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Qualtrics vs Google Forms: Which Is Right for You?

Kate Williams

Last Updated:  

2 November 2023

5 min read

Are you tired of sifting through a sea of online survey tools, unsure which one fits your needs? Look no further! This blog will deeply dive into online survey tools and compare two powerhouses: Qualtrics and Google Forms.

Whether you’re a seasoned researcher, a budding entrepreneur, or a dedicated educator, we’ve got you covered. Get ready to unlock the secrets of these two popular survey tools as we explore their unique features, functionalities, and benefits.

By the end of this article, you’ll have all the information you need to make an informed decision. So, let’s embark on this survey tool showdown and find out which one reigns supreme: Qualtrics or Google Forms?

What’s the deal with Qualtrics?

Qualtrics vs Google Forms - Qualtrics Banner

Alright, let’s dive into the world of Qualtrics! If you’re looking for a survey platform that packs a punch, Qualtrics is a heavyweight contender. Designed with enterprise-level use in mind, Qualtrics offers many advanced features and customization options that make it a go-to choice for researchers, businesses, and academic institutions.

When it comes to survey design, Qualtrics truly shines. They provide a user-friendly interface allowing you to create visually appealing and interactive surveys without sweat. From multiple-choice to matrix questions, they’ve got you covered with diverse question types to suit various research needs.

But wait, there’s more! Qualtrics takes survey sophistication up a notch with its logic and branching capabilities. You can create personalized survey experiences by applying complex skip logic and branching options. It’s like having a smart survey that adapts to your respondents’ answers, making the whole experience more engaging and tailored.

Key features

Now, here’s something that sets Qualtrics apart:

Integration capabilities: The platform seamlessly integrates with other applications and platforms, allowing you to sync data and perform in-depth analysis. Imagine collecting survey responses and transferring them to your preferred analytics tool or CRM system. It’s all about streamlining your workflow and making data management a breeze.

Reporting and analytics — Qualtrics doesn’t disappoint. They offer robust features, including real-time dashboards and data visualization. You can easily track and monitor survey responses, uncover patterns, and derive meaningful insights from the collected data. It’s like having your own analytics powerhouse at your fingertips.

Employee Engagement: Organizations turn to Qualtrics to gather employee feedback, measure engagement levels, and improve workplace experiences. By conducting surveys and analyzing the data, companies can identify areas for improvement and take actionable steps to create a more positive and productive work environment.


Qualtrics provides the tools to create sophisticated and personalized survey experiences from complex survey design options to logic and branching capabilities.


The pricing structure of Google Forms might raise some eyebrows, especially for individuals or organizations on a tight budget or those seeking more cost-effective survey solutions.

Why Google Forms?

Qualtrics vs Google Forms - Google Forms Banner

If you’re looking for a free and accessible online survey tool, Google Forms is here to save the day. It’s like having your very own survey companion that’s simple, straightforward, and ready to help you gather feedback or collect data without any hassle.

Google Forms prides itself on its easy setup. You don’t need to be a tech wizard to get started. With just a few clicks, you can create your own survey quickly. The user-friendly interface guides you through the process, making it a breeze for anyone, regardless of their technical expertise, to dive right in and start crafting surveys.

Collaboration is a big perk when it comes to Google Forms. If you’re working on a team project or need input from multiple people, Google Forms has your back. You can invite team members to collaborate in real-time, making it a seamless experience to create surveys together. You can brainstorm ideas, fine-tune questions, and make edits on the go, ensuring that your survey reflects the collective effort of your team.

Key features

Integration with the Google Suite: This is where Google Forms truly shines. Since it’s part of the Google ecosystem, you can seamlessly integrate your forms with other Google applications, such as Google Sheets. This integration allows for smooth data transfer, so you can easily analyze and visualize your survey responses in spreadsheet format. It’s all about efficiency and organizing your data within the Google Suite.

Real-time Response Tracking: Stay up-to-date with your survey responses in real time. Google Forms provides instant response tracking, allowing you to monitor participant feedback as it comes in. This feature is particularly useful when time-sensitive data collection or quick feedback is required.

Accessibility: Since it’s cloud-based, you can access your forms from anywhere and on any device with an internet connection. That means you can create or manage your surveys on your desktop, tablet, or even your phone. Convenience at its finest, right?


With its intuitive design and straightforward features, creating surveys becomes a joyride, even for those without tech-savvy bones in their bodies. Say goodbye to complicated tools and hello to simplicity at its finest.


The predefined themes and branding options might leave those craving more customization feeling a tