The 9 Ultimate Voice of the Customer Tools for Customer Research

Looking for ways to get closer to your customers and understand their wants and needs?

You can do customer research in many ways. From surveys to social media listening, these voice of customer tools will assist you along the way.

If you’re just getting started or searching for new techniques to add to your toolkit – this VOC tools list will help you get the insights you need. 

Today, we’ll list the best of the best, each tool with its pros and cons and pricing so that you can make an informed decision rather than a wild guess.

‍Survicate

Survicate is a customer feedback platform built for fast, flexible, and insight-rich research. From product teams to UX researchers, marketers to customer success leads—Survicate helps you collect and connect feedback across the entire customer journey.

But it’s more than a survey tool.

Survicate is designed for modern customer research: continuous, collaborative, and embedded into everyday decision-making. Whether you’re validating product ideas, uncovering friction points in the user experience, or tracking how sentiment changes over time—Survicate makes it easy to ask the right questions, at the right time, on the right channel.

Best-rated features

• Multi-channel survey distribution: run surveys via website, mobile app, email, shareable links, or directly in chat tools like Intercom—making it easy to reach users at the right touchpoints.
• Advanced targeting and audience segmentation: target surveys by behavior, user attributes, custom events, or device—so you can run precise research with relevant audiences.
• Easy survey logic and branching: personalize survey paths based on responses, enabling follow-up questions tailored to different user types, segments, or answers.
• Question library and AI-powered templates: access ready-to-use questions or generate surveys with AI to quickly design methodologically sound studies—even under tight timelines.
• Dashboards for survey results: visualize survey performance at a glance—track response rates, completion trends, and key metrics over time to quickly evaluate the impact of your research.
• Insights Hub (centralized feedback repository): aggregate survey responses, app reviews, and support feedback in one place—organized by topic, source, and sentiment for easy discovery.
• Research Assistant (AI-powered insight generation): ask questions like “What are the top usability issues mentioned in the last 30 days?” and get real-time summaries based on your feedback data.
• Seamless integrations with research and CRM tools: push feedback into Intercom, HubSpot, Google Sheets, Slack, and more—so research doesn’t stay siloed and can be acted on instantly.
• Multi-language surveys: create surveys in multiple languages with auto-translation support to scale international research and boost global response rates.

Survicate helps you bridge the gap between data collection and decision-making. It brings the power of structured and unstructured feedback into one research workflow—so you can uncover what users think, feel, and need, and build better experiences based on facts, not guesswork.

Key research and analysis features

Centralized feedback collection

Customer research shouldn’t start with hunting for data. Insights Hub consolidates feedback from every key touchpoint—surveys, customer support tickets, app store reviews, sales calls, and more—into a single, searchable workspace.

No more jumping between platforms or requesting data from other teams. With real-time syncing from tools like Intercom, HubSpot, Slack, and LiveChat, your research process starts with everything in one place.

Customizable dashboards for 360 view

Survicate’s dashboards give you a clear, real-time view of your survey performance across multiple projects. You can track key metrics like NPS, CSAT, and response volume, compare trends over time, and filter results by source, audience, or question. It’s a fast, visual way to monitor insights and share progress with your team—no spreadsheet needed.

AI-powered categorization and analysis

Manually tagging feedback and building spreadsheets to make sense of it all? That’s a thing of the past. Insights Hub uses AI to automatically sort incoming feedback into structured topics—organized by themes like usability, onboarding, pricing, feature requests, and more.

You can create your own categories, fine-tune the system, and focus on understanding the why behind what customers are saying—without spending hours digging.

Research Assistant

Need to answer a specific question fast—like “What’s confusing users during onboarding?” or “Why are trial users churning?” Just ask.

Research Assistant scans your collected feedback, highlights relevant insights, and surfaces real customer quotes to support every answer. It saves hours of manual review and lets you uncover patterns you might have missed, turning raw feedback into ready-to-use research findings.

Transcriptions and qualitative feedback

Most valuable user insights are hidden in long-form content—interviews, support conversations, sales calls. Insights Hub lets you upload audio or video files, automatically transcribes them, and categorizes the responses alongside your survey and review data.

This means every quote, concern, or opportunity is searchable, summarized, and ready to be included in your next research presentation.

Weekly topic recommendations

As feedback volume grows, it’s easy to miss emerging themes. Insights Hub tracks new inputs and highlights recurring patterns in weekly topic suggestions—so your research stays current, and your team stays proactive.
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Whether you're running continuous discovery or focused research projects, this helps ensure nothing critical falls through the cracks.

Use cases across teams

Product managers

Validate roadmap decisions by referencing real user feedback. Whether exploring what to build next or improving existing features, Insights Hub helps you align product direction with actual customer needs—without waiting for a dedicated research sprint.

User researchers

Automate parts of your discovery workflow. Instead of manually tagging interview notes or compiling voice-of-the-customer reports, use Insights Hub to gather, structure, and synthesize feedback from multiple sources. Spend less time organizing and more time analyzing.

