# Page 2 | XM for Strategy & Research Reviews 2026. Verified Reviews, Pros & Cons | Capterra > Page 2 - Is XM for Strategy & Research the right Survey solution for you? Explore 424 verified user reviews from people in industries like yours to make a confident choice. Source: https://www.capterra.com/p/72396/Strategy-and-Research/reviews --- XM for Strategy & Research 4.7 (424) [View alternatives](https://www.capterra.com/p/72396/Strategy-and-Research/alternatives/) Provider data verified by our Software Research team, and reviews moderated by our Reviews Verification team. [Learn more](https://www.capterra.com/our-story/) * * * Last updated March 15th, 2026 # Page 2 - Reviews of XM for Strategy & Research ## Showing most helpful reviews Showing 26-50 of 424 Reviews Sort by: Most Helpful Rating Company Size Reviewer's Role Length of Use Frequency of Use VW Victoria W. Sole proprietor Music Used the software for: 2+ years ### "XM- Qualtrics makes research easy" November 25, 2024 5.0 Pros This program makes it easy to distribute surveys for research. It has many different options in terms of skip logic that allow many possibilities. Cons It is a little hard to figure out what the program can do at first. Switched from [Jotform](https://www.capterra.com/p/158456/JotForm-4-0/) Needed more features and the ability to embed videos Review Source KF Kat F. Admin Higher Education Used the software for: 2+ years ### "Great software, but unituitive" March 14, 2025 3.0 Pros There are so many functions to use and implement Cons I find this software to be highly unintuitive Review Source DNM Dominique Nathan M. Propriétaire Computer Hardware Used the software for: Less than 6 months ### "Mon avis sur l'application XM" March 24, 2025 4.0 Dans sa globalité l'application est bonne , mais son réel problème se trouve dans la recherche rapide des réponses Pros Il y a une efficacité dans la recherche. Les réponses sont correctes Cons Il y a une lenteur sur la recherche des réponses Review Source VR Verified Reviewer Business Intelligence Analyst Higher Education Used the software for: 2+ years ### "Strategy and Research User in Higher Education" June 20, 2024 5.0 My overall experience with Strategy and Research has been excellent. I have used several other form/survey platforms and this remains my go-to platform for conducting qualitative research that is adaptive and branded appropriately. Pros I like the depth of customization in Survey and Research. An author has many options and robust documentation at their fingertips to help create an adaptive, responsive form to meet their business needs. Cons There is a bit of a learning curve to the platform. Leaning into the documentation and the community helps navigate that initially until you feel comfortable. Review Source JW Jamie W. Onboarding Manager Marketing and Advertising Used the software for: I used a free trial ### "Best Survey and Strategy Tool Out There" June 9, 2024 5.0 I love Strategy & Research, it makes survey creation and data collecting very easy. I am currently only testing it out, but my company launches start-up businesses so I see high potential for offering these services to our clients as it will be a very valuable resource for strategy creation when going to market. Pros Qualtrics Strategy & Research platform is so easy to use. It offers so many customizable options. There are unlimited ways to form and design questions to optimize answers and feedback. The best part is, Qualtrics analyzes and summarizes the data for you. It is extremely helpful for market research and understanding your customers. I also love how the survey appears to the survey takers because it has each question come up after the other so the survey takers aren't easily distracted or overwhelmed by the long surveys. Cons I am not unsatisfied with any aspect of the platform, as it is very easy to use, post, and send surveys with. Review Source GP Graham P. IT/Business Analyst Higher Education Used the software for: 2+ years ### "Powerful survey tool" June 9, 2022 4.0 It's been a great product and very powerful for what I am looking to accomplish, I just wish the reporting results were a little faster to build. Pros What I like most about Qualtrics is the ability to quickly and easily build a survey. I also like the ability to apply logic and branching to my surveys to create the survey flow. Cons On the Results tab, when I view the results, the default report gives various charts and graphical displays for each question. This pretty much shows everything you want to see, but in my case, I only needed to see the Mean of the answers for each question and had to go through each question and remove all of the graphical charts and grids and then select the Mean only. I wish there was a quicker way to simply select what I want to see instead of removing these other, unwanted results. Alternatives considered [SurveyMonkey](https://www.capterra.com/p/253516/SurveyMonkey/) Reason for choosing XM for Strategy & Research It's logic and ability to build surveys quickly and easily. As well as it's security of data. Review Source VR Verified Reviewer Graduate Assistant Higher Education Used