I like that it allows me to build forms for my website quickly with drag & drop functionality. It's also very intuitive so there aren't any learning curves when you first start using it. The only downside is that sometimes it takes too long between page refreshes after changing something (like adding or removing fields). Sometimes the pages refresh without loading anything new - not sure whether this happens randomly or if it can be fixed by doing some configuration settings? We use Form Assembly to create customer surveys as well as other types of questionnaires. This has allowed us to gather more detailed information from customers which helps improve our products.