# Capterra’s Proprietary Data & Research Methodologies | Capterra > At Capterra, we rely on proprietary data to offer unique, independent, and objective insights to our audience. Source: https://www.capterra.com/resources/proprietary-data-research --- # Capterra’s Proprietary Data & Research Methodologies Written by: Zach Capers Zach CapersAuthor Research Manager Experience I’m the manager of Capterra’s ResearchLab, a global team that develops proprietary data for our research reports, e-books, and ot... [See bio & all articles](https://www.capterra.com/resources/author/zcapers/) Published October 9, 2024 | Updated on June 24, 2025 14 min read Table of Contents - [Capterra data sources](#capterra-data-sources) - [Approaches to methodology](#approaches-to-methodology) - [Capterra research types](#capterra-research-types) - [Capterra’s use of data science and generative AI](#capterras-use-of-data-science-and-generative-ai) - [Capterra Shortlist methodology](#capterra-shortlist-methodology) - [Capterra ‘Best’ product lists methodologies](#capterra-best-product-lists-methodologies) - [Capterra software buyers guides methodology](#capterra-software-buyers-guides-methodology) Capterra’s proprietary data comprises first-party user reviews, direct buyer interactions, market research surveys, analyst insights, and vendor-sourced research. #### [Capterra data sources](#capterra-data-sources) - **User-generated reviews:** 2 million+ verified and authentic software experiences - **Buyer interactions:** insights from thousands of buyer interactions across industries - **Market surveys:** surveys with business leaders to understand trends and challenges - **Analyst insights:** expert analysis to develop actionable content - **Vendor-sourced research:** information from vendors and independent research #### [Approaches to methodology](#approaches-to-methodology) - **Independent and objective:** includes editorial research such as Capterra Shortlist - **Sponsorship consideration:** includes sponsored listings and suggested alternatives #### [Capterra research types](#capterra-research-types) - **Editorial research:** independent insights derived from proprietary data - **Algorithmic research:** customizable research based on user inputs - **Marketplace content:** standard profiles without editorial commentary #### [Use of data science and generative AI](#use-of-data-science-and-generative-ai) - **Proprietary algorithms:** identify trends and summarize findings #### [Capterra Shortlist methodology](#capterra-shortlist-methodology) - Based on a proprietary blend of user ratings and popularity #### [Capterra ‘Best’ product lists methodologies](#capterra-best-product-lists-methodologies) - Based on proprietary analyses of market demand, user ratings, and product research #### [Capterra software buyers guides methodology](#capterra-software-buyers-guides-methodology) - Based on proprietary data and research-backed insights ## Capterra data sources The data used at Capterra is classified into several key categories. Each category is sourced and analyzed through its own distinct methods: ### User-generated reviews  Capterra has [carefully verified](https://www.capterra.com/resources/how-we-verify-reviews/) over 2 million user-generated reviews to bring you authentic software and service experiences from real users. Reviewers rate and comment on various criteria, including overall experience, features and functionality, value, and more. These ratings and comments inform Capterra research, comparison tools, software buyers guides, service hiring guides, and product rankings. Our human moderators verify that reviewers are real people and that reviews are authentic. They use leading technology to analyze text quality and detect plagiarism and generative AI. ### Buyer interactions  The Capterra [software advisor team](https://www.capterra.com/our-story/) interacts with thousands of buyers from a broad range of industries and functions interested in learning more about software and services. Advisors have access to Capterra’s database of more than 100,000 solutions and a track record of having delivered over 1 million recommendations to help businesses find options that fit their needs. Capterra’s content team analyzes these interactions to identify patterns and themes that can help buyers make better business decisions with software. ### Market surveys  Capterra surveys business leaders, stakeholders, and consumers from around the world and across various industries and functions to better understand their challenges and needs. These results are used to inform insights on trends, challenges, and solutions for businesses. Capterra’s team of market researchers uses industry-leading tools and best practices for data collection to ensure the quality of data used in all Capterra content. ### Analyst insights Capterra’s global analyst team leverages Capterra’s proprietary data and deep market experience to develop an array of insightful and actionable content including reports, buyers guides, and e-books. Capterra analysts are commonly featured in tier 1 media and speak at industry conferences and events. ### Vendor-sourced research  A combination of information provided by vendors and information independently researched by software and services researchers is used to inform product profiles. Capterra product profiles are free to any software or service provider; though, providers can choose to sponsor their profile to gain premium placement in some marketplace content (learn more below). ## Approaches to methodology Capterra methodologies vary by output. There are those that: 1. **Are independent and objective.