the software for: 1-2 years ### "Qualtrics for Best Surveying Practices" August 17, 2022 5.0 Overall, Qualtrics CoreXM is a great platform for surveys, application forms, and research. There are so many embedded features, such as the ability to add a signature to the form, add questions that require file uploads, and different question types. It is definitely better than Google Forms or Microsoft Forms. Pros Qualtrics has been great for creating applications and surveys to gather quantitative and qualitative data. There are so many features, so there is somewhat of a learning curve, but the time you spend in learning how to use the platform is an investment. I really appreciate that Qualtrics is customizable, and you can disseminate the forms in many ways (email, personalized links, generic links, twitter, etc.). I also appreciate that the information collected from the surveys can be exported into excel. One of the best features is that Qualtrics will send an email when a survey is completed, and it will give you periodic updates on how many responses the forms receive. Cons I wish there was an easier way for individuals to retake or complete their form if they pause it or fail to finish in one setting. In addition, while the support pages are helpful to read through, and you can learn a lot from them, I wish there were more videos and live events to learn how to best use the software. Alternatives considered [Google Forms](https://www.capterra.com/p/176571/Google-Forms/)[Microsoft Forms](https://www.capterra.com/p/246649/Microsoft-Forms/) Reason for choosing XM for Strategy & Research Qualtrics had more customizable features compared to Microsoft and Google forms. For example, respondents can add signatures to their responses. Review Source TK Tania K. Master Tutor Education Management Used the software for: 2+ years ### "Game changer for surveys" September 15, 2022 5.0 Really liked using this software as it made collecting students information and feedback so much easier and reliable. Pros It is very easy to create surveys and have full freedom of how you want them to look like. You can customize them to better fit your application. Variety of question types to chose from. Especially the fillable table questions, come in very easy when making forms that collect multiple aspects data Cons It has some parts that were a bit hard to navigate at first. It does seems a bit confusing, especially when analyzing results, but there is lots of documentation support for it Alternatives considered [Mode](https://www.capterra.com/p/160585/Mode-Analytics/) Reason for choosing XM for Strategy & Research It provided a lot more freedom for formats and way more data collection abilities Switched from [Google Forms](https://www.capterra.com/p/176571/Google-Forms/)[PlatoForms](https://www.capterra.com/p/228860/PlatoForms/)[Logi Symphony](https://www.capterra.com/p/10005468/Logi-Symphony/) It provided a lot more freedom for formats and way more data collection abilities Review Source VR Verified Reviewer Production Coordinator Education Management Used the software for: 1-2 years ### "Perfect Survery Software" June 2, 2023 5.0 Love it - will continue to use it Pros Qualtrics is very easy to use, very customizable and produces a professional looking survey. Cons Some of the features are confusing to use at first. Switched from [Poll Everywhere](https://www.capterra.com/p/127096/Poll-Everywhere/) Qualtrics was easier to use and produced a more professional looking product. Review Source GDD Grace DiDomenico D. Lab Manager Used the software for: 2+ years ### "Survey platform with the most functionality, although drawbacks for some research designs." January 4, 2018 4.0 Pros Out of the all the survey platforms I have tried (survey monkey, wufoo, google forms etc.), Qualtrics has the most flexibility and functionality, without compromising the intuitive, user-friendly layout. Building surveys is painless, and when building more complicated surveys, I never hesitate to call the support team because of the short wait time and COMPREHENSIVE, USEFUL HELP. Qualtrics allows our lab to create, share and score surveys EFFICIENTLY. With the \`Library, we can store surveys, blocks, and questions, which can be copied, edited or referenced in future projects. We have a personal libraries, and shared lab library. \`Scoring saves us days of data cleaning. We can score a survey multiple times for different categories we create (ex. categories like Depression Score, Hopelessness Subscale Score). We also can customize the point value of the question items. This is important when the Likert Scale does not follow 1-5, or when a question needs to be reverse coded. When we need more advanced/customizable calculations we use embedded data (ex. converting sum to word labels depending on cutoffs). With scoring features, data can be expertorted and ready for analysis with VERY MINIMAL data cleaning. Before I explain the cons, I want to lead with saying support is always open and grateful for feedback and has even reached out to speak with me about what features I would like to be added. Cons Although useful, scoring is cumbersome, and confusing. 