Making the most of your Survey Tool

Capturing qualitative data can revolutionize your business. This more descriptive data type complements all the quantitative data you might be capturing from Google Analytics and will give you the answers to attract and work with more clients.

In this blog post, I will be covering how you can use survey tools like SurveyMonkey and Google Forms, as well as what key functionalities to look out for when choosing a survey tool. This can be used for if you are new to this tool or are evaluating your existing tool.

Like all my tools posts, I don’t endorse any specific brands. Instead, start with your business needs and then work from there.


There are a lot of less popular tools that can fulfill your specific needs. Spending a bit of extra time upfront to understand what you need can go a long way.

Let’s start! First, identify how you will be using your survey form. Here are some ideas:

  • Client intake form to evaluate if you and your potential client are the right fit. Also good for going to your first call prepared with what your client’s pain points are.
  • Feedback form to capture specific opinions regarding a product or service your client has just completed.
  • Research form to get more information about a specific issue your client base in experiencing (and where you can possibly help).


These are just some ideas but survey can be used for many different reasons. It is probable that you will have more than one survey so list out all the surveys you need currently.


Next, it is time to get specific about the requirements for each survey. Will there be large text answers or multiple choice? Do you need it to integrate with your email platform? How will you be sharing the forms?


If you aren’t sure what your needs are, here are some functionalities to consider:

  • Question/Response Types: what options do you want to provide to your users? Multiple choice, drop down, ranking, simple textbox? SurveyMonkey for example has a wide array of options to capture the most accurate answers possible.
  • Design: depending on your business, you might get more picky about the look and feel of your survey. Or you might want a pre-built template that makes things look pretty out of the box like in Google Forms. Consider how you want your survey to look in relation to your brand.
  • Integrations: how will be sharing your forms? Email, private link, or embedded on your site? Identify the other platforms you are using that might need to play nice with your survey. For example, some survey tools have a direct integration with Wordpress or your email provider.
  • Reporting: if you are capturing ranking data from a large group of people, looking at each answer individually is not effective. Instead, a graph will help you extract insights a lot of faster. Most survey tools have reporting, but some provide a wider amount of options to analyze and get insights from your survey responses.
  • Automation: finally, many tools have automation options, tied with your email provider or CRM (Client Relationship Management Tool).  If you are farther along in your business, this functionality makes your life a lot easier and uncovers direct sales opportunities without you having to rake through data. This is also called piping.


There are many other functionalities but I consider the above to be the most important.

Whatever tool you choose, make sure it is serving you and your business needs. Don’t just go with the most popular (or the first tool you stumble upon).


Especially if you have been in business for a while, investing in tools and systems that truly benefit and impact your long term goals (and not just solve a short term problem) can save you time and money.Thinking of switching your survey tool but have no idea where to start? Let me help! Schedule a 15 min call with me; I have the experience to point you in the right direction.