Part 4/6:
According to Lewis, SurveyMonkey exists in a precarious position where it is "squished at both ends" of its market spectrum. On one hand, there are free survey tools like Google Forms that meet the basic requirements of casual users. On the opposite end, there is robust enterprise-level software tailored for complex business requirements incorporating elements of human resources and customer relationship management (CRM).
As companies that operate in HR often integrate survey capabilities with broader functionalities—like payroll and accounts receivable—SurveyMonkey's standalone model struggles to compete against these comprehensive platforms that provide added value to businesses.