6 Best Marketing Survey Software in 2025

By Mirna Cacic Updated: September 11, 2025 Updated: Sep 11, 2025

Struggling to understand what your audience really thinks about your campaigns, products, or brand?

When you need more than just a quick vote, marketing surveys uncover what’s really driving your audience. 

They let you combine different question types, like rating, multiple choice, or short/long answer, to uncover which messages resonate, what shapes purchase decisions, and where customer experiences fall short.

And here’s the kicker: the average online survey response rate is 44%. That means almost half of the people you ask are willing to share opinions that can fuel your next marketing win.

But designing surveys that people actually want to answer takes the right tools. In this guide, we’ll walk through the best marketing survey software in 2025, so you can find a solution that fits your goals.

Take a Shortcut

1. What are Marketing Survey Tools?
2. 6 Types of Marketing Surveys
3. Best Marketing Survey Tools in 2025
   • Opinion Stage
   • Google Forms
   • Microsoft Forms
   • forms.app
   • Hotjar Surveys
   • Qualitrics Surveys
4. Wrapping Up

What are Marketing Survey Tools?

Marketing survey tools are software that help companies gather and analyze customer feedback in a structured way. 

They enable you to design surveys, share them across various channels such as email, social media channels, or your website, and collect valuable customer data.

At their core, marketing survey tools are designed to answer big questions like:

• How do customers see your brand?
• What drives them to buy or drop off?
• Which products, campaigns, or messages resonate with them the most?

While some survey creation tools are built for quick and simple feedback, others include advanced features like customer segmentation, real-time survey analytics and reporting, and AI-powered insights.

6 Types of Marketing Surveys

The type of survey you choose depends on what you want to learn. Marketing surveys generally fall into six main categories, so let’s break them down:

1. Customer Experience & Satisfaction

How do customers feel about your product, service, or brand? Customer experience surveys directly reveal what delights customers, where frustrations occur, and why some buyers return while others drop off. This category includes quick CSAT (customer satisfaction score) and CES (customer effort score) check-ins, NPS (net promoter score) surveys, post-purchase surveys, and churn surveys. By listening to customer insights, businesses can refine the experience and build stronger relationships.

Post-purchase survey example.

Question examples:
“How satisfied are you with your purchase?”
“How likely are you to recommend us to a friend or colleague?”
“Why are you canceling your subscription?”

2. Product, Concept, & Pricing Feedback

These surveys help businesses understand how their offerings resonate with the target audience before, during, or after launch. They include product feedback surveys to capture opinions on existing features, concept testing to gauge reactions to new ideas or campaigns, pricing research to find the right value point, persona insight surveys to segment audiences by preferences and behaviors, and market validation surveys to assess overall demand. Together, they give companies the clarity to refine features, optimize pricing, and launch products with confidence.

Product feedback survey example.

Question examples:
“Which feature of our product do you find most useful?”
“What price would you consider fair for this subscription?”
“Which of these benefits is most important to you?”

3. Brand Awareness & Sentiment

Brand awareness & sentiment surveys focus on how your target audience perceives your brand and how well they remember it compared to competitors. By asking the right questions, businesses can uncover whether customers recognize their brand (brand recall surveys), what feelings or associations they have with it (brand perception tracking surveys), and how people compare your brand against rivals (competitive positioning surveys).

Example of a brand awareness survey created with Opinion Stage.

Question examples:
“When you think of athletic shoes, which brands come to mind?”
“Which 3 words best describe our brand?”
“Which brand offers the best value for money: Brand A, Brand B, or Brand C?”

4. Campaign & Engagement Feedback

Launching a campaign is one thing, but knowing if it actually connects is another. Campaign and engagement feedback surveys help marketers understand whether their campaigns, ranging from emails and ads to blogs, webinars, and demos, are effectively engaging their target market. By collecting responses, marketers can see which content formats and messaging strategies drive the most interaction, interest, and conversions.

Engagement feedback survey within an email.

Question examples:
“Did this webinar provide insights that are useful for your role?”
“How engaging did you find our recent email campaign?”
“Did the demo help you understand how our solution can meet your needs?”

5. Lead Capture & Qualification

These surveys, often built into gated content, sign-up forms, or interactive quizzes, support effective data collection by capturing valuable details about potential customers. This can include preferences and pain points, as well as industry, company size, or role. With this data, marketers can segment audiences more effectively, personalize offers, and focus on the prospects most likely to convert.

Qualification survey within the Mailchimp sign-up process.

Question examples:
“Which of our product features is most relevant to your needs?”
“What is your industry and company size?”
“How soon are you planning to implement a solution like ours?”

