Qualtrics vs SparkToro:Which is more popular?
In September 2026, Qualtrics had more branded searches than SparkToro among consumer research platforms worldwide. Qualtrics had about 246,000 branded searches, while SparkToro had 8,100. Qualtrics made up 86.8% of all consumer research platform searches we track, and SparkToro accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about consumer research platforms, Qualtrics appeared in four of the five answers and SparkToro in two. Qualtrics was mentioned before SparkToro in three out of five answers.
Who do people search for more?
Qualtrics, about 30 searches for every 1 for SparkToro
Who does AI mention more?
Qualtrics, mentioned in 4 of 5 answers, SparkToro in 2
Who does AI recommend more?
Qualtrics, named ahead of SparkToro 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, Qualtrics was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. SparkToro was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Qualtrics was listed before SparkToro 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 Qualtrics or SparkToro more popular in search?
This chart shows how often people search Google for Qualtrics and SparkToro 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, SparkToro. 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 Qualtrics and SparkToro comparison changed over the last 12 months?
3 findings
- Qualtrics was ahead of SparkToro in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, SparkToro’s share of searches among consumer research platforms worldwide moved from 3% to 2.9%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
How did search popularity change for consumer research platforms worldwide in September 2026?
2 changes
In September 2026, Qualtrics gained share of searches among consumer research platforms worldwide, from 86.2% to 86.8%.
In September 2026, SparkToro lost share of searches among consumer research platforms worldwide, from 3.5% to 2.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Qualtrics’ and SparkToro’s 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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