Forms & Surveys

SmartSurvey

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by SmartSurvey Ltd · www.smartsurvey.co.uk

An AI-assisted analysis of public evidence — not a hands-on test.

Every score, rationale and verdict on this page is AI-generated. Every claim cites the source it was read from. Nothing here is a human star review — and no score can be bought. How scores are made →

Method and versions

The Market Researcher v1.0 · The Operations Manager v1.0 · The HR Lead v1.0 · The Academic Researcher v1.0 · The Data Protection Officer v1.0 · The Skeptic v1.0 · rubric v1 · evaluated 3 Nov 2026

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<a href="https://whats-best.ai/software/forms-and-surveys/smartsurvey"><img src="https://whats-best.ai/badge/forms-and-surveys/smartsurvey.svg" alt="SmartSurvey: AI-assisted analysis on whats-best.ai" height="66"></a>

Markdown

[![SmartSurvey: AI-assisted analysis on whats-best.ai](https://whats-best.ai/badge/forms-and-surveys/smartsurvey.svg)](https://whats-best.ai/software/forms-and-surveys/smartsurvey)

Add ?theme=dark to the image address for dark backgrounds. The badge shows the category and the month of the latest evaluation, and EU-Made where that is the product’s provenance. It never shows a score.

SmartSurvey at a glance

Vendor: SmartSurvey Ltd
Headquarters: Not stated on the vendor’s pages as of 3 Nov 2026
Data hosting: Default not stated; pages mention United Kingdom source, captured 3 Nov 2026
Free plan: Not stated on the vendor’s pages as of 3 Nov 2026
Panel verdict: The AI panel rates SmartSurvey 3/5, the mean of 6 judges. SmartSurvey is a UK survey and form builder whose strongest criterion is collection and workflows, scored 7-8: contact-list invitations with reminders that skip bounced and completed recipients, email and SMS delivery, website and in-app embeds, popups, QR codes, unlimited tracking links, event triggers, a documented API and stated panel access to over 20 million respondents across 70+ countries. how scores are made
As of: Vendor pages captured 3 Nov 2026; evaluated by the panel 3 Nov 2026. all sources

SmartSurvey alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The Market Researcher

Weighted verdict

Runs customer and brand studies for a mid-sized consumer-goods company, three waves a year in four languages. Wants logic and quotas that keep the sample clean, invitations with reminders, cross-tabs and NPS without exporting to a spreadsheet first, and open answers grouped into themes before the board meeting.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Market Researcher

Panel median The Market Researcher This judge’s scores over the panel median. Each label opens its reasoning below.

Scores per criterion, in stars out of 5
Criterion	Panel median	The Market Researcher
Form & survey building	3 of 5	3 of 5
Distribution, response collection & workflows	3.5 of 5	4 of 5
Survey analysis & reporting	3 of 5	3.5 of 5
Consent, GDPR & respondent data	3 of 5	3 of 5
Hosting choice, teams & portability	3 of 5	3 of 5
European sovereignty	2.5 of 5	3 of 5

Form & survey building

How this is scored

What can be built without code: question and field types, conditional logic and branching, piping and hidden fields, calculations, multi-page forms and progress, templates, design and branding, multiple languages, and accessible output for respondents.

0 — Not a form or survey builder; questions cannot be authored in the product.

3 — A builder with the common question types and a few templates; logic, branding or languages are basic or not described.

5 — A drag-and-drop builder with a wide range of question types, conditional logic that shows, hides or skips questions, multi-page forms, a template library, and the customer's logo, colours and fonts.

8 — Advanced logic with piping, hidden fields, calculations and scoring, randomisation, surveys translated into several languages from one master, reusable question libraries, custom CSS or themes, and accessible forms with a named standard (WCAG 2.1 AA or BITV) stated.

10 — Best-in-class authoring: complex research designs (loops, quotas in logic, conjoint or MaxDiff), versioned forms with change history, a published accessibility conformance report, and every element of a form available through the API.