6. Advocacy & Referral Programs

One of the biggest challenges for marketers is turning happy customers into active advocates. Not every satisfied customer will recommend your brand, which is why surveys around advocacy and referral programs are so valuable. These surveys help you identify who is most likely to recommend your product, what incentives spark loyalty, and what experiences encourage repeat purchases. 

Example of a referral survey created with Opinion Stage.

Question examples:
“How likely are you to recommend our product to a friend or colleague?”
“Which reward or incentive would motivate you to refer others?”
“What has been your most positive experience with our brand?”

Best Marketing Survey Tools in 2025

Now that we’ve explored the different types of marketing surveys, let’s move on to the exciting part — the tools that make it all possible. 

We’ve rounded up the best marketing survey software in 2025 to help you collect the market insights you need and turn feedback into strategies.

1. Opinion Stage

Opinion Stage Opinion Stage is an online survey maker designed for marketers to build interactive surveys that increase engagement and deliver better data. Besides surveys, you can also create visual quizzes, polls, and forms. 

With its intuitive drag-and-drop builder, you can design surveys that go beyond basic text, incorporating images, GIFs, or even videos to bring survey questions to life. Opinion Stage also gives you full control over branding and design, so every survey feels like an extension of your business.

For marketers, this free survey maker provides a flexible, user-friendly solution, whether you need quick insights or a solid market research survey tool.

Pros:

✅ Wide variety of survey templates, including customer feedback surveys, product research surveys, brand awareness surveys, lead capture surveys, market research surveys, user experience surveys, & more

✅ Easy-to-use interface with desktop & mobile previews

✅ AI survey builder that generates ready-to-use surveys in less than a minute based on your chosen topic or website

✅ Mobile-friendly surveys that work on any device

✅ Highly customizable design & branding, including custom CSS support

✅ Skip logic feature personalizes the flow of each survey by showing only relevant questions based on previous answers

✅ Surveys are anonymous by default unless you request identifying information, helping you collect more honest feedback

✅ Built-in lead capture forms with flexible field types

✅ Multilingual support with survey duplication in 40+ languages

✅ Social engagement features: Facebook comments, tweet prompts, social sharing bar

✅ Integrations with Google Sheets, Zapier, Mailchimp, MailerLite, Flodesk, Slack, & other CRM and marketing tools

✅ Flexible sharing options: link, iframe embed, WordPress, Wix, Squarespace, Shopify

✅ Advanced visual analytics

✅ Scalable & reliable, capable of handling large surveys and high response volumes without limits on performance

✅ Free plan available to explore features without an upfront cost

Cons:

❌ Free plan capped at 25 responses per month

❌ Surveys on the free tier display Opinion Stage branding

Plans & Pricing

Opinion Stage offers a forever-free plan with limited responses. Paid plans start at $25/month and unlock higher response limits, branding control, and advanced reporting tools.

2. Google Forms

Google Forms is one of the most accessible and widely used survey tools out there. As part of Google Workspace, it’s free and powerful enough to handle basic survey needs.

The simple editor makes it easy to build surveys with a wide variety of question types, including multiple choice, checkboxes, rating scales, and short or long text. You can also add images or videos to questions to make surveys more engaging and provide helpful context.

Responses feed directly into Google Sheets for easy analysis. While it may not have advanced analytics or deep branding customization, its simplicity and integrations make it a go-to for marketers looking for quick, reliable feedback.

Pros:

✅ Completely free to use with unlimited responses

✅ Variety of question types, including multiple choice, scales, & open text

✅ Supports questions with images & videos

✅ Seamless integration with Google Sheets & the wider Google Workspace

✅ Easy distribution via email, links, or website embedding

✅ Automatic data visualization with built-in charts

Cons:

❌ Limited design customization & branding options

❌ Lacks advanced analytics compared to paid survey tools

❌ No built-in lead capture features or marketing campaign templates

❌ No AI-builder

❌ Potential privacy & security concerns: depending on account settings, Google Forms may capture identifying details (emails, IPs, timestamps), which can affect anonymity

Plans & Pricing

Google Forms is completely free for anyone with a Google account.

3. Microsoft Forms

Microsoft Forms is a lightweight yet capable tool for creating online surveys, polls, and quizzes. As part of the Microsoft 365 ecosystem, it integrates smoothly with tools like Excel, Teams, and Outlook, making it especially convenient for businesses already using Microsoft products.

Its survey builder is simple and intuitive, with a gallery of templates to help you get started quickly. Beyond survey creation, Microsoft Forms adds a few engaging touches. You can enable background music for surveys, making them feel more interactive, and apply themes to match your brand’s style. 

For response management, the platform provides real-time tracking, with automatic charts and summary insights.

