The ultimate guide to choosing the best online survey tool for your business

03 April 2023

As businesses increasingly rely on customer data to make informed decisions, online surveys have become an effective tool for gathering these large amounts of information. Whether you need to collect customer feedback, gauge employee satisfaction, or conduct market research, online survey tools make it easy to create and distribute surveys, collect data, and analyse results.

However, with so many options available, it can be challenging to choose the best tool for your specific needs. Here we’ll go through some of the top online survey tools and provide insights to help you select the one that best suits your business.

Key Factors to Consider When Choosing an Online Survey Tool

Depending on your business, you may have specific requirements for an online survey tool. However, there are some key factors to consider which can make a big difference in getting the results you need from your surveys. 


A customised survey is more likely to appeal to your audience, as it will allow you to create a survey design that fully reflects your brand and offers a seamless user experience. 

Look for a survey tool that allows you to customise the design and layout of your survey, including colours, logos, and images so that you can create the look and feel you want. This can help improve the engagement of your audience with your surveys, and build stronger brand recognition.

Question types

There are various types of survey questions that can be used to gather feedback and data from your audience. The survey tool you choose should offer the flexibility to include a variety of different question types. 

Your survey should include a range of question types, including multiple-choice, open-ended, and rating scale questions. This ensures that you can collect detailed, actionable feedback from your respondents.


Look for a tool that provides a range of options to distribute your survey, including email, social media, and website embeds. This makes it easier to reach your target audience and maximise response rates.

Other features that can make for easier survey distribution include the ability to schedule your surveys, send out bulk invites, compatibility with various devices, and pre scheduled email reminders. 

Reporting and analysis

Sending out a survey is one thing, but in order to get any value out of it, you need to be able to analyse the results. 

Your survey tool should provide robust reporting and analysis features, allowing you to quickly analyse your data and gain insights into your customers or employees. Look for tools that offer customisable dashboards and real-time reporting as this allows you to view how your audience are interacting with the survey. 


Another key factor to consider is the cost of the survey tool. Surveys can often be a cost-effective way of gathering a large amount of data, but there will still be some cost involved that needs to be considered.

Many survey platforms have various pricing options which may involve the availability of certain features. SurveyManager offers a free demo so you can try out the platform to see if it’s right for your business.

Top Online Survey Tools to Consider

There are numerous online survey tools to choose from, each with their own advantages and disadvantages. Here are some of the most popular options. 


SurveyManager provides a secure and easy to use solution to design, deploy, and analyse your custom surveys. While many Australian survey companies host their data overseas, SurveyManager hosts its data securely and confidentially in Australia. This is especially important for government organisations or educational facilities, dealing with sensitive information.


One of the most popular survey tools available, SurveyMonkey is a user-friendly interface and a range of question types. It offers a range of customisation options and integration with popular platforms like Salesforce and Mailchimp. SurveyMonkey also offers advanced reporting features, making it a good choice for businesses of all sizes, however, it hosts its data overseas. 

Google Forms

Google Forms is a free tool that offers a simple, easy-to-use interface and a range of question types. It integrates seamlessly with other Google tools like Sheets and Docs, making it a good choice for businesses that already use the Google Suite.


Typeform offers a unique, conversational interface that provides an engaging survey experience. It offers a range of customisation options and provides robust reporting and analysis features. For businesses that prioritise user experience, Typeform can be a good choice.


Qualtrics is an enterprise-level survey tool that provides a range of advanced features, including AI-powered text analytics and integrations with popular platforms like Salesforce and Tableau. Qualtrics can be a suitable option for businesses that require a high degree of customisation and advanced reporting features.

Choosing the right online survey tool

When it comes to choosing an online survey tool, there is no one-size-fits-all solution, and each tool has its own strengths and weaknesses.

Conducting surveys is an effective way to collect data which can be used to help your business make informed decisions, so it’s important to identify which survey tool that best suits your business needs.