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The Market Researcher

Skip logic and piping are documented in real depth — rule conditions, jump-to-page with a start-at question, answer piping with system variables and contact-list fields, carry-forward responses, and a disqualified-page route for screening. For my research designs I miss evidence of quota control, randomisation, calculations, or one master survey translated across my four languages, so this sits between a standard builder and research-grade authoring. 1 4 5 7 10

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Distribution, response collection & workflows

How this is scored

How forms reach people and what happens to an answer: share links, embedding, QR codes, email invitations with reminders, contact lists and panels, offline or kiosk collection, file uploads, payments and signatures inside the form, notifications, approval or assignment of submissions, and automations that pass a response on to other tools.

0 — No way to collect responses from other people; the product only analyses data collected elsewhere.

3 — A share link and an embed code, with responses visible in the product; invitations, notifications and onward workflows are basic or not described.

5 — Links, embedding and QR codes, email notifications on submission, file uploads, a few native integrations (spreadsheets, CRM, chat) plus a connector service such as Zapier or Make, and either email invitations with reminders or payments inside the form.

8 — Invitations to managed contact lists with reminders and unique links, response quotas and closing rules, offline or kiosk collection, submissions routed for approval or assignment, conditional notifications, documented webhooks and a REST API to read and write responses.

10 — Collection at research and process scale: panel or sample sourcing, multi-channel distribution (email, SMS, web, app intercept) with deduplication, workflows with branching and audit trail, and every response event exposed to the customer's systems in real time with a stated delivery guarantee.

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The Market Researcher

Invitations go to managed contact lists with follow-up reminders that exclude bounces and already-completed respondents, and around that sit email, SMS, web pop-up, embed, QR and in-app channels, unlimited unique tracking links, event triggers, a documented API, and access to a panel of over 20 million respondents across 70+ countries. I found no public information on response quotas, closing rules, offline or kiosk collection, or webhooks, which is what holds it below the top band. 1 6 7 10

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Survey analysis & reporting

How this is scored

What the product does with the answers: live results and charts, filters and segments, cross-tabulation, NPS, CSAT and other standard scores, open-text and sentiment analysis, shareable dashboards and reports, and exports to the formats analysts use (CSV, Excel, SPSS, R).

0 — No view of results inside the product; submissions can only be forwarded or downloaded one at a time.

3 — A table of responses with simple charts per question and a CSV export; filters, comparisons and report sharing are basic or not described.

5 — Charts per question, filters and segments, at least one comparison or cross-tab view, standard scores such as NPS, shareable or exportable reports (PDF, presentation), and exports to CSV and Excel.

8 — Cross-tabulation with significance testing, weighting, open-text coding or sentiment analysis, trend reports across survey waves, dashboards for different audiences with permissions, and SPSS or R exports with labels.

10 — A research-grade analysis environment: statistical models beyond cross-tabs (driver analysis, regression), benchmarks, text analytics with themes the customer can edit, and every analysis reproducible from documented exports or an analytics API.

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The Market Researcher

Cross-tabs are documented with row or column orientation, raw numbers or percentages in cells, filters and export options; NPS is a native question type, dashboards update live, reports can be filtered, scheduled and shared, and AI theme and sentiment detection covers open text before my board meeting. I found no public information on significance testing, weighting, trends across waves, or SPSS and R exports, so analysis stays a notch below research-grade. 1 3 9

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Consent, GDPR & respondent data

How this is scored

What the product gives the customer to collect personal data lawfully: consent and privacy-notice fields, anonymous surveys that really drop IP addresses and identifiers, retention periods and automatic deletion, handling of access and erasure requests, encryption of responses, a data processing agreement, and controls over cookies and tracking on the form itself.

0 — The product collects no personal data from respondents, so there is nothing to protect; or it is a different kind of product.