1. 'Scoring' does not automatically set the items point value based on how it is recoded (items need to be reverse coded when inputting AND scoring). 3. Scoring does not stay with a survey when added to library 4. Scoring also has glitched numerous times not allowing me to create new scoring categories. Support has yet to reach out to me about a solution (over 8mns later). Embedded data (ED) also causes issues. 1. ED is case sensitive, so you must be very careful when inputting ED in logic or piped text. Often my logic is not working, or data is wrong, simply because I have an extra space at the end of my ED. Qualtrics should add the ability to choose ED you set from a dropdown eliminating this problem 3. ED has glitches for me not allowing me to view certain dropdown options in Survey Flow (also unexplained by Support) Survey flow is also quite cumbersome. When working with a complex survey (a lot of logic/branches/ED) it is hard to navigate. Survey Flow should have a side bar of levels for easier management. Survey flow would also benefit from having a 'checker' for incorrect logic or ED, keeping me from having to use the trial and error method. Other features I would like to see to the platform, 1. conditional formatting for email triggers. 2. ability to breakdown a survey report by individual 3. ability to link surveys reports together to look at data over time (ex. weekly report of anxiety symptoms). Review Source DA Dawood A. Quality Assurance Quality Control Construction Used the software for: 2+ years ### "Integrated automation for all phases of surveys" March 11, 2022 5.0 Qualtrics Core XM has contributed to automating all stages of opinion polls, from preparing and creating the survey to collecting data and preparing it for the beginning of the analysis process. I have been able to increase the number of targeted customers with surveys and I am no longer afraid of emptying the data, as we get it ready, and the reports have also provided us with a lot of important information, especially with regard to the target groups. The quality control process has improved for us. Pros Qualtrics Core XM is an integrated platform for preparing and sending polls of all kinds, as it enables you with simple steps to enter the survey questions in one of the ready-made templates that it provides and then send the links to the targeted and challenged individuals based on the contact list you have selected. With ease, the person receiving a link after clicking on it will answer the questions. Qualtrics Core XM will show you through the collected data the number of respondents from the sample you selected, and prepare the data tables collected from them to make it easy for you to export them to a statistical program to start the analysis. Cons I like Qualtrics Core XM very much and I don't find many negatives in it, as it is easy to use for everyone and in simple steps you can complete your task, we just need more ready-made templates with more modern designs, as well as giving more flexibility to coordinate backgrounds and texts. Review Source VR Verified Reviewer Head of Consumer Insights Market Research Used the software for: 2+ years ### "State of the art for survey building" June 9, 2022 4.0 As I limit my experience with Qualtrics to building surveys, distributing them, and downloading the dataset to work on data processing and analyses using other tools, the platform does its job. I could certainly expand my use of the tool if reporting and data visualization features offered a better user experience and look and feel. Pros Qualtrics is the state of art when it comes to survey building platforms. It has one of the most user-friendly interfaces, it allows very complex logics, and offers questions types that you don't see in other tools. It is also super easy to upload my own lists and I often use their panel for outside sample recruitment. Cons I am not a big fan of Qualtrics' reporting and data visualization features. The look and feel is poor and the tool is not flexible enough - if the dashboard feature was available, it could be another story. Customer support is also poor: they are not timely and often times they do not resolve my issues. Alternatives considered [AYTM](https://www.capterra.com/p/155820/Market-Research-Software/)[Typeform](https://www.capterra.com/p/137289/Typeform/)[SurveyMonkey](https://www.capterra.com/p/253516/SurveyMonkey/) Reason for choosing XM for Strategy & Research It has the most user-friendly interface and it looks more 'professional'. Review Source Michael M. Data Engineer Financial Services Used the software for: 2+ years ### "I am well pleased with Qualtrics CoreXM." April 26, 2023 5.0 We utilize Qualtrics CoreXM to gather feedback from our customers and other targeted individuals through surveys. With Qualtrics AI-powered features, we are generating analytical metrics from both simple and complex survey data. This allows us to derive valuable insights from our surveys and maximize their potential. Pros I truly appreciate the default survey templates provided on Qualtrics XM, which allow us to create highly interactive and effective surveys. In addition, I want