Top 3 Survey Software: Comparison of Qualtrics Research Core, SurveyMonkey and SurveyGizmo

Qualtrics: No. 1 Survey Tool


Are you searching for a survey research tool where you can create surveys, analyze data, and gain actionable insights? Plenty of choices are available today. To start, let’s take a look at the top 3 survey software solutions you can check out and compare their features and functionality.

What are the top 3 survey software solutions?

Survey software is a tool used for different purposes—market research, customer experience, and employee feedback, among others. Regardless of your goal and audience, choosing a platform where you create surveys, distribute them, and analyze their results is crucial. You can find more basic details about this tech niche when you read our comprehensive article on “What is survey software?

The channels where you conduct surveys is also important which is why it should be one of the first things to consider when choosing a platform. Unfortunately, many companies make the mistake of focusing on a single channel and fail to maximize each available distribution channel.

In the survey alone, 59% of brands collect feedback on social media platforms such as Facebook, Twitter, and LinkedIn. Meanwhile, an additional 54% do online surveys and 27% distribute inbound emails. When you combine all these channels,  you can reach a larger, more targeted group of respondents. That said, it’s only the start of the importance of survey solutions.

The channels where brands collect customer feedback. (Source: SnapSurveys)

Some products made it to the top of their niche because of their robust features. Qualtrics has a 45.61% market share in the experience management category according to Datanyze. In the customer feedback category, the top products are SurveyMonkey and SurveyGizmo. SurveyMonkey is at the top 2 position while SurveyGizmo is at the top 9 rank.

At the core of these products are its survey software solutions. These tools help you gather crucial feedback and research information to leverage your processes. Furthermore, there are more factors to look at when it comes to a robust survey tool beyond its market share.

With that, we looked at the feature set and capability of each product to see which one gives you the most value for your investment. Let’s start with an overview of each product.

1. Qualtrics Research Core

Qualtrics Research Core is an enterprise market research platform to capture survey data, analyze it, and strategize action plans from it. It pioneered the use of AI in data analysis to predict market trends using its very own predictive intelligence engine called Qualtrics iQ. The vendor has a comprehensive test-drive offer if you want to check the features first. You can easily sign up for a Qualtrics Research Core free trial here.

Despite processing complex surveys, the app is incredibly easy to use. Beginners and experts in survey creation can easily build, test and modify survey templates within minutes using its graphical user interface. The survey library is filled with templates that expedite building surveys. It cuts down the time it takes to prepare a comprehensive survey which is helpful for users who are not familiar with it.

Qualtrics CX won our Expert's Choice Award for 2018

Qualtrics Research is known as a high-end platform with a rich set of features. Some of its advanced features include embedded data, randomization, advanced branching, display logic, triggers, quotas, mobile compatibility and offline mode. It also has over 100 question types to ensure you can create a survey that suits your specific need.

The single platform can be used for any use case—whether it’s customer satisfaction, product research and development, segmentation and strategy, and marketing and brand research. What used to be a task that’s only available to trained experts is now accessible to anyone in your organization through self-service. This increases productivity and efficiency in your team as each member can independently work on their task.

2. SurveyMonkey

SurveyMonkey is one of the most popular online survey tools for market research. Designing a survey is easy because of its comfortable interface that’s clean and familiar. It has built-in tools that can help you solicit input from your employees, end users, and customers.

Individuals and organizations can use the platform with ease. It handles three crucial steps starting with survey creation. Once it’s ready, the system ensures the survey reaches the right people at the right time in various channels. Lastly, it maximizes the potential of your data through extracting and sharing actionable insights from your surveys.

While the app is not as fast in terms of performance or as advanced as other survey platforms, it’s sufficient for businesses that handle basic types of surveys. Some of the features it offers include A/B testing, ranking questions, and multiple question types. The software is powerful enough to build a foundation for your company’s survey data for crucial decision-making processes.

3. SurveyGizmo

Third on the list is SurveyGizmo. It’s an enterprise online survey tool built for experience, customer, and market research. It has a feature-rich interface with a capability of handling complex tasks yet it balances to have a reasonable learning curve for learning its in and outs.