Customer support and success teams

Identify recurring pain points and surface friction before they turn into churn. With centralized feedback, you can connect the dots between support tickets and product feedback, and turn qualitative insights into actions that improve user satisfaction.

Marketing and messaging teams

Understand how users describe your product in their own words. Insights Hub helps you tap into the language customers use, track sentiment around new launches, and adjust your messaging to better resonate with real users—not just personas.

Pricing

Survicate offers flexible plans for teams of all sizes—from a forever-free plan for early-stage feedback collection to powerful paid tiers built for ongoing customer research. The Starter plan ($79/month) is perfect for short-term projects, while the Growth plan ($49/month with annual billing) includes unlimited surveys, multilingual targeting, AI-powered insights, and collaboration tools. Pricing scales with usage, so you only pay more as your research efforts expand.

The Volume and Pro plans (from $299/month) are ideal for teams collecting thousands of responses across touchpoints like web, mobile apps, and email—with advanced targeting, AI-powered analysis, dashboards, and integrations to CRMs and product analytics tools. For larger organizations, the Enterprise plan (from $499/month) offers custom security, compliance, and white-glove onboarding to support complex research workflows at scale.

Check out the full pricing here.

Free plan

✅ Yes, Survicate does offer a free plan. Also, you don't need your credit card to sign up for the 10-day free trial of the Growth plan.
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Sign up free now.

Alchemer

Probably you might have stumbled upon this tool before when they named SurveyGizmo. Alchemer presents itself as a great solution for CX professionals – and we must admit that it is fairly accurate.

While it might not be a perfect solution for starters or small business owners, it works as a tool for businesses that need a detailed market research tool. It provides a documentation library covering every capability and result. On top of that, it has tutorials that can guide you through customer data collection.

Even though the tool is a great source of different survey questions, it can’t be excessively customized. It’s worth saying that Alchemer surveys are basic in their design, and in the highly competitive landscape, they might not capture customer attention enough.

Nevertheless, it’s a flexible solution, especially if you have developers on hand. 

Best rated features

• Complex exports with statistics
• Detailed library of questions available
• Intuitive interface
• The Alchemer University (tutorial library)
• URL customization

Pricing

Alchemer provides three plans – Collaborator ($55), Professional ($165), and Full Access ($275). They vary mainly by the number of responses available. Pricing is billed per user per month. The demo and a free trial are available on request.

Free plan

✅Yes, Alchemer does offer a free plan.

Mopinion

“Grab yourself a cup of coffee, and let Mopinion take care of all your online customer feedback needs.”

Mopinion is a user feedback platform that focuses heavily on feedback analysis. It can be a good add-on to CRO experts and growth marketers by letting them listen to what customers have to say. With this tool's help, you can easily manage your website and app feedback.

This platform lets you track the sentiment of the reviews – it will automatically detect whether it’s positive, negative, or neutral to get a better overview of their context. It also provides customer segmentation that helps to divide them into groups based on common interests, gender, buying habits, or demographic. 

What we like the most in Mopinion is that it provides highly customizable feedback reports. By dragging and dropping, you can create fully visualized reports that can be your great source of information.

Best rated features

• Feedback aggregation that transforms feedback into actionable insights
• Negative feedback management to track unwanted input and respond to it
• Sentiment analysis
• Easy to set up and start working with
• Feature-rich interface

Pricing

Mopinion pricing plans start at $259, for more customized options, you need to contact their sales. The demo is available upon request, you can also try the 14-day free trial.

Free plan

⛔️ Mopinion does not offer a free plan.

Forsta

How to empower the customer feedback gathering in the field? might be the answer in this case.

It’s an insight technology suite that helps manage the voice of the customer data collection, especially the one you want to gather offline. Using this solution, you can automate the entire data entry process of paper questionnaires while reducing the errors that may occur.

Repurposing questions from multiple sources is another handy feature – thanks to that, you can automatically generate surveys from Microsoft Word (though you cannot tweak them visually in any particular way). 

Even so, you should know that it might not be the most straightforward tool to use and master. Forsta's ease of use received only 3.9 stars on Capterra. So, this solution might require a long learning curve – you need to expect that it may take some time before you become familiar with it.

Best rated features

• IVR (Interactive Voice Response) and CATI (Computer Assisted Telephone Interviewing) for obtaining feedback over the phone
• Paper survey software to deploy paper questionnaires
• CAPI (Computer Assisted Personal Interviewing) enables face-to-face and field interviewing
• Panel management to manage panel discussions

Pricing

A demo is available upon request. The vendor does not provide pricing.

Free plan

⛔️ Forsta does not offer a free plan.

Qualtrics

In the journey towards a better customer experience, Qualtrics seems to be the trusted partner. This tool helps you listen to your customers and react quickly to any negative feedback to fix faulty experiences before they cause more damage.