Pros:

✅ Template gallery for quick survey setup

✅ Multiple question types: multiple choice, text, ranking, rating, etc

✅ Branching logic for personalized survey paths

✅ Built-in AI recommendations

✅ Option to import questions from Excel

✅ Background music & theme customization

✅ Real-time responses with automatic charts & insights

✅ Integration with Excel, Teams, & Outlook for easy data sharing

Cons:

❌ Limited design customization compared to standalone survey tools

❌ Less advanced reporting compared to enterprise-focused survey platforms

❌ Best suited for short, simple surveys, as it lacks flexibility for more complex research

❌ Limited reporting options, as deeper analysis usually requires exporting to Excel/Power BI

Plans & Pricing

Microsoft Forms is included for free with personal Microsoft accounts and is bundled with Microsoft 365 subscriptions. Businesses with Microsoft 365 licenses can access enhanced collaboration and integration features at no extra cost.

4. forms.app

forms.app is a form builder for creating online forms, surveys, and quizzes. You have an AI survey creation option, free templates, and a drag-and-drop editor. It allows you to create embeddable surveys that can blend into your website. The surveys can be presented in a step-by-step format or in a list view, depending on your goals.

Pros:

✅ User-friendly builder with drag & drop

✅ Ready-made templates

✅ 30+ form fields

✅ Multilingual surveys

✅ Drafts: respondents can save & continue later

✅ Customization, including themes, logos, colors, & fonts

✅ Conditional logic helps reduce friction caused by unnecessary questions

Cons:

❌ No option for shuffling question settings

❌ Missing a mobile SDK for embedding in mobile apps

❌ Doesn’t support offline submissions

Plans & Pricing

forms.app has a free plan that allows creating up to 5 surveys and collecting up to 100 responses/month. The higher plans start from $25/month, up to $99/month.

5. Hotjar Surveys

Hotjar is primarily a user experience (UX) platform, but it also offers on-site surveys to collect feedback from website visitors. These are short surveys that appear as popups or slide-ins on your site. You can control when they appear, such as after a purchase, when someone scrolls to the bottom of a page, or when they move their mouse toward the exit button. You can also target them to specific visitor groups, like first-time visitors or returning customers. This setup helps businesses capture timely, relevant feedback about the visitor experience while people are still engaged on the site.

Pros:

✅ Pre-built survey templates & AI-generated questions

✅ Customizable feedback popups & survey widgets

✅ Advanced targeting to show surveys to specific users or segments

✅ Branding options include logos, background color, button color, & text color

✅ Multilingual surveyssu

✅ Timing: select when to show this survey to users

✅ Frequency option lets you choose how often users see the survey

✅ Integration with Hotjar analytics (Funnels, Trends, Session Replays)

✅ Integrations include Microsoft Teams, Webhooks, Zapier, Excel, Trello, etc.

Cons:

❌ Requires installation of tracking code on your site

❌ Many advanced features are available only on paid plans

❌ Fully web-focused; not suitable for off-site survey distribution

Plans & Pricing

Hotjar provides a 15-day free Growth trial with full access to surveys and analytics. Paid plans start at $39/month and add advanced features, customizations, and integrations.

6. Qualitrics Surveys

Qualtrics is a survey and experience management platform used by businesses of all sizes, from individual researchers to enterprise teams. It enables highly customizable surveys with advanced question types and multi-channel distribution, including email, SMS, QR codes, and website embeds.

With AI-powered analytics, real-time feedback capture, and automated follow-ups, Qualtrics helps organizations measure customer sentiment, identify satisfaction drivers, and take action to improve loyalty and business outcomes.

Pros:

✅ Advanced survey logic & branching

✅ Wide variety of question types, including audio & video responses

✅ Multi-channel distribution (email, SMS, QR, website embeds)

✅ Real-time analytics & dashboards

✅ AI-powered insights & reporting

✅ Pre-built templates & guided solutions

✅ Free plan lets you run 3 surveys at a time, with up to 30 questions per survey

Cons:

❌ Paid plans are feature-rich but can be expensive

❌ Free plan is limited in the number of active surveys, questions, & responses

❌ Some advanced analytics & integrations are only available in paid plans

Plans & Pricing

Qualtrics offers a free plan with basic features, allowing users to create, distribute, and analyze user feedback at no cost. Paid plans provide access to unlimited surveys, advanced analytics, AI-powered video and audio feedback summarization, and other advanced tools. Pricing starts at $420/month for small teams and scales upward for enterprise deployments, which is considerably higher than many other survey platforms for marketers.

Wrapping Up

Surveys are an essential tool for marketers looking to gather actionable insights and make informed decisions.

When selecting the right marketing survey tool, consider your priorities: do you need advanced features and detailed data analysis, like those offered by Opinion Stage, or are you looking for a quick, straightforward solution, like Google Forms?

Ultimately, the best survey tool is the one that fits seamlessly into your workflow and helps you truly understand your audience. This guide should give you the clarity (and options!) to choose confidently.