3 — A privacy policy and a statement of GDPR compliance, with a checkbox field usable for consent; anonymity, retention and deletion are not described.

5 — A data processing agreement offered to customers, a consent or privacy-notice field, an anonymous mode that does not store IP addresses, responses deletable by the customer, and encryption in transit and at rest stated.

8 — Retention periods with automatic deletion, tools for access and erasure requests per respondent, field-level encryption or masking of sensitive answers, forms that set no tracking cookies by default, a published list of technical and organisational measures, and a named data protection officer.

10 — Data protection by design and evidenced: end-to-end or customer-key encryption of responses, documented data minimisation defaults, a DPA with audit rights and subprocessor change notice, records of consent kept with each response, and an independent audit of the privacy controls published.

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The Market Researcher

Anonymous surveys genuinely drop the respondent's IP and email address, individual responses can be found, edited, exported and deleted, encryption is stated as TLS 1.2 in transit and SQL Transparent Data Encryption at rest, a DPO and data protection team are in place, and an export of consent alongside completion timestamps is offered as GDPR evidence. Deletion has to be initiated manually today, retention is only "as long as necessary", and I found no public information on field-level encryption or the cookie behaviour of the form page itself. 2 3 10 11

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Hosting choice, teams & portability

How this is scored

What the customer may choose about where and how the product runs and who uses it: a selectable data region or EU-only hosting, self-hosting or an on-premise edition, team workspaces with roles and permissions, single sign-on, an audit log, custom domains and white-labelling, and a complete export of forms and responses that another tool can import.

0 — A single-user tool with no export of forms or responses.

3 — Shared access for a team and a response export; data location, roles and single sign-on are not described.

5 — Hosting location stated with an EU option, team workspaces with at least two roles, single sign-on on a higher plan, a custom domain or removed vendor branding, and an export of all responses.

8 — EU-only hosting selectable per account or a self-hosted edition, granular roles per form or folder, SSO with SAML and user provisioning, an audit log, white-labelling, and forms and responses exportable in a documented format with an API.

10 — Full control over operation: an open-source or on-premise edition with feature parity, customer-chosen region per workspace, administrative APIs, a documented migration path in and out, and an uptime commitment with a published status history.

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The Market Researcher

Hosting is UK-based on servers from a named provider, permissions are granular per survey for sub-users on Business or Enterprise team accounts, surveys can be transferred between users, and single sign-on via OpenID Connect with PKCE arrives on Scale plans and above — with SAML explicitly not supported. I found no public information on an EU or selectable data region, self-hosting, an audit log, or white-labelling. 1 3 12 13

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where forms and responses are hosted, and who the subprocessors are (hosting, email delivery, payment providers, analytics, AI features). Independently sourced by the sovereignty pipeline; responses often carry personal and sometimes special-category data, so the whole chain counts, not only the database.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and no data processing agreement offered.

3 — A privacy policy and a data processing agreement exist, but hosting location is unstated or non-EU and the subprocessors are not listed.

5 — EU hosting available and an EU contracting entity or EU representative, but parts of the chain (email, analytics, AI features, support) run through non-EU providers without a stated safeguard.

8 — EU hosting on named infrastructure, EU contracting entity, subprocessors listed with their locations, a data processing agreement published, and security certifications (ISO 27001, SOC 2) stated.

10 — Sovereign end to end and evidenced: European ownership, entity, hosting and every subprocessor, data export and deletion documented, and certifications published with their scope rather than implied.

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The Market Researcher

The contracting entity is SmartSurvey Ltd in Tewkesbury under the law of England and Wales, data sits in a UK data centre on servers from a named provider (ANS), a sub-processor list is published with payment providers named, ISO 27001 is stated, and an EU representative is appointed. The captured pages also state that data may be stored or processed outside the UK or EEA and that Google Analytics runs on the site, and I found no EU hosting option, so I read this as a transparent UK chain rather than an EU one. 1 2 3

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Pricing transparency not rated — the vendor publishes no price

How this is scored

Whether a buyer can compute the real annual cost from public pages alone: price per plan and per user, response or submission limits and what happens above them, which features (logic, branding removal, SSO, EU hosting, analysis modules) need a higher plan, add-ons, minimum term and the free tier's limits.