The survey and data insights platform captures data and visualizes it in a way that gives you real-time, actionable information from it. It has over 300 features, full customizations, and out-of-the-box advanced data collection system to give you the freedom of using the platform the way you need it.

Since gathering information is not a one-size-fits-all process, it has platforms for assessment, feedback, and research depending on your purpose of using the software. Additionally, it has solutions for a variety of industries as well. It simplifies survey logic and tracks email campaigns with ease. While it has a steeper learning curve, it’s understandable in order to maximize its robust features well.


Comparison of Key Functionalities


Qualtrics Research Core, SurveyMonkey, and SurveyGizmo are the leading survey solutions. But how do they compare in terms of features and functionality? We’ll tackle their most important features below.

Question Types

If you’re looking for a tool that can support your complex survey needs, Qualtrics is the most robust choice. You can ask a question in more than 100 ways under 23 question types—each with a variety of settings for accessing each possibility.

Some of the question types you can choose from include static content, standard questions (such as multiple choice, rank order, and matrix table), specialty questions (NPS, drill down, and constant sum), and advanced (captcha verification, meta info, file upload), among others. Each option gives you an effective method of collecting detailed information from your respondent without requiring much effort on their part. Some question types that are unique to Qualtrics are gap analysis, captcha verification, and meta info.

Meanwhile, SurveyMonkey and SurveyGizmo aren’t lagging behind when it comes to the variety of question types offered. Both have the most commonly used survey question types such as NPS, single textbox, ranking, star rating, and Likert scale, among others. SurveyGizmo gives more functionality than SurveyMonkey as you can use its API to create custom question types.  


Qualtrics, SurveyMonkey, and SurveyGizmo are excellent when it comes to collaboration. Each has its own set of tools that enable you to work together with your team, department, and even clients. Teams that share projects move faster and eliminate duplicate efforts.

SurveyGizmo has built-in collaboration tools with a multiple-user capability that enable you to work on and build your own survey projects. It also has flexible user permissions, team structures, and defined roles. SurveyMonkey has similar features for teams to create, edit and analyze surveys together. In addition, SurveyMonkey and SurveyGizmo ensure your data is protected during collaboration with the use of security tools such as access and role-based permissions.

Qualtrics has the Collaborate feature that enables users to log in to their accounts and access the surveys without giving out your account information. You can also restrict the type of access for users. Furthermore, Qualtrics has a more elaborate solution on collaborating inside your organization (individual users and groups in your organization), outside your organization (new users) and SSO (Single Sign-On) users. These let you stay on top of shared surveys through collaboration permissions.  

Distribution Channels

Distributing your survey is crucial to reach your respondents. The more distribution channels your software has, the wider range of respondents it can reach. The top 3 survey software solutions in this list offer various channels for sending out your surveys.

SurveyGizmo offers three main channels: email invitations, social media, and embedded website surveys. Additionally, it includes kiosk surveys, offline surveys, and anonymous surveys.

As for SurveyMonkey, it distributes surveys through its collector types: web link, email invitation, social media, Facebook Messenger, mobile SDK, and manual data entry. You can also purchase survey responses of respondents based on specific criteria for a targeted audience. However, this feature is not available in all countries and comes at an added cost.

If you are looking for more options on sending out surveys, Qualtrics is known to offer a long list of distribution channels compared to other products. For a start, it supports email surveys, SMS surveys, websites and mobile sites, social media platforms, QR codes, IVR, receipt surveys, and offline surveys.

It also has a survey director which gives you complete control over a survey by generating a single dynamic link. This points respondents—based on criteria such as location and demographic—into a single survey at a specific period.

Reporting and Analytics

Qualtrics Research Core is built for complex research which can be observed through its in-depth reports and analytics. First of all, you can choose two places, each serving a different purpose, where you can build a report under the Reports tab.

The choices are Results and Reports. The former gives a quick view and analysis in a default report that consists of custom visualizations and question-based pages. The latter enables you to control the layout and format the report from scratch.

What sets Qualtrics apart from other choices is its own predictive intelligence engine called Qualtrics iQ. Powered by machine learning and artificial intelligence, Qualtrics Research Core eradicates tedious manual analysis by directly providing statistical and predictive analysis.