** This includes editorial research such as Capterra Shortlist, in which sponsorship status has no bearing on inclusion of any products or services mentioned. Detailed information about the specific methodology used can be found on the page of each report.  2. **Consider sponsorship status.** This includes sponsored listings and suggested alternatives. ## Capterra research types Capterra uses these data and methodologies to provide insights through a variety of content experiences, each presenting proprietary data in a unique format: ### Editorial research **Editorial research** types are backed by independent and objective methodologies that provide insights derived from Capterra's proprietary data. This research may also incorporate insights provided through collaboration with external contributors specializing in specific markets or topics. _Sponsorship has no bearing on inclusion of any products or services referenced in Capterra’s Editorial Research_. Editorial research types include: - Capterra Shortlist - Capterra _Best of_ lists - Research reports - Buyers guides Capterra Shortlist is an example of an editorial research type in which the top products in a given category are highlighted. Read more about Capterra Shortlist and its methodology [here](https://www.capterra.com/resources/proprietary-data-research/#capterra-shortlist-methodology). _Sponsorship has no bearing on inclusion of any products or services referenced in Capterra’s editorial research_. For research based on survey results, such as annual software trends research reports, Capterra’s research team ensures that respondent pools are appropriate and that results are accurate by employing industry-leading best practices for data collection and analysis. Researchers deploy various security strategies to validate survey participants and use a stringent cleaning process to ensure data consistency and reliability. Capterra has a formal process for responding to questions about any of our published research reports. For questions regarding the outcome of any report, please contact methodologies@gartner.com. ### Algorithmic research **Algorithmic research** applies proprietary algorithms to Capterra data sources. This research is interactive and customizable to user needs. Users input requirements, and content is generated based on a predetermined algorithm. While not a direct criterion of these algorithms, sponsorship status may influence the outcomes of some methodologies comparing products and services and/or features. ### Marketplace content  **Marketplace content** is content intended to help users interact with software and service profiles. This content lists, compares, and describes software or services via standard profiles and without editorial commentary. It relies on a mix of data from authenticated sources and data contributed by vendors. Reviews, pricing data, and features offered by vendors are [authenticated](https://www.capterra.com/resources/how-we-verify-reviews/) to ensure category fit.  However, data provided by vendors or by reviewers does not receive editorial oversight. Inclusion or placement of specific products or services in marketplace content may be influenced by sponsorship status. Vendors can choose to sponsor their product profiles, and this may enable premium placement in some marketplace content. ## Capterra’s use of data science and generative AI We use proprietary data science algorithms to identify trends in proprietary data sets, helping to illuminate user sentiment, preferences, and priorities across more than 2 million reviews. Generative AI tools may be employed to summarize findings from these algorithms. ## Capterra Shortlist methodology ### Current methodology: January 2026 - present Capterra Shortlist identifies the top products in software categories based on a proprietary blend of user ratings and popularity. Each Capterra Shortlist may include up to 25 products, but no fewer than 5, depending on the number of top-scoring products in a category. We use exclusive data and trusted reviews from verified software users to build Capterra Shortlist reports so buyers can confidently build their own list. #### The basics Capterra Shortlist methodology scores products on two dimensions: Ratings and Popularity. 1. The Ratings component is plotted on the x-axis and considers the overall user ratings of products based on reviews written in the past 24 months. Users rate products on a scale of 1 star (lowest) to 5 stars (highest). 2. The Popularity component is plotted on the y-axis and considers the average monthly search volume for a standardized set of keywords for each product—derived using a proprietary search methodology—as well as the position of the vendor's domain on the search engine results page (SERP) for each keyword. It also takes into account the number and recency of reviews written for each product in the past 24 months. These measures of user interest and relevance are used as a proxy for product popularity. Each score (Ratings and Popularity) is weighted and scaled to a value between 1-50.  Data sources include approved user reviews, public data sources, and data from technology vendors. For more information, please refer to [**Capterra’s Community Guidelines.