Battle of the Surveys: Google vs Qualtrics - Which Platform Reigns Supreme?

Battle of the Surveys: Google vs Qualtrics - Which Platform Reigns Supreme?
Tunica Tech

Tunica Tech

5 min read

May 17

Google Surveys vs Qualtrics: Choosing the Right Online Survey Tool

In today's digital age, online surveys have become an essential tool for businesses, market researchers, and academic institutions to collect valuable data and feedback from their target audience. With the rise of technology, there are numerous online survey platforms available in the market, each offering unique features and capabilities. Two popular survey tools that often come up in the comparison are Google Surveys and Qualtrics. So, let's dive into a detailed comparison of these two platforms to help you make the right choice for your survey needs.


Google Surveys is a survey platform developed by Google that allows users to easily create, distribute, and analyze surveys. It is a part of the Google Analytics suite and offers a user-friendly interface and budget-friendly pricing plans. Qualtrics, on the other hand, is a comprehensive survey platform that not only offers survey creation and distribution but also advanced data analysis and reporting features. It is highly customizable and has a wide range of pricing plans to cater to various survey needs.


Google Surveys offers a simple and straightforward user interface with easy-to-use templates and question types. It also provides access to a large pool of respondents through the Google Surveys publisher network. Additionally, it has features like skip logic, randomization, and respondent quotas to create more complex and customized surveys.

Qualtrics, on the other hand, offers a wide range of advanced features, including advanced branching and skip logic, custom data validation, and integrated panel management. It also has a variety of question types, including multimedia and interactive elements. Furthermore, Qualtrics offers features like real-time collaboration, translation, and API integration, making it a highly flexible and customizable survey tool.


Google Surveys offers a pay-per-response model where the user pays for each complete response they receive. The pricing varies based on the targeted demographics of the survey and can range from $0.10 to $3.00 per response. This model is cost-effective for smaller surveys or those with a targeted audience.

Qualtrics, on the other hand, offers a subscription-based pricing model with three different plans: Basic, Plus, and Research Core. The Basic plan is free but has limited features, while the Plus and Research Core plans range from $50 to $250 per month, depending on the features and number of users. This model is more suitable for larger organizations and those with more complex survey needs.

Data Analysis

Google Surveys provides basic data analysis tools, including charts, graphs, and cross-tabs, to analyze and visualize survey results. It also offers integration with Google Analytics for more in-depth analysis. However, the options for data analysis are limited compared to other survey platforms.

Qualtrics, on the other hand, offers advanced data analysis features, including statistical analysis, text and sentiment analysis, and trend analysis. It also has customizable dashboards and real-time reporting, making it easier to analyze and share survey results. Additionally, Qualtrics offers advanced options for data visualization and segmentation.

Survey Distribution

Google Surveys has a wide pool of respondents through its publisher network, offering access to a diverse and engaged audience. It also allows for targeted distribution based on demographic and geographic characteristics. However, Google Surveys does not support email invitations or custom panels, limiting its distribution capabilities.

Qualtrics, on the other hand, offers a variety of distribution options, including email invitations, social media, website intercept, and SMS. It also offers customizable panels, making it easier to reach a specific target audience. Additionally, Qualtrics provides options for A/B testing and embedding surveys into external websites.


Google Surveys has a simple and user-friendly interface, making it easy for beginners to create and distribute surveys. It also offers a step-by-step guide and customizable templates to help users get started quickly. However, the limited features may not be suitable for more experienced users or those with more complex survey needs.

Qualtrics, on the other hand, has a more complex interface but offers more flexibility and customization options. While it may take some time to get familiar with all the features, it is a more robust platform that can cater to both beginners and experienced users.

Customer Support

Google Surveys provides customer support through email and a help center with FAQs and articles. However, there is no live chat or phone support, and the response time may vary based on the complexity of the issue.

Qualtrics offers 24/7 customer support through email, live chat, and phone. It also has a vast knowledge base and an active community forum for users to help each other with any queries or issues.


Google Surveys seamlessly integrates with other Google products, including Google Analytics and Google Sheets. It also offers integration with third-party tools like Salesforce and Zapier. However, the options for integration are limited compared to other survey platforms.

Qualtrics has a wide range of integrations with popular business tools like CRM software, e-commerce platforms, and collaboration tools. It also offers API integration, making it easier to connect with custom tools and processes.

Final Verdict

In conclusion, both Google Surveys and Qualtrics have their strengths and weaknesses. Google Surveys is more suitable for smaller surveys or those with a limited budget, while Qualtrics is a more comprehensive survey tool for larger organizations and those with more complex needs.

If you need a simple, user-friendly platform with basic features and a pay-per-response model, then Google Surveys may be the right choice for you. However, if you require advanced features, customization options, and robust data analysis and reporting tools, then Qualtrics is the better option.

Ultimately, the right online survey tool for you will depend on your specific survey needs and budget. We hope this detailed comparison has helped you understand the key differences between Google Surveys and Qualtrics and has enabled you to choose the best option for your next survey project.

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