For marketers who've got some online survey tool experience under their belts, you'll quickly realize that SurveyGizmo was designed for you. I've done dozens of survey marketing projects over the years, and after working with the software for only a short time, I've concluded that this is the tool I want at my fingertips. Its combination of power and ease-of-use makes SurveyGizmo (which begins at $25 per month, billed annually for individuals) a very easy selection for our Editors' Choice award. Yeah, I like it. SurveyGizmo's free version places no limits on the number of surveys, questions, or responses you manage. The Basic version at $25 per month gives you styling options, survey logic, and the question library. An $84-per-month Standard version adds email campaigns, custom scripts, and more analysis tools. For larger teams who want such niceties as multi-user support and third-party integration, a "Market Research" license is billed annually and comes out to $125 per month. For companies wishing to offer SurveyGizmo to teams of users, you'll need to contact the company for a price quote. Solid Design Tools, With Sparkles Like the other online survey tools I examined, SurveyGizmo helps you build, style, test, and share surveys, as well as examine the results. But I kept finding that Survey Gizmo does the same things its competitors do—one step better. It's easy to see that in the survey creation process. For instance, every application lets you mark a question as a numeric field, and possibly (as with Zoho Survey) give an acceptable range (1-10, not 1-100). SurveyGizmo's validation controls lets you require the number be a positive or whole number. Every application lets you preview how the survey appears to respondents on a webpage; SurveyGizmo shows how it'll look on a desktop PC, tablet, and phone. You can control appearance in all these tools, but SurveyGizmo has lots of themes that go beyond typefaces and background colors. Want an image background? Sure. Your corporate logo? Easy. And those are just three examples among many. Some of its competitors have a few of these features, but not all of them (at least, not until you get to the enterprise-grade-and-priced FluidSurveys). Plus, SurveyGizmo has several question types that others lack or which require extra poking-at to make work. None of the other applications have a list of drop-down boxes, or make it as simple to choose a slider for a rating scale. A continuous-sum question type adds a list so that you can ensure, say, "answers must add up to 100 percent." A Wealth of Features SurveyGizmo has features the others lack, or at least make difficult to find. When the survey logic suggests questions be displayed only to certain respondents (asking "How many children?" only to people with children), the additional questions pop up on-screen. Others require you to direct respondents to a separate page with those questions. It's the only application I used that estimates how long the survey will take for people to complete. (Five minutes? Cool. Then I can tell people what to expect.) You can invite others to test, too, including letting them comment on the survey. You can automatically generate test data with random values. That makes it easier to envision what the report will look like, and is far less tedious than doing a thorough manual test, as in SoGoSurvey. SurveyGizmo also has several ways to track who took the survey. For example, you can create an email campaign with HTML messages it sends out, offering guidance on what to say (such as the expectation that it'll take five minutes to answer the survey). The campaign sends a unique link to each contact (populating the contact list using a spreadsheet), so you can track each contact's progress, send reminders to those who didn't complete, and email a thank-you to those who did. You can also share the survey on Facebook, Twitter, and Buffer; print a QR code; or download a copy to print. If those don't generate enough responses, the company offers an extra-cost service to help you find panelists. SurveyGizmo makes it easy to understand the results, too. It tracks information that others don't (or make hard to find), such as the average time people spent answering the survey, and the breakdown of mobile vs. desktop respondents. That's something you can't get from SurveyMonkey, for instance. You can use an Explorer view for a high-level summary, run an overview report, poke at individual responses, or—this is where the fun is, always—filter the results to discover correlations (such whether age or gender is more of an influence in purchase habits). In addition, SurveyGizmo offers advanced text analysis. For example, I asked respondents to type in the three keywords they'd use in a job search; SurveyGizmo could identify how many wrote in "Python." (Using the text analysis is not trivial; delving into its mysteries is an exercise I leave to you.) Some analysis is automatic, too, such as telling me that 100 percent of the respondents who rated technical training as extremely important in a job search included "Python" among their job interests. A Deceptively Simple, Capable Tool This isn't all to say that SurveyGizmo is so intuitive that you can remain ignorant and merrily stab at buttons, expecting brilliance to pour out of the computer. With this much feature depth, you should expect to take some time to learn how it works. The build tools are so deceptively simple that you (or at least I) could end up poking around the reporting section, certain that I saw the cross-tabulation feature somewhere ("...oh, wait, there it is!"). But most of these quibbles will go away as you gain familiarity (and it might help if you aren't evaluating five similar applications concurrently). SurveyGizmo makes me feel like I'm in calm, confident hands, working with someone who guides me through the process even when I'm not sure what I'm doing. That's what I look for—and I expect it's what you want, too. SurveyGizmo Bottom Line: SurveyGizmo has done an excellent job balancing the ability to do complex tasks with a feature-rich interface design that doesn't get in the way or require long hours of training to use effectively.

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