Overview

Qualtrics is a survey and experience-management platform for teams that need structured research, from academic projects to sensitive enterprise programs. It suits organizations that value advanced analysis and broad survey logic; its main trade-off is that response allowances and annual billing shape the choice between plans.

Key features

Survey design is flexible even at the free tier: skip, display, and branch logic are included, and surveys can contain up to 30 questions. The free account offers just eight question types, while paid Strategic Research plans expand that to 23, including video and audio responses. That makes the paid tier a better fit for teams collecting richer forms of feedback.

Paid plans also include more than 20 guided research solutions and unlimited surveys and questions per survey. Surveys support more than 70 languages, while dashboards support 24, a meaningful difference for multilingual programs whose analysts also need localized reporting. Advanced analysis includes crosstabs, statistical tools, and generative-AI video summaries. Exports in CSV, TSV, Excel, SPSS, and other formats support downstream analysis; simulation, prediction, and trusted-outcome actions extend the platform beyond collection and reporting.

Qualtrics also offers a respondent panel, custom branding, and response analytics. Its XM Data & AI approach combines experience data with human context to inform decisions. The company says it has 25 years of experience-data expertise; enterprises, governments, and healthcare organizations use it for sensitive programs.

Pricing

Qualtrics Surveys Free costs 0.00 USD per free. It is for individuals and allows one user, three active surveys, 30 questions per survey, 500 total responses, and eight question types. That is a useful starting point for modest research, but the single seat and response cap make it a poor fit for collaborative or sustained programs.

Strategic Research costs 420.00 USD per month, billed $5,040 USD billed annually. It includes 1,000 responses shared across all users, 23 question types, unlimited users, surveys, and questions per survey. The shared response pool is the key constraint: unlimited team access does not mean unlimited collection. This plan suits small teams, individuals, and academics who need broader design and collaboration features and can work within the annual term and response allowance.

Strategic Research Custom has custom pricing based on interactions. It targets enterprise organizations needing higher response volumes, with 5,000 or more responses, 23 question types, unlimited users, surveys, and questions per survey. A 30-day Strategic Research trial provides access to most premium features, with some restrictions; without an upgrade, it automatically downgrades to the free account.

Platforms

Qualtrics offers API access, including a survey API. API availability is useful for teams fitting survey work into an existing stack; no other platform availability is established here.

Who it's for

Qualtrics is strongest for research teams that need branching, analysis, multilingual surveys, and a path from an individual account to a larger program. Its custom enterprise plan and use by governments and healthcare organizations make it relevant to sensitive, higher-volume work. Individuals and small teams can start free, but should compare the free plan's 500-response cap with the paid plan's shared 1,000-response allowance before committing.

Pros and cons

Pro: Skip, display, and branch logic are available on the free plan, so basic survey routing does not require an upgrade.
Pro: Paid plans combine 23 question types, guided research solutions, and advanced analysis, supporting more involved research workflows.
Pro: Unlimited users, surveys, and questions per survey on Strategic Research remove several structural limits for small teams.
Con: The free account is limited to one user, three active surveys, 500 responses, and eight question types.
Con: Strategic Research's 1,000 responses are shared across all users, and the plan is billed annually.
Con: Dashboard language support is narrower than survey language support: 24 languages versus more than 70.

Alternatives

QuestionPro is worth comparing for teams seeking a freemium API survey platform: its free Essentials plan includes one user, 200 responses per survey, and 30 question types, while Advanced costs 99.00 USD per month, billed annually. evasys is an alternative with API, self-hosted, and web platforms and tailored quote pricing. IOTA360 Evaluations offers Android, API, iOS, and web access with customized pricing based mostly on annual faculty and student users; custom reports may add charges. Watermark Course Evaluations & Surveys is a web and API alternative with pricing available by contacting the vendor for a demo. IASystem has API and web access, no free plan, and offers a free one-term pilot license. SmartEvals is a web-based alternative with a free Lite option for schools currently using paper. Eval25 is a web-based alternative. High-Resolution Course Feedback is a free, web-based alternative.

For category-specific comparisons, see Course Evaluation Software, Customer Interaction Analytics Software, AI Market Research Software, Candidate Experience Software, Voice of Customer Software, and Customer Experience Management Software.

Verdict

Choose Qualtrics if your team needs flexible survey logic, substantial analysis, and room to scale into enterprise research. Its breadth is the main reason to choose it; the annual commitment and shared response caps are the main reasons to look elsewhere if your work is sporadic, price-sensitive, or likely to exceed the included volume.

	Primo Survey	Qualtrics
Free plan	Yes	Yes
Free trial	No	No
Paid from	$4.17/mo	$420/mo
Open source	No	No
Platforms	Web	api
Free plan	Yes	Yes
Logic branching	Yes	Yes
Custom branding	Yes	Yes
Response analytics	Yes	Yes
Paid from	—	$420/mo
Responses included	—	500 /mo
Questions per survey	—	30
API access	—	Yes
Respondent panel	—	Yes

Primo Survey vs Qualtrics

Primo Survey

Qualtrics