Among its helpful features is a predictive intelligence engine for detecting patterns and trends and perspective insights to focus on areas with the most impact.

It also provides integrations that let trigger actions in your CRM, ticketing system, or messaging app to create more robust solutions for feedback monitoring. 

Best rated features

• Complaint monitoring to react to negative feedback faster
• Workflow management for creating and designing automated processes
• Predictive intelligence engine for uncovering trends and patterns of customer loyalty
• Recommended actions sent automatically to the respective teams to improve customer satisfaction

Pricing

There is only one pricing plan offered by Qualtrics CustomerXM that starts at $1,500 billed per year. You can get a demo on demand.

Free plan

✅ Yes, according to Capterra, Qualtrics does offer a free plan. The vendor does not provide information about it. 

QuestionPro

QuestionPro is a simple platform that provides a range of applications for measuring and managing customer experience – basic survey tools, market research tools, CX software, and Workforce to streamline employee collaboration.

It provides an intuitive interface that should be easy to learn and master. Creating surveys is not complicated there as well. They are simple in design, and if you don’t need many customization options – they will do the trick.

As it’s quite a complex tool, and it might sometimes be overwhelming and take extra time to find specific features or learn how to navigate the interface easily (especially for new users). 

After all, QuestionPro seems like a good option for larger businesses. 

Best rated features

• Question branching to show participants specific questions based on their previous answers
• Question library with prepopulate common questions
• Analytics component with statistical testing and crosstabs 
• Help sections that streamline the learning process

Pricing

A choice of three plans is available from QuestionPro – Free ($0), Advanced ($99), and Team Edition (pricing provided on request). A demo and a 10-day free trial are both available. Plans vary based on the number of responses and features being added. 

Free plan

✅ QuestionPro does offer a free plan.

Verint

Verint is best known for its Verint Messaging component – which integrates messaging across digital customer journeys and facilitates overall messaging interactions through different channels.

What does it have to do with customer feedback? It provides so-called “Experience Management” to capture, analyze and act on customer feedback in a closed-loop process. 

This tool allows you to combine customer feedback, work, and data while providing social media monitoring features.

Although it is a relatively complex solution, many users complain about its usability. On Capterra, it has just 3.7 stars, indicating that many users have difficulty navigating through the platform and setting up the interface the way they want to. 

Best rated features

• Social media monitoring to extract actionable business insights across social media
• Influencer identification to find the most engaged customers
• Customer-centric roadmaps for digital channels
• Sentiment analysis to get the context of the brand’s mentions
• Templated responses for most commonly asked questions

Pricing

A demo is available upon request. The vendor does not provide pricing.

Free plan

⛔️ Verint does not offer a free plan.

SurveyMonkey

SurveyMonkey is one of the most popular survey software on the market. But is the best one?

It’s a suitable solution for individual users or companies that want to build a simple survey. However, it's not the tool that'll help you create great surveys or questionnaires that capture customer attention. They will disappear among the crowd.

Even though it is a really good tool, sadly, it might not be the best choice if you need something more from your survey's design than predictable, outdated layouts.

Across Capterra and other review platforms, people say that the survey structure is “boring,” causing customers not to complete the surveys, or they are just “a little too simple.” 

Best rated features

• A range of categories available in the template library
• Helpful support, available 24/7
• Multilingual surveys to create surveys in multiple languages 

Pricing

According to the target audience, SurveyMonkey offers three main types of plans – Team, Individual, and Enterprise. Each Enterprise plan is valued individually. Prices start at $25 up to $66 (per user per month).

Free plan

✅SurveyMonkey does offer a free plan.

Medallia

Medallia is an omnichannel platform for capturing customer voices at every customer journey touchpoint. It can help with analyzing the feedback and managing the customers’ interactions. 

It’s a solution that, among its offering, has AI and machine learning that helps companies uncover trends and patterns, predict customer behavior, and understand the customers’ voices even deeper.

What distinguishes Medallia on the market is its dynamic dashboard for analytics and real-time reporting, helping get better insight into what customers think about the brand. 

However, users may feel overwhelmed by the amount of feedback, as the tool cannot sieve the valuable one and tend to gather everything it finds on its way (especially regarding social media monitoring). 

Best rated features

• Customer Lifecycle Insights to create individual overview profiles for each customer
• Real-time feedback management through different channels
• Medallia Social for social listening and managing the online voice of the customers
• Integrations for common systems and APIs

Pricing

A demo is available upon request. The vendor does not provide pricing.

Free plan

⛔️ Medallia does not offer a free plan.

Grow with VOC tools

There are no doubts. By leveraging the voice of the customer tools, you can improve the customer experience, deliver more appropriate solutions to buyers' problems, and increase your ROI.

That's enough to convince you to give VoC tools a try, right?

Start from tool #1 from the list above. Survicate offers a free plan and can give priceless insight into your customers' thoughts. Get your buyers' opinions at the right time of their customer journey. Sign up today!