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I second the motion for InnoSetup!
I would recommend it over any of the other tools because it is a lot easier to use.
I've used InstallShield, InsallShieldLE, and the old (VStudio 2008 and before) built-in package creator (whatever that thing was) and InnoSetup is consistently the best, easiest and most reliable.
You can learn it quickly and it consistently works.
However, the one issue is that InnoSetup cannot generate an MSI.
Sometimes that is a problem.
InnoSetup has all of these advantages and you can write custom install steps (in Pascal, but still, it's doable). In addition, there are multiple ways to interact with the file, from plain-old-text editor to the Inno editor, to a wizard & something with property panes and all that if you're not a coder.
I found WIX to be a major PITA to set up an install and slow as hell when running the install. InnoSetup was easy, fast to install, free, etc, etc, <insert all="" praises="" here=""> (: If you can move away from WIX, I highly suggest InnoSetup
InnoSetup was easy, fast to install, free, etc, etc,
Maybe that is true.
However we do not use an UI to build installers, it's part of an automated process that is controlled by other "scripts". The advantage of such a process is that one can consistently inject/replace publication information into various components (exe, dll, msi ...) of the final product (like version number, file version, copy right, URLs, target market, configuration, etc ...) and had the generating "scripts" under version control ... The WIX's xml files are intermediate targets, it's eassier for us to produce ...
=== edit ===
OK, innoSetup is also script based. In fact I used Pascal for quite a while in the early days. I will have a closer look at it later