**](https://www.capterra.com/legal/community-guidelines/) Capterra Shortlist reports present the best and most comprehensive view of products’ recent popularity and ratings, using data from a defined timeframe. These reports should, therefore, be used along with other detailed and real-time information available on each product’s profile page for the most up-to-date view of the data. #### Inclusion criteria To be eligible for inclusion in a category, products must meet the following criteria: - Have at least 20 unique product reviews published on Capterra within 24 months of the start of the research process for a given report. Two years of reviews provide a sample that Capterra has determined is large enough and recent enough to be valuable to buyers. The criteria is also set low enough to ensure emerging vendors can be represented. - Show evidence of offering required functionality as demonstrated by publicly available sources, such as the vendor’s website. - Eligible products must also establish a U.S. market presence through indicators such as U.S.-based reviews on Capterra and research into publicly available information about a given product. - Be relevant to software buyers across industries or sectors. In other words, they should not be "niche" solutions that cater exclusively to one specific type of user, as determined by Capterra’s analysis of user reviews and/or market research. - Achieve a minimum normalized overall user-review rating after application of Capterra Shortlist method for normalizing and weighting review recency (see description under the "Scoring" section). - Achieve a minimum popularity score. #### Scoring To arrive at a final Ratings score per product: - Scores are calculated for the Ratings dimension based on overall average user ratings. - Average product ratings are normalized for recency and volume of reviews. - Scores for each dimension are scaled to a maximum of 50. Products are represented, included, and/or scored solely based on user ratings and popularity data and independent of any relationship that Capterra has with vendors. Methodology: June 2024 - December 2025 Capterra Shortlist identifies the top products in software categories based on a proprietary blend of user ratings and popularity. Each Capterra Shortlist may include up to 25 products, but no fewer than 10, depending on the number of top-scoring products in a category. We use exclusive data and trusted reviews from verified software users to build Capterra Shortlist reports so buyers can confidently build their own list. #### The basics Capterra Shortlist methodology scores products on two dimensions: Ratings and Popularity. 1. The Ratings component is plotted on the x-axis and considers the overall user ratings of products based on reviews written in the past 24 months. Users rate products on a scale of 1 star (lowest) to 5 stars (highest). 2. The Popularity component is plotted on the y-axis and considers the average monthly search volume for a standardized set of keywords for each product—derived using a proprietary search methodology—as well as the position of the vendor's domain on the search engine results page (SERP) for each keyword. It also takes into account the number and recency of reviews written for each product in the past 24 months. These measures of user interest and relevance are used as a proxy for product popularity. Each score (Ratings and Popularity) is weighted and scaled to a value between 1-50.  Data sources include approved user reviews, public data sources, and data from technology vendors. For more information, please refer to [Capterra’s Community Guidelines](https://www.capterra.com/legal/community-guidelines/). Capterra Shortlist reports present the best and most comprehensive view of products’ recent popularity and ratings, using data from a defined timeframe. These reports should, therefore, be used along with other detailed and real-time information available on each product’s profile page for the most up-to-date view of the data. #### Inclusion criteria To be eligible for inclusion in a category, products must meet the following criteria: - Have at least 20 unique product reviews published on Capterra within 24 months of the start of the research process for a given report. Two years of reviews provide a sample that Capterra has determined is large enough and recent enough to be valuable to buyers. The criteria is also set low enough to ensure emerging vendors can be represented. - Show evidence of offering required functionality as demonstrated by publicly available sources, such as the vendor’s website. - Serve North American users, as demonstrated by product reviews submitted from that region. As of January 2025, qualifying products must also demonstrate U.S. market presence based on factors such as the availability of U.S.-based reviews on Capterra and research into publicly-available information about a given product. - Be relevant to software buyers across industries or sectors. In other words, they should not be "niche" solutions that cater exclusively to one specific type of user, as determined by Capterra’s analysis of user reviews and/or market research. - Achieve a minimum normalized overall user-review rating after application of Capterra Shortlist method for normalizing and weighting review recency (see description under the "Scoring" section). - Achieve a minimum popularity score. #### Scoring To arrive at a final Ratings score per product: - Scores are calculated for the Ratings dimension based on overall average user ratings. - Average product ratings are normalized for recency and volume of reviews. - Scores for each dimension are scaled to a maximum of 50. Products are represented, included, and/or scored solely based on user ratings and popularity data and independent of any relationship that Capterra has with vendors Methodology: January 2021 - May 2024 _N.B. In our ongoing effort to improve the user experience of Capterra Shortlist, we have made some enhancements to its visual representation, effective July 7, 2023. (The methodology and scoring have not changed.). Specifically, Capterra Shortlist graphic no longer labels its four quadrants, which were previously labeled Top Performers, Emerging Favorites, Established Players, and Noteworthy Products. This better reflects the exclusive nature of the entire Capterra Shortlist and ensures the featured products are the focus of Capterra Shortlist._ #### The basics Capterra Shortlist methodology scores products on two dimensions: Ratings and Popularity. 