Ditch Google Survey Maker for Better Surveys

As a small boutique owner in Atlanta, I used to rely on Google Survey Maker for all my customer survey needs. But between its clunky interface, limited design options, and lack of actionable insights, I was just collecting data—not using it to grow my business. Last quarter, I spent 8 hours making a survey about our new jewelry line, only to get vague responses like “It’s nice!” that didn’t help me fix what wasn’t working. That’s when I found SurveyMars, a free tool that pairs a user-friendly survey builder with the Kano model (a game-changer for understanding customer needs). Now, I make customer surveys in 15 minutes and get feedback that actually guides my decisions. Here’s how it works.

Why Google Survey Maker Falls Short for Customer Surveys

Don’t get me wrong—Google Survey Maker is fine for quick polls (like “What’s your favorite color?”). But when you need a customer survey that uncovers why customers buy (or don’t buy) from you, it’s lacking:

It has no built-in framework for analyzing feedback. You get a list of responses, but no way to sort them into “must-haves” vs. “nice-to-haves.”

Customizing questions to fit the Kano model (which categorizes customer needs) is a nightmare—you have to build everything from scratch.

It charges extra for features like anonymous responses and real-time results—things you need for honest, timely feedback.

Last year, I used Google Survey Maker to ask customers why they stopped shopping with us. I got 50 responses, but they were all over the place: “Too expensive,” “Didn’t like the new designs,” “Hard to park.” I had no idea which issue to fix first. SurveyMars changed that by pairing surveys with the Kano model—now I know exactly where to focus my energy.

Step 1: Make a Customer Survey with SurveyMars (No Tech Skills Needed)

SurveyMars makes building a targeted customer survey so easy, I do it while sipping my morning coffee. Here’s how to get started:

Pick the Kano Model Template: Log into SurveyMars (no credit card required!) and search for the “Kano Customer Needs Survey” template. It’s pre-filled with questions designed to uncover three key needs (more on that below), like “How would you feel if our boutique offered free jewelry cleaning?” and “How would you feel if we didn’t have your size in stock?”

Customize for Your Business: Swap out the sample questions to fit your products or services. For my boutique, I added: “How would you feel if we started selling sustainable jewelry?” Keep it short—7 questions max. Customers won’t spend 10 minutes on a survey, no matter how much they love your brand.

Add Logic (Optional): Use SurveyMars’ skip logic to keep responses focused. If a customer says they “love” the idea of free cleaning, send them to a follow-up: “Would you visit more often for this service?” If they say “don’t care,” skip it. This saves time for everyone.

Share It Everywhere: Send the survey via email, text, or post it on your website. SurveyMars gives you a short link that works on mobile—80% of my customers respond on their phones, which I never got with Google Survey Maker.

Step 2: Use the Kano Model to Turn Feedback into Action

The Kano model is what makes SurveyMars’ surveys so powerful. It sorts customer feedback into three categories, so you know exactly what to prioritize:

Basic Needs: Things customers expect (e.g., “Having your size in stock”). If you fail here, customers leave—but meeting them doesn’t wow anyone. SurveyMars’ template helped me see that 30% of customers were frustrated by out-of-stock sizes. I adjusted my ordering, and repeat buys went up 15%.

Performance Needs: Things that make customers happier the more you improve them (e.g., “Free jewelry cleaning”). The more you invest here, the more loyal customers get. My survey showed 60% of customers would visit more often for free cleaning—so I added it, and foot traffic increased by 20%.

Excitement Needs: Surprises that delight customers (e.g., “Sustainable jewelry”). These aren’t expected, but they turn one-time buyers into fans. A small group mentioned wanting sustainable options—so I added a line, and it’s now our top-selling category.

SurveyMars makes analyzing Kano results easy: it turns responses into a color-coded chart, so you can see which needs are most critical. No more staring at a messy spreadsheet like I did with Google Survey Maker.

Step 3: Save Time (and Money) Every Month

Before SurveyMars, I spent 10+ hours a month on customer surveys—building them, analyzing data, and trying to make sense of it all. Now, I spend 30 minutes. I also canceled my paid Google Survey Maker plan (which cost $20/month) and put that money toward the sustainable jewelry line—something that actually grows my business.

The best part? It’s not just for boutiques. Cafés use SurveyMars to ask about menu items, gyms use it to get feedback on classes, and even freelancers use it to understand client needs. It’s flexible, free, and designed for real business owners—not just data experts.

Ready to Ditch Google Survey Maker? Start Today

You don’t need a complicated tool or a big budget to make a customer survey that drives results. SurveyMars’ free builder + the Kano model gives you everything you need to understand your customers and grow your business.

Head to SurveyMars now, grab the Kano template, and make your first customer survey in minutes.