small Businesses

Each of these dozen survey tools have their respective value propositions to small businesses. If budget is really tight, you can go for their free plans (but it surely won’t be enough for your growing needs). We should also note that even if you’re a small business, don’t think like one. Look at growing your business fast. In that context, make sure your tools can grow with your needs.

No matter the software, in general, your survey platform should have the core features of a survey platform: a variety of question types, dynamic logic, templates, and data analysis. In that case, we highly recommend SoGoSurvey. It has a free plan, which you can sign up for, but can scale easily to enterprise tools.

You can also check out this comparison of survey platforms to see how each software stacks against the competition.

Nestor Gilbert

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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