to highlight the advanced AI and machine learning features offered by Qualtrics CoreXM that make complex statistical data analysis of our survey results automated and effortless with as little input from our end as possible . The Text iQ function also enables us to efficiently analyze open-text feedback. Furthermore, the intuitive interface of Qualtrics makes it easy to use and minimizes the learning curve for survey creation. Cons We utilize Qualtrics CoreXM to gather feedback from our customers and other targeted individuals through surveys. With Qualtrics AI-powered features, we can generate analytical metrics for both simple and complex data. This allows us to derive valuable insights from our surveys and maximize their potential. Review Source SL Stewart L. Research Manager Market Research Used the software for: 2+ years ### "Cadillac of Survey Software" January 28, 2021 5.0 We've been using Qualtrics for over 8 years now. As a boutique market research firm, we were looking for a full-featured online survey tool that was also cost effective. We were impressed with everything Qualtrics had to offer right off the bat, and I've continued to be impressed with the innovations and improvements they've deployed over the years. Our one complaint is that the price has crept up over the years to the point that it's significantly higher than we were paying 4-5 years ago. But that being said, we have yet to find another survey software that is as fully-featured and easy to use as Qualtrics. Pros Qualtrics is very user-friendly and makes it easy to program and manage complex surveys that are mobile-friendly. We can program advanced routing and conditional logic, incorporate media into the surveys to test, and export the data into the various formats and reports we need. Cons The costs have increased significantly over the years, and their customer support team will not help with some advanced programing capabilities, such as incorporating javascript into the surveys (you can use javascript, but you're on your own if you encounter issues). Alternatives considered [Confirmit](https://www.capterra.com/p/13465/Confirmit/) Reason for choosing XM for Strategy & Research Qualtrics was more affordable and easier to use. Switched from [Snap Survey Software](https://www.capterra.com/p/19620/Snap-Survey-Software/) We were constrained by their design limitations, both for question types and how the surveys looked on the screen to the respondents (e.g. Snap looked very outdated and cheap). As our company grew, we realized the need to have a more full-featured online survey tool that had a modern look and feel. Review Source VR Verified Reviewer Digital Marketing Manager Real Estate Used the software for: 2+ years ### "I highly recommend using Qualtrics as a marketing strategy tool" April 13, 2022 5.0 We will be able to convert our potential customers into customers who use our services and appreciate our marketing campaigns with the help of Qualtrics CoreXM, which can be used in any industry or situation. You can use this method for a variety of research projects since it makes it possible for any organization to gather and analyze information about how consumers perceive products and services to take targeted decisions based on that information. Pros It's a lot more user-friendly, flexible, and powerful than most other survey applications out there. In addition, the customer service representatives are always open to fresh suggestions and eager to help. Qualtrics surveys can be adjusted in several ways, from the form questions' structure and layout to the aesthetics. Customer and market research are two of its primary applications. Using Qualtrics email tool, an automatic Salesforce integration, social media posting, and Marketo emails, we distribute surveys to our customers and prospects. However, we also utilize it for internal purposes, such as surveys on the effectiveness of projects and departments, preferences of employees, and RSVPs for events. Cons I'm not sure how useful the new product lines are yet, but Qualtrics has been working hard to extend its product range. The Qualtrics insights summit is a great place to meet academics from all over the world. I simply wish they would place more attention on research and less on bringing in high-profile speakers. The help offered by Qualtrics may be better. It can be hard to find help in the community. To get assistance, I nearly always must use an online chat or email. Review Source VR Verified Reviewer Content strategist Marketing and Advertising Used the software for: 2+ years ### "Qualtrics, une plateforme cloud idéale pour faciliter la recherche sur les clients " August 25, 2023 5.0 Qualtrics est l'un des meilleurs outil pour gérer des expériences (XM). Je recommande la plateforme à toute personne qui souhaite : optimiser la recherche sur les clients, les collaborateurs, les produits et les prix. Pros J'utilise Qualtrics pour aider les entreprises à générer des données qualitatives relatives aux ventes et pour optimiser les prix des produits. L'outil me permet d'analyser des expériences clients à temps réel en toute simplicité. C'est une plateforme exceptionnelle