1. The Ratings component is plotted on the x-axis and considers the overall user ratings of products based on reviews written in the past 24 months. Users rate products on a scale of 1 star (lowest) to 5 stars (highest). 2. The Popularity component is plotted on the y-axis and considers the average monthly search volume for a standardized set of keywords for each product—derived by a proprietary search methodology—as well as the position of the vendor’s domain on the search engine results page (SERP) for each keyword. These measures of user interest and relevance are used as a proxy for product popularity.  Each score (Ratings and Popularity) is weighted and scaled to a value between 1-50.   Data sources include approved user reviews, public data sources, and data from technology vendors. For more information, please refer to [Capterra’s Community Guidelines](https://www.capterra.com/reviews/guidelines/). Capterra Shortlist reports present the best and most comprehensive view of products’ recent popularity and ratings, using data from a defined timeframe. These reports should, therefore, be used along with other detailed and real-time information available on each product’s profile page for the most up-to-date view of the data. #### Inclusion criteria To be eligible for inclusion in a category, products must meet the following criteria: - Product has at least 20 unique product reviews published on Capterra within 24 months of the start of the research process for a given report. Two years of reviews provides a sample that Capterra has determined is large enough and recent enough to be valuable to buyers. The criteria is also set  low enough to ensure emerging vendors can be represented. - Product shows evidence of offering required functionality as demonstrated by publicly-available sources, such as the vendor’s website. - Product serves North American users, as demonstrated by product reviews submitted from that region. - Product is  relevant to software buyers across industries or sectors—in other words, no "niche" solutions that cater exclusively to one specific type of user, as determined by Capterra’s analysis of user reviews and/or market research. - Product achieves a minimum normalized overall user-review rating, after application of the Capterra Shortlist method for normalizing and weighting review recency (see description under "Scoring" section). - Product achieves a minimum popularity score. #### Scoring To arrive at a final Rating score per product: - Scores are calculated for the Ratings dimension based on overall average user ratings. - Average product ratings are normalized for recency and volume of reviews. - Scores for each dimension are scaled to a maximum of 50. Products are represented, included, and/or scored solely based on user ratings and popularity data and independent of any relationship that Capterra has with vendors. _N.B. In January 2020, Capterra Top 20 was rebranded as Capterra Shortlist._ ### Information for vendors about Capterra Shortlist #### External usage guidelines Except in digital media with character limitations, the following disclaimer MUST appear with any/all Capterra Shortlist reference(s) and graphic use: _Capterra Shortlist report constitutes the subjective opinions of individual end-user reviews, ratings, and data applied against a documented methodology; they neither represent the views of, nor constitute an endorsement by, Capterra or its affiliates._ #### Escalation guidelines We take research integrity seriously. If you have questions or concerns about Capterra Shortlist content, its methodology, or other issues, contact the Capterra Shortlist team at methodologies@gartner.com. Please provide as much detail as possible so we can understand the issues, review your concerns, and take appropriate action. #### Corrections If a data error or omission is discovered in a published Shortlist report, a correction will be published. See our [Corrections Page](https://www.capterra.com/resources/corrections/) for comprehensive details. ## Capterra ‘Best’ product lists methodologies  ### Current methodology: March 2025 - present Some of Capterra’s pages feature lists of top-performing products and areas in which they excel, such as _Highly Rated for Functionality._ These lists are created based on a proprietary analysis of market demand signals, verified user ratings, and product research.  Each list features five to 10 products. Each product is chosen for a specific distinction based on available data from the 24 months leading up to the research process for a given list. Sponsorship or client status has no influence on the selection of products in the lists, but it may impact the order in which products appear. #### Inclusion criteria  To be eligible for inclusion in a list, products must meet the following criteria: - Appear in the most recent Capterra Shortlist report for a given category as of the start of research. This means the product is among the highest scoring in the category for both Popularity and User Ratings, according to the [Capterra Shortlist methodology](#capterra-shortlist-methodology).   - Demonstrate U.S. market presence based on factors such as the availability of U.S.-based reviews on Capterra and research into publicly-available information about a given product. In certain cases, depending on the market, product selection criteria may be expanded based on our market insights to ensure we are providing the best options for software buyers. For example, the number of products that cater exclusively to a single business sector may be limited to ensure a product list is suitable for a broad range of users regardless of industry, role, or function. Depending on the page type, additional inclusion criteria may vary. For example, on pages that feature only free products, the “best” product lists are made up only of products that include either free trial or a forever-free plan. #### Capterra list selection criteria From the broader list of qualifying Shortlist products, only five to 10 products may receive a _Highest Rated_ or _Highly Rated for_ distinction. Products with the most reviews in the past two years are prioritized to receive a distinction. The final number of products on the list depends on how many met inclusion criteria and the requirements for each distinction.  Product distinctions are based on the following data and verified user ratings. For all ratings, two years' worth of reviews data are considered, with the cutoff being the month before research is produced. Ratings are weighted for the number and recency of reviews within this time period. - **Overall rating**: Products that serve a broad range of users are eligible for an overall _Highest Rated_ distinction. Products that cater to a sub-sector of the market are eligible to receive the distinction of _Highest Rated for \[sub-sector\]_. Products that receive one of these _Highest Rated_ distinctions are not eligible to get any of the other distinctions to avoid repetition. - **Pricing model and overall rating**: These distinctions are informed by Capterra’s research into whether a product offers a free version or free trial and its starting price (if available), per the vendor’s website. Products assigned _Highly Rated &_ _Free_ and _Highly Rated & Affordable_ distinctions must also have a minimum overall rating of 4 out of 5. If multiple eligible products are free, the one with the highest overall rating gets the _Highly Rated &_ _Free_ distinction. That product then becomes ineligible to get any other distinctions. The remaining eligible product with the lowest starting price gets the _Highly Rated & Affordable_ distinction.  - **Product feature or attribute-related ratings**: These distinctions can be informed by product ratings for **specific product features** in a given software category, such as _Highly Rated for Financial Reporting._ The distinction assigned to each product is its highest-rated feature, as long as that feature-specific rating is based on at least 10 reviews in the past two years, has a minimum 4 out of 5 rating, and has not already been assigned to a higher-scoring product on the list. If a product has insufficient category-specific feature ratings, then its distinction is informed by its highest-rated **general product attribute**, such as Value for Money, Ease of Use, Customer Support, or Functionality. Products assigned to these distinctions must also have at least 10 reviews in the past two years for that feature and a minimum 4 out of 5 rating. This methodology is consistently applied across all products that qualify for inclusion. Methodology: October 2024 - February 2025 Some of Capterra’s pages feature lists of top-performing products and areas in which they excel, such as _Highly Rated for Functionality._ These lists are created based on a proprietary analysis of market demand signals, verified user ratings on Capterra, and product research.  Each list features five to 10 products. Each product is chosen for a specific "_Highly Rated for_" distinction based on the available data from within 24 months of the evaluation period. Sponsorship or client status has no influence on the selection of products in the best product lists, but it may impact the order in which products appear. ### Inclusion criteria  To be eligible for inclusion in a list, products must meet the following criteria: - Appear in the most recent Capterra Shortlist report for a given category as of the evaluation period.This means the product received among the highest scores in the category for both Popularity and User Ratings, according to the [full Capterra Shortlist methodology here](https://www.capterra.com/resources/research-methodologies/).   - Demonstrate U.S. market presence based on factors such as the availability of U.S.-based reviews on Capterra and research into publicly-available information about a given product. - In certain cases, depending on the market, product selection criteria may be expanded based on market insights to ensure the best options are being provided for software buyers.  