Even though SurveyMonkey and SurveyGizmo are not as robust as Qualtrics Research Core, the reports they generate are still useful and sufficient for most data-collecting needs. For instance, SurveyMonkey gives real-time reports as soon as a survey is completed. Through team collaboration, you can slice and dice results and extract actionable insights.

SurveyGizmo, meanwhile, offers a good variety of reporting capabilities. Some examples include a standard report, crosstab report, profile report, comparison report, and TURF (Total Unduplicated Reach and Frequency) report.


The top 3 survey solutions offer integrations and API access for you to maximize and streamline your business process along with your existing systems. This eliminates redundancy and increases efficiency throughout your organization.

SurveyGizmo is designed to work with third-party software solutions. Its list has over a hundred products on its roster including Wordpress, Zapier, ActiveCampaign, and Salesforce, among others. It also has a full-featured API with multiple versions.

SurveyMonkey provides a long list of app directory to integrate with. It connects with plenty of software systems for running your business. This includes CRM, customer support, analytics and reporting, email, marketing, productivity, and social tools, among others.

Some examples are Marketo, Eloqua, Salesforce, MailChimp, Slack, Zapier, and HubSpot. If the wide array of options are not enough, SurveyMonkey lets you use its API for customizing behavior data, automating data findings, and engaging customer feedback.

Out of the box, Qualtrics doesn’t have as many integration options as the two previous tools. It does offer integration with popular products such as Salesforce, Tableau, Marketo, Slack, and Adobe Analytics. Meanwhile, the Qualtrics API is highly robust for a more custom approach. It lets you automate tasks and transfer data back and forth between Qualtrics and external systems.


There is a clear distinction in pricing for the three products. SurveyMonkey and SurveyGizmo is a tie when it comes to their pricing tiers. In fact, you can create an account on the two products for free using their basic plan.

However, it only includes the basic features of creating and sharing surveys. To get more advanced features, upgrading to premium plans is necessary. The tiers start at an SMB-friendly price point which is at $24/month for SurveyGizmo. Both of them also offer enterprise solutions at custom pricing.

The cost of Qualtrics Research Core is at the higher end. However, it packs more advanced features and supports more complex processes in its platform. The pricing is only available on a quote request to allow their experts ensure the system includes the essential features you need.

While Qualtrics Research Core is more expensive at a glance, it offers a better overall value in your investment due to its full-featured platform. SurveyMonkey and SurveyGizmo may be more affordable as their plans start low, yet it’s worth noting that many of the advanced features are only available for higher-tiered plans which means you’ll have to pay added costs to upgrade. Hence, the overall cost may be more or less equal to Qualtrics in total for a similar set of features.


The top 3 survey software solutions are leading in their category because of their robust features and offerings. There is no one-size-fits-all solution, hence, a comprehensive business evaluation is crucial to identify the processes you want to streamline and the issues you want to solve when it comes to conducting surveys.

Identify how sophisticated you want your surveys to be. Know what audience you want to capture data from in what channel, method, and frequency, among others. Additionally, you’ll also want to consider the complexity of your data, the security you want to have for it, the roster of integrations you need for your existing systems, and the system’s performance in terms of speed and capabilities.

For users who only do basic surveys, SurveyMonkey is a good choice. Those who want a more complex solution may look at SurveyGizmo as it offers more features and functionality. However, SurveyGizmo has a steeper learning curve to maximize all its features compared to Qualtrics and SurveyMonkey.

For in-depth and complex surveys, Qualtrics Research Core offers the best value for your investment as it has a richer feature set with more variety of question types, skip and branching logic, and reporting options. Despite its advanced features, it’s also more intuitive and easy to use. It also offers better time-saving solutions in setting up surveys, especially for longer ones. You can easily sign up for a Qualtrics Research Core free trial here.

Category: B2B News

Leave a comment!

Add your comment below, or trackback from your own site. You can also Comments Feed via RSS.

Be nice. Keep it clean. Stay on topic. No spam.

You can use these tags:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

This is a Gravatar-enabled weblog. To get your own globally-recognized-avatar, please register at Gravatar.

I agree to publishing my personal information provided in this comment.

Page last modified