What is Qualtrics?
Qualtrics is an experience management (XM) platform that helps organizations run surveys and research to understand customers, employees and markets. It is best known for its advanced survey software, which supports complex logic, many question types and statistical analysis. Large companies, universities and research teams use Qualtrics to run customer feedback programs, employee engagement studies and market research projects.
Today Qualtrics describes its product as an XM data and AI platform. Beyond surveys, it covers voice of the customer, employee experience and research tools, with AI used for simulation, prediction and summarizing feedback such as video responses. Most of the platform is sold through sales, but Qualtrics also offers a free Surveys account and a self-serve Strategic Research plan that can be bought online. Many universities also provide free academic access.
Qualtrics at a glance
How does Qualtrics work?
- Choose a project type
Start a survey from scratch, use a template, or pick a guided research solution such as concept testing, conjoint or MaxDiff.
- Build the survey
Add questions from many types, including video and audio responses, and set skip, display and branch logic. Question types range from simple choices to rich media answers.
- Distribute
Share the survey by link, email or embedded channels, or target an outside research panel on enterprise plans. The free account includes over 50 survey templates.
- Analyze results
Use crosstabs, statistical tools, dashboards and AI summaries to find patterns in the responses.
- Act on insights
Share dashboards and highlight reels with stakeholders and connect findings to customer or employee programs.
Qualtrics key features
Advanced survey builder
Many question types, piping and branching logic for detailed research studies. The free account includes skip, display and branch logic.
Guided research solutions
Over 20 prebuilt methods such as video diaries, conjoint analysis, MaxDiff and concept tests.
Statistical analysis
Crosstabs and statistical tools help researchers find meaningful differences across groups.
AI video feedback summaries
Generative AI summarizes video responses so teams can review qualitative feedback faster.
Dashboards and highlight reels
Share findings visually with stakeholders who do not need to open raw data.
Customer and employee experience programs
Enterprise tools for voice of the customer, location-level insights and employee listening.
Enterprise security
Certifications including ISO, HITRUST CSF, FedRAMP and SOC reports for regulated industries.
Why use Qualtrics?
- Qualtrics supports research methods that basic survey tools do not offer.
- Its analysis tools help teams turn responses into decisions, not just charts.
- A free account lets individuals try core survey features before buying.
- Enterprise security certifications suit government, healthcare and finance.
- Customer, employee and market research can run on one platform.
Who is Qualtrics best for?
A good fit for
- Market research and insights teams
- Large enterprises running customer or employee experience programs
- Universities and academic researchers with institutional licenses
- Product teams doing concept and pricing research
Less suited to
- Small businesses that only need simple forms or quick polls
- Teams on a tight budget, since paid plans start in the hundreds per month
- Users who want transparent, self-serve pricing for every tier
Qualtrics pricing
| Pricing model | Contact sales |
|---|---|
| Free plan | Yes |
| Free trial | 30 days (Strategic Research) |
| Starting price | Free Surveys account; Strategic Research $420/month |
The free account allows 1 user, 3 active surveys and 500 total responses. Strategic Research is listed at $420/month or $5,040/year for 1,000 responses with unlimited users, and enterprise products are quoted by sales.
Prices checked October 2026. Vendors change plans often, so confirm on the official Qualtrics pricing page before you buy.
Qualtrics pros and cons
Pros
- Very powerful survey logic and research methods
- Strong statistical and AI-assisted analysis
- Enterprise-grade security and compliance
- Free account available for light use
Cons
- Expensive compared with mainstream survey tools
- Most products require a sales conversation
- Steep learning curve for casual users
Qualtrics integrations and platforms
Available on
Qualtrics alternatives
See the full shortlist in Best Form Builders.
Qualtrics FAQ
Is Qualtrics free?
Qualtrics offers a free Surveys account with no credit card required. It includes 1 user, 3 active surveys, up to 30 questions per survey and 500 total responses, with basic logic and templates. Many universities also provide free academic access through an institutional license. Advanced research features and enterprise products are paid.
What is Qualtrics used for?
Qualtrics is used for surveys and experience management. Companies use it to measure customer satisfaction, run employee engagement studies, test product concepts and conduct market research. Academic researchers use Qualtrics for studies that need complex logic, randomization and statistical analysis.
How much does Qualtrics cost?
The self-serve Strategic Research plan is listed at $420 per month or $5,040 per year, which includes 1,000 responses shared across unlimited users, and it comes with a 30-day free trial. Enterprise research, customer experience and employee experience products are priced by quote based on needs such as response volume.
Qualtrics vs SurveyMonkey: what's the difference?
SurveyMonkey is easier to start with and has lower-cost individual plans, which suits quick business surveys. Qualtrics is built for deeper research, with advanced methods like conjoint and MaxDiff, stronger analysis and enterprise experience programs. Researchers and large organizations tend to prefer Qualtrics, while small teams often find SurveyMonkey enough. Both tools offer free accounts for trying the basics.
Is Qualtrics good for beginners?
Qualtrics can be used by beginners for simple surveys, especially with templates on the free account. However, the platform is designed for professional research, so its many settings and analysis tools take time to learn. Beginners who only need basic forms may find simpler tools faster.
Sources
This overview is based on Qualtrics's official website and documentation, checked October 2026.