Depending on the page type, additional inclusion criteria apply:  - In software directory pages that feature only free products, lists are made up of only products with either a forever-free plan or free trial. Products with forever-free versions are prioritized when assigning a distinction over those with a free trial only. - In software directory pages that feature products suited to small businesses, products in best software lists must have at least 20 reviews from small and midsize businesses (SMBs) within two years of the evaluation period. As distinctions for products on these lists are assigned, only SMB reviews are considered. #### List selection process From the broader list of qualifying Shortlist products, those with the highest number of reviews in the last 2 years are selected to receive adistinction.  Products may be assigned one of two kinds of distinctions:  - **Attribute-based:** These include distinctions for Overall Rating (described as _Highest Rated_), and _Highly Rated for_ one of the following attributes: Value for Money, Ease of Use, Customer Support, or Functionality.   - **Feature-based:** These include _“Highly rated for”_ distinctions based on the most important features in a given category, according to analysis of user reviews (e.g., _Highly Rated for Financial Reporting)_. The features showcased received the highest user ratings on a scale of “low importance” to “critical” within the 24 months preceding research. To assign a distinction for each product, distinctions are listed in the predetermined order they appear in the bullet points above. Beginning with Overall Rating, the top-rated product for each distinction is assigned in that specific order. If a product has already been assigned a distinction based on the list order, it cannot receive additional distinctions. This means that in cases where a product is highest-rated for multiple distinctions, it only receives the distinction that is ordered first on the list. In these cases, the other distinctions would go to the next highest-rated product as long as it has a minimum rating of 4 out of 5.  This methodology is consistently applied across all products that qualify for inclusion. In some cases, after each product has been assigned a “best for” distinction, products may be displayed in a different order from the methodology described above, such as displaying sponsored products first. ## Capterra software buyers guides methodology Capterra Buyers Guides are based on proprietary data and research-backed insights to support software buyers as they evaluate systems that are most appropriate for their needs. Below are the sources used to produce these guides: ### Capterra reviews and ratings data Capterra provides a [user-driven reviews platform](https://www.capterra.com/legal/community-guidelines/) where users can review software products. Capterra has published over 2 million verified reviews across more than 45,000 software products in more than 1,200 software categories. All reviews are examined by the Capterra team to ensure they are verified and provide helpful information. [Learn more about the Capterra review verification process.](https://www.capterra.com/faq/faqs-verification/) The Capterra team analyzes the sentiment of submitted reviews to identify user feedback trends, such as what users find to be the most beneficial about using the software or, conversely, what they find challenging. Next, they assign a sentiment score by identifying the most positive and negative user sentiment around a specific subject (e.g., software integration, benefits, pricing, ease of use, functionality). Review excerpts are passages extracted from longer reviews written by verified reviewers. Data scientists apply an algorithm that considers factors including, but not limited to, word count and topic coverage. Excerpts are not edited for clarity or grammar. Reviews represent user opinion and do not represent the views of, nor constitute an endorsement by, Capterra or its affiliates. ### Capterra buyer interactions Findings are based on data from conversations that Capterra’s advisor team has daily with software buyers seeking guidance on purchase decisions. The findings in these guides represent buyers who contacted Capterra and may not be indicative of the market as a whole. ### Capterra software pricing data Only products with publicly-available pricing information and qualified software products within the category are included in the pricing analyses. Publicly-available pricing sources, including vendor websites, are summarized beginning with the lowest monthly pricing (not considering annual discounts) for packages that include the core functionality for the software category. For more advanced packages (per user, when available), pricing is listed that includes these core software feature(s). Individual software buyers’ specific feature needs may differ, and final pricing will vary. When listing typical or common pricing for a given software category or category by business size, this average is based on pricing research for qualifying products that have either appeared in top-rated software reports or have the greatest number of reviews. ### Capterra market research The Capterra Research team conducts proprietary survey research to develop insights on business trends, pain points, and solutions. Relevant survey methodologies are available in the sources section of Capterra buyers guides. * * * ### Was this article helpful? * * * ## About the Author [### Zach Capers](https://www.capterra.com/resources/author/zcapers/) Zach Capers is the manager of ResearchLab at Capterra. Previously, as a Capterra senior analyst, he covered IT security and emerging technology trends. 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