pour faire la collecte des opinions, tester des concepts, hiérarchiser des produits, évaluer des opportunités et réaliser le reporting. Cons J'aime bien toutes les fonctionnalités de Qualtrics, mais j'apprécie moins les factures annuelles, le prix dentrée est quelque peu élevé de mon point de vue. Sinon, dans l'ensemble, tout est nickel. Review Source SC Sriram C. Associate Professor Education Management Used the software for: 2+ years ### "Qualtrics is a Fantastic Product " March 3, 2022 5.0 It is a fantastic product that is continuing to evolve over time. Pros Qualtrics is the tool I depend on for collecting data from target sample groups. The Qualitrics app is easy to use for building surveys, collecting data, and interpreting results using automatically generated reports, with graphs and tables. Cons I have zero complaints about Qualtrics. The app is great for maintaining privacy and security of user data and for managing personal identifying information. Review Source Jason H. Manager of Academic Enterprise Systems Higher Education Used the software for: 2+ years ### "I love experimenting with new ways I can use Qualtrics every day!" March 31, 2018 5.0 We have started to use Qualtrics and its API to capture data from users and then pass that data into our other systems. We have been developing so many ways to automate processes on our campus and Qualtrics is becoming the engine that drives the automation, but also the main interface for the end user. For example, we have been using for self enrollment for certain faculty development courses. A faculty member goes to a registration page, which is actually just a Qualtrics form, fills out a little data and then clicks the Registration button. The faculty member is then automatically enrolled in the selected course in Canvas. That's just one small use case that saves a bunch of admin time. Pros I literally use Qualtrics for everything but surveys. We use it as a form tool, quizzing engine, LMS course enrollment, and so much more. If you want to capture any type of data from a customer and literally do anything you want with it, you need to take a good look at Qualtrics. Cons One feature I wish was available in Qualtrics would be the ability to use 'Switch' statements in the survey tool. It's set up so that you have to use tons of 'If' statements to set embedded data (variables) to specific data. Review Source DB Daniele B. Program Manager Information Technology and Services Used the software for: 1-2 years ### "Probabilmente il migliore" July 22, 2023 5.0 Sondaggi per la soddisfazione del prodotto/servizio per utenti esterni. Pros Livello di personalizzazione dei sondaggi altissimo - è praticamente possibile inserire qualsiasi tipo di domanda in qualsiasi formato. Apprezzo molto l'implementazione dei workflow, che permettono azioni automatizzate ogni volta che viene compiuta un'azione - dalle cose più semplici, come una notifica mail ogni volta che si riceve una risposta, a cose più complesse come l'inserimento di dati nei database. Un plauso particolare all'assistenza via chat che è veramente sul pezzo e molto efficiente. Cons Il livello di personalizzazione fa sì che spesso ci si perda in tutte le opzioni, o si 'fraintenda' una determinata funzionalità o una specifica metrica. Niente che non si risolva con l'ottima assistenza o la documentazione (molto, a volte anche troppo dettagliata!) ma il primo impatto lascia un po' intimiditi.Il sistema multilingua ha qualche margine di miglioramento, è abbastanza manuale. Review Source Jennifer P. Customer Experience and Insights Analyst Telecommunications Used the software for: 2+ years ### "The Gold Standard" September 12, 2018 5.0 Another thing to consider when evaluating Qualtrics is that they have an incredible support team. From your account manager, to your success manager, to the random people you connect with within the support organization, everyone has been stellar. I know that if I have a problem or even a random question, they will make sure I'm taken care of. It's a great relationship and they really care about each of their customers on an individual level. Pros Where to begin? Qualtrics is truly the gold standard in survey software. They have built an exemplary product over the years and keep adding more inventive features to be a whole system solution. Unlike other softwares that are either easy and basic with limited functionality or powerful with a steep learning curve, Research Core is both easy to use at a very basic level and has the power to handle any sophisticated needs you can think of. I've yet to run into a way to survey that the software can't pull off. Cons The only thing I can think of is one time that I found an incomplete answer in the knowledge base, but that's me REALLY trying to think of a negative. Review Source Ryan E. Assistant Professor of Instruction Higher Education Used the software for: 2+ years ### "Incredibly powerful, but incredibly persnickety" April 26, 2021 4.0 I've used Qualtrics for over a half-dozen years now, and I continue to find new things that I can do with it. However, be prepared to spend a \*lot\* more time tweaking and fine-tuning your