Battle of the Surveys: A Comprehensive Comparison of Qualtrics and SparkToro

Battle of the Surveys: A Comprehensive Comparison of Qualtrics and SparkToro
Tunica Tech

Tunica Tech

5 min read

May 1

Qualtrics vs SparkToro

When it comes to market research and data analytics, two popular names that often come to mind are Qualtrics and SparkToro. Both companies offer powerful tools and insights to help businesses make informed decisions and stay ahead of the competition. In this comparison, we'll take a closer look at the key features, pricing, and overall user experience of Qualtrics and SparkToro in 2000 words.


Qualtrics was founded in 2002 by Ryan Smith, Jared Smith, and Stuart Orgill with the aim of simplifying the process of collecting and analyzing data. The company has since grown to become a leader in the market research industry, with over 11,000 customers and more than 2,700 employees worldwide.

On the other hand, SparkToro is a newer player in the market, having been founded in 2018 by Rand Fishkin and Casey Henry. The company's focus is on helping businesses understand their target audience and reach them effectively through data-driven insights. As a result of its more recent entry into the market, SparkToro has a smaller customer base and team compared to Qualtrics.

Key Features

Qualtrics offers a wide range of features to help businesses gather, analyze, and act on data. Its core offering is its online survey platform, which allows businesses to create customized surveys and gather responses from their target audience. Qualtrics also offers advanced features such as sentiment analysis, text analysis, and predictive analytics to help businesses gain deeper insights from their data.

SparkToro, on the other hand, has a more specialized set of features focused on audience intelligence. Its main tool, the SparkToro Audience Intelligence platform, allows businesses to identify and understand their target audience, including their interests, behaviors, and other relevant data. The platform also provides audience insights for specific market segments, making it easier for businesses to tailor their marketing strategies accordingly.

In comparison, Qualtrics offers a more comprehensive set of features for data collection and analysis, while SparkToro's offerings are more focused on audience intelligence and targeting.


Pricing is an important factor to consider when comparing Qualtrics and SparkToro. Qualtrics offers a tiered pricing structure, with plans starting at $300 per month for their Research Core package. This plan includes access to their survey platform and basic analytics tools. As businesses move up to the more advanced packages, the cost can go up to $1,500 per month or more, depending on the specific needs of the business.

On the other hand, SparkToro offers a more flexible pricing structure with a pay-as-you-go model. With this model, businesses pay based on the number of searches and audience reports they need. A single search on the platform can cost as low as $20, making it a more affordable option for businesses with smaller budgets.

In general, Qualtrics may be a more expensive option for businesses with limited budgets, while SparkToro's pay-as-you-go model can be more cost-effective for smaller businesses and those with specific needs for audience intelligence data.

User Experience

The user experience is a crucial aspect to consider when choosing between Qualtrics and SparkToro. Qualtrics has a user-friendly and intuitive platform, making it easy for users to create and send surveys, as well as analyze the results. The platform also offers a wide range of support resources, including tutorials and webinars, to help users make the most out of its features.

SparkToro's platform is also user-friendly, with a clean and simple interface. The main dashboard allows users to easily navigate between different features, and the search tools are intuitive and straightforward. The platform also offers resources such as videos and guides to help users understand and utilize its features effectively.

In terms of user experience, both Qualtrics and SparkToro offer well-designed and user-friendly platforms. However, Qualtrics may have a slight edge in terms of offering more comprehensive support resources for its users.


Integrations are essential for businesses to streamline their data collection and analysis processes. Qualtrics offers a range of integrations with popular tools such as Salesforce, Tableau, and Marketo, among others. These integrations make it easy for businesses to transfer and analyze data seamlessly between different platforms.

Similarly, SparkToro also offers integrations with popular tools such as Google Analytics and HubSpot, as well as social media platforms like Twitter and Instagram. These integrations allow businesses to gather more comprehensive data on their target audience and use it to inform their marketing strategies.

Overall, both Qualtrics and SparkToro offer a good range of integrations to support businesses in their data analysis and decision-making processes.

Customer Support

Customer support is a crucial consideration when it comes to market research tools. Qualtrics offers 24/7 email, phone, and chat support for its customers, as well as a comprehensive knowledge base with guides and tutorials. It also has a customer success team that works with businesses to ensure they are getting the most out of the platform.

SparkToro also offers email and chat support, but it does not have phone support. However, the team is responsive and provides helpful answers to customer inquiries. It also has a robust knowledge base with guides and tutorials to assist users in navigating the platform.

In terms of customer support, both Qualtrics and SparkToro offer good resources and responsive teams to help customers with any questions or issues they may have.

Final Thoughts

Qualtrics and SparkToro are both powerful tools for businesses looking to gather data and insights to support their decision-making processes. Qualtrics offers a more comprehensive set of features for data collection and analysis, while SparkToro focuses more on audience intelligence and targeting. The pricing structures and user experience may play a crucial role in a business's decision between the two platforms.

In summary, businesses with larger budgets and a need for more advanced data analysis features may find Qualtrics to be a better fit. On the other hand, businesses with smaller budgets and a specific focus on audience intelligence and targeting may benefit more from SparkToro's affordable pricing and specialized features. It ultimately comes down to identifying the specific needs and priorities of the business to choose the best tool for market research and data analysis.

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