Qualtrics
Turn insights into trusted outcomes with the XM Data & AI experience management platform.
By Qualtrics, LLC · HQ Provo, Utah, US · 4.0/5 Value-Position score (estimate)
Positioning guardrails
Best for
- Large enterprises, government agencies and health systems running customer, employee or market-research programs at scale
- CX, EX and insights teams that want surveys, analytics and action-taking consolidated on one governed platform
- Regulated organisations needing FedRAMP High/IL4, ISO 27001, ISO 42001, HITRUST and SOC 2 Type 2 assurances
Ideal size: 500+ employees people · Enterprise with a dedicated insights, CX or research function
Not for
- Small teams that want a low-cost self-serve survey tool with published list pricing
- Companies unwilling to forecast and commit to usage-based interaction volumes up front
- Buyers who want fast unassisted sign-up rather than a sales-led evaluation
Value metrics scorecard
Time-to-Value
6-10 weeks
~60 days to first production value
Total Cost of Ownership
$60,000/yr
Starts at $15,000 · Usage-based: priced on planned 'interactions' (e.g. survey responses, video minutes) or on employee count; AI and unlimited users are included in every product; no public list price, quoted on…
Implementation Friction
4/5
Engineering + admin effort required
Value-Position score
out of 5 · model estimate
Full cost breakdown
Mandatory implementation fee
None
Seat tiers
No seat pricing - every product includes leading AI and technology for an unlimited number of users; committed interaction volume drives the tier.
Add-on costs
- Some Qualtrics Marketplace partner solutions are marked Paid, while others are included with licence or free.
Company & support
Who is behind Qualtrics, and how your team gets help once it is live.
Company
- Founded
- 2002 · 24 yrs in business
- Headquarters
- Provo, Utah, US
How you get support
- PhoneNot listed
- EmailNot listed
- Live chatNot listed
- Support portal / ticketsAll plans
- Community forumNot listed
- Help centre / docsAll plans
- Dedicated account managerNot listed
- In person / on-siteNot listed
- Hours
- 24/7
- Response time
- Not stated
Vendor states its support team is available 24/7 via the 'Submit a Request' link; the support site hosts product guides, starter packs and XM support login. No support SLA or email support address is published.
“Not listed” means the vendor’s public pages don’t mention that channel, not that it is unavailable. Ask about it during evaluation.
Market position
Where Qualtrics sits against its closest alternatives. Pick any two of cost, speed, friction and buyer score, and up to 9 companies to compare.
Quadrant view
Typical annual cost × Time-to-value
The lines cross at the median of the solutions shown, so about half sit on each side of each line. A dashed ring marks an outlier pinned to the edge; hover for its value.
Companies on the chart 6 / 10
- Qualtrics
- Airship
- mParticle
- Gainsight
- WooCommerce
- Salsify
Add or change companies
Up to 10 companies including Qualtrics. Listed closest first.
Stack fit signal
Compatibility with standard B2B ecosystems.
No supported MCP path today, so it cannot be driven from an AI client.
AI & MCP readiness
What Qualtrics ships in AI, and what it asks of your ecosystem.
AI features shipped
Vendor markets 'XM Data & AI' with simulation, prediction of customers and employees heading toward unwanted outcomes, and automated recommendations. Experience Agents automate responses and route complex cases. Reviewed pages disclose no model providers, no model-key policy and no AI audit-log detail.
Your data & models
- Trains on your data
- Trains on your data
- Runs on
- Not recorded
- AI pricing
- Included in the plan
In your ecosystem
- AI connection
- Not supported
- Model key
- Not recorded
- AI usage audit
- Not recorded
Compliance attestations
* IAPP AIGP certifies individuals, not products. It means named staff hold the credential — not that the platform does.
Bottom line
Qualtrics is an enterprise experience management platform that combines 25 years of experience data with XM Data & AI to simulate decisions, predict which customers and employees are heading toward unwanted outcomes, and automate follow-up actions. Enterprises, governments and healthcare organisations use it for customer, employee and market research programs. It holds FedRAMP High/IL4, ISO 27001, ISO 42001, HITRUST and SOC 2 Type 2. Pricing is usage-based on interactions or employee count, quoted on request, with AI and unlimited users included.
Frequently asked questions
How does Qualtrics price its platform?
Qualtrics does not publish list prices; all plans are quoted on request. The stated pricing philosophy is that you pay for planned usage: pricing is based on 'interactions' (a data record collected or processed, such as survey responses, video-feedback minutes or brand-tracking responses) or, for employee experience, on employee count. Leading AI and technology are included within every product for an unlimited number of users, so seat count is not the pricing driver. Pricing and plans may differ by industry because of security requirements and product availability.
What security and compliance certifications does Qualtrics hold?
The Qualtrics security page states SOC 2 Type 2, ISO 27001, ISO 42001 (AI management), HITRUST, and FedRAMP High and IL4, with dedicated cloud environments for sensitive government data. Platform controls include PII redaction and collection restrictions, GDPR right-to-erasure tooling, SSO with enforced MFA, project approval workflows, admin reporting, encryption in transit via HTTPS/HSTS, an in-house Security Operations Center, and a customer-managed encryption key option.
Does Qualtrics use customer data to train its AI models?
The Qualtrics privacy policy states that it may process personal information using AI technologies, including generative AI, and that it uses this information for training machine learning models, natural language processing, large-language models and other AI use cases. The reviewed pages do not describe an opt-out or opt-in control for that training, so buyers with strict data-use requirements should confirm the position contractually before adopting AI features.
What support is included with a Qualtrics licence?
Qualtrics states that its support team is available 24/7 through the 'Submit a Request' link, and it maintains a self-serve support site with product guides, starter packs and a logged-in XM support area. Support is not tiered by plan on the published pages, but no support SLA or response-time commitment is published, and the published phone numbers are listed under the sales contact heading rather than as a support line, so confirm any SLA during contracting.
Which systems does Qualtrics integrate with?
Qualtrics offers a Marketplace of integrations and solutions. A published integration feeds Qualtrics response data into SAP Service Cloud and SAP Sales Cloud so feedback can be combined with operational data, and there is an LTI integration that embeds Qualtrics surveys in Canvas LMS. Marketplace listings cover digital incentives, reputation management, CAHPS patient experience, benchmarking and research panels, and are filtered by whether they are paid, included with licence, or free.
Who is Qualtrics best suited to?
The platform is aimed at large enterprises, government bodies and health systems that run continuous customer, employee or market-research programs and need them governed on one platform with enterprise assurance. Published customers include Hilton, ServiceNow, Stanford Health Care, Workday, the U.S. Department of State and Shake Shack. Smaller teams wanting self-serve surveys with transparent list pricing, or buyers who cannot forecast committed interaction volumes, are a weaker fit.