projects than you might initially expect to, especially if you've never used the platform before. Pros Qualtrics really is the gold standard when it comes to developing and deploying online surveys--it is almost synonymous in the same way we say "Kleenex" to refer to any tissue or "Xerox" to refer to any photocopy. The question types are excellent, the skip logic and other features are second-to-none, the reporting and results can be displayed and exported in a variety of ways... basically, if you can imagine it, you can do it with Qualtrics. Cons As I mentioned above, if you can imagine it, you can do it with Qualtrics... but that's only if you've paid for a tier of features that will facilitate your ideas. Furthermore it can be incredibly difficult to develop and code custom functionality; there is ostensibly online help, but it largely takes the form of message boards, which oftentimes offer nothing more than a series of dead-ends. If your Qualtrics license is through a larger institution, it can be nearly impossible to obtain one-on-one support directly from Qualtrics... and then there's the generally persnickety, fussy interface that is not nearly as user-friendly as I believe Qualtrics thinks it is. Review Source MB Maria B. Safety specialist Packaging and Containers Used the software for: I used a free trial ### "Great Review" June 6, 2024 5.0 Pros I like the was we can see how the research is communicated. Cons There could be more indepth information given on the research. Review Source VM Virginia M. Social/Clinical Research Specialist Higher Education Used the software for: 1-2 years ### "I've been using Qualtrics for over a year and all I can say is WOW!" November 27, 2017 5.0 The product is intuitive, easy to use, and the online training videos made the system easy to learn as well. Implementation went very smoothly thanks to the Qualtrics employees that worked with us on setting up single-sign on and our more complex surveys. The surveys look modern, and the questions are versatile (which makes it more fun to take surveys). In my opinion, this has led to higher response rates, overall. It's also easy to analyze the data and send out reports. Pros The intuitive, user-friendly interface makes building surveys a breeze. There are many different question types to choose from so it's easy to find one to fit your needs, and additional survey options (such as branching, embedded data, customized messages, email triggers, and more) make the instrument very versatile. Qualtrics is also modern looking and mobile friendly, and I have seen survey response rates increase since its inception. I have had the pleasure of working with several Qualtrics employees during implementation and found them to be extremely helpful and professional. No matter what I ask, they deliver, and quickly too! Even when I think I have a problem they can't solve, they come up with a solution that works. I also appreciate that the product is constantly evolving and making improvements based on customer feedback. Cons Depending on the amount of data, the Report interface can be slow to load. Also, when exporting reports to a word document or PDF, the graphs sometimes appear blurry and can be difficult to read. Review Source KS Kayla S. Campaign Manager Higher Education Used the software for: 2+ years ### "Great tool for staff, students, etc.!" June 16, 2023 5.0 I've used qualtrics in many ways. For simple things like a door decorating contest among staff, a chili cook off registration, sign up for skydiving club, gathering information for students i advised, event registration and more. The trigger email is my favorite thing qualtrics has so follow up can be automated! Being able to copy qualtrics or edit ones you use frequently to fit your current needs are amazing, so you dont always have to start from scratch! Pros Qualtrics made it easy for me to gather information on students I advised. I could ask them questions related to their testing and if it was completed, what courses they were interested in taking, etc. and it made it so I didn't have to manually look all this info up (although I'd check their answers when we met!). It also made it possible for visits and events to have students sign themselves up as well as guests with a trigger email going to both of them from our team letting them know who to contact with further questions and attach a map of our campus! Cons No cons, this system is one of the best that our institution has spent money on! It helps save time and make things efficient when we need to gather info! Review Source Dana J. VP of Research Market Research Used the software for: 2+ years ### "Our tool-of-choice in research" December 7, 2021 5.0 Our overall experience with Qualtrics is excellent. I contact their customer service department frequently by phone and email, and they are the best! They solve my issues every time. Pros Surveys are easy to program and the reporting feature allows me to simply distribute a link to our team to quickly view the results, including charts and tables. Cons Some of the data setups in the crosstabs feature could be improved. Review Source Similar Products Featured