0 — No public prices at all; every customer is a sales call.

3 — A starting price or a free tier exists, but how cost scales with users, responses or features is unclear.

5 — Plans are public with prices and their main limits (users, responses, forms), but at least one commonly needed piece (SSO, EU hosting, extra responses, branding removal) is unpriced or "on request".

8 — Every plan priced publicly with its limits, overage or extra-response prices, feature differences per plan in a comparison table, billing period, VAT treatment and cancellation terms stated.

10 — Complete price computability: annual cost derivable for a given number of users, responses and features, with every add-on, enterprise option, support level and data-return term published.

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The Market Researcher

A free Basic tier exists and some gating is documented — single sign-on needs Scale or above, user management needs Business or Enterprise, the default answer feature needs a Business-Level Account, and TLS encryption is excluded from the free plan — but the captured pages give only tier names, "Self-service" and "Full Access", with no prices, response limits or overage terms. I cannot compute an annual cost from what is public. 2 7 10 12 13

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European sovereignty — proven facts

0 of 6 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Legal entity	Not determined	—	uncited Report an error
Hosting location	Not determined	—	uncited Report an error
Hosting options	Not determined	—	uncited Report an error
Open source	Not determined	—	uncited Report an error
Data processing agreement	Not determined	—	uncited Report an error
Transfer impact assessment	Not determined	—	uncited Report an error

Questions about SmartSurvey

Is SmartSurvey European?

Not determined: the vendor’s pages as captured do not say where SmartSurvey is based.

Where does SmartSurvey store data?

The default storage location for customer data is not stated on the vendor’s pages as of 3 Nov 2026. The vendor’s pages mention United Kingdom as hosting location, per the vendor’s page captured 3 Nov 2026.

Does SmartSurvey have a free plan?

Not stated on the vendor’s pages as of 3 Nov 2026.

What are the best alternatives to SmartSurvey?

As of 3 Nov 2026, the panel rates Formbricks (4/5), easyfeedback (3.5/5) and Netigate (3.5/5) highest among the other 19 Forms & Surveys products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is Formbricks (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: SmartSurvey alternatives.

Where this could be wrong

Evidence ages. The oldest capture behind this page is from 3 Nov 2026. Vendors change pricing and policies without notice; every fact reflects its source as of the capture date shown in the registry.
AI can misread a source. Extraction and judgement are automated; a citation guarantees traceability, not infallibility. If something here is wrong, say so — no account needed, every report is decided within 5 business days, and accepted corrections are published.

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

6 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
2 compliance facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
1 pricing fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material. Know more? Tell us

Do you know more about SmartSurvey? Tell us Report an error on this page

Sources (13)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

1 Vendor page www.smartsurvey.co.uk Checked 3 Nov 2026 Details →
2 Privacy policy — found from the homepage www.smartsurvey.co.uk Checked 3 Nov 2026 Details →
3 Security / trust page — found from the homepage www.smartsurvey.co.uk Checked 3 Nov 2026 Details →
4 Form & survey building — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
5 Form & survey building — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
6 Distribution, response collection & workflows — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
7 Distribution, response collection & workflows — found from sitemap www.smartsurvey.co.uk Checked 3 Nov 2026 Details →
8 Survey analysis & reporting — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
9 Survey analysis & reporting — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
10 Consent, GDPR & respondent data — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
11 Consent, GDPR & respondent data — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
12 Hosting choice, teams & portability — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →
13 Hosting choice, teams & portability — found from sitemap help.smartsurvey.co.uk Checked 3 Nov 2026 Details →