GWI vs Qualtrics:Which is more popular?
In September 2026, Qualtrics had more branded searches than GWI among consumer research platforms worldwide. Qualtrics had about 246,000 branded searches, while GWI had 22,200. Qualtrics made up 86.8% of all consumer research platform searches we track, and GWI accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about consumer research platforms, GWI appeared in all five answers and Qualtrics in four. GWI was mentioned before Qualtrics in three out of five answers.
Who do people search for more?
Qualtrics, about 11 searches for every 1 for GWI
Who does AI mention more?
GWI, mentioned in every answer we collected
Who does AI recommend more?
GWI, named ahead of Qualtrics in 3 of 5 answers
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Top consumer research platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, GWI appeared in all five answers. Qualtrics was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. GWI was listed before Qualtrics in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- GWI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Qualtrics4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Attest3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
SparkToro2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
UserTesting2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pollfish1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Suzy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
AYTM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cint0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about consumer research platforms
5 answers
Asked ChatGPT
“Which consumer research platform should I use?”
Asked ChatGPT
“What are the best consumer research platforms?”
Asked ChatGPT
“What's the best consumer research platform for audience insights?”
Searched Google, AI Overview
“consumer research platform”
Searched Google, AI Overview
“audience research tool”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is GWI or Qualtrics more popular in search?
This chart shows how often people search Google for GWI and Qualtrics by name. Each line represents a brand's share of searches for all nine consumer research platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Qualtrics, GWI. The figures are in the table below the chart.
View monthly share of searches table
| Month | Qualtrics | GWI | SparkToro | Pollfish | Attest | Suzy | AYTM | Cint | UserTesting |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 90.1% | 5.4% | 3% | 1.3% | 0.05% | 0.05% | 0.02% | 0.01% | <0.01% |
| Nov 2025 | 88.8% | 6.5% | 2.9% | 1.6% | 0.07% | 0.06% | 0.02% | 0.02% | <0.01% |
| Dec 2025 | 88.8% | 6.5% | 2.9% | 1.6% | 0.08% | 0.06% | 0.02% | 0.02% | 0.02% |
| Jan 2026 | 85.1% | 7.7% | 5.1% | 1.9% | 0.09% | 0.05% | 0.02% | 0.02% | 0.02% |
| Feb 2026 | 89.9% | 5.4% | 3% | 1.6% | 0.07% | 0.06% | 0.02% | 0.01% | 0.01% |
| Mar 2026 | 89.9% | 5.4% | 3% | 1.6% | 0.05% | 0.05% | 0.02% | 0.01% | 0.01% |
| Apr 2026 | 91.6% | 4.5% | 2.5% | 1.3% | 0.04% | 0.05% | 0.02% | 0.02% | <0.01% |
| May 2026 | 89.9% | 5.4% | 3% | 1.6% | 0.05% | 0.04% | 0.03% | 0.01% | <0.01% |
| Jun 2026 | 88.5% | 6.5% | 2.9% | 1.9% | 0.07% | 0.05% | 0.03% | 0.02% | <0.01% |
| Jul 2026 | 84.8% | 9.4% | 3.4% | 2.3% | 0.05% | 0.05% | 0.03% | 0.02% | <0.01% |
| Aug 2026 | 86.2% | 7.8% | 3.5% | 2.3% | 0.07% | 0.06% | 0.05% | 0.02% | <0.01% |
| Sep 2026 | 86.8% | 7.8% | 2.9% | 2.3% | 0.05% | 0.04% | 0.04% | 0.03% | <0.01% |
How has the GWI and Qualtrics comparison changed over the last 12 months?
3 findings
- Qualtrics was ahead of GWI in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, GWI’s share of searches among consumer research platforms worldwide moved from 5.4% to 7.8%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 12 months ending September 2026, Qualtrics’ share of searches among consumer research platforms worldwide moved from 90.1% to 86.8%, and its estimated monthly branded searches moved from 368K to 246K.
How did search popularity change for consumer research platforms worldwide in September 2026?
1 change
In September 2026, Qualtrics gained share of searches among consumer research platforms worldwide, from 86.2% to 86.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using GWI’s and Qualtrics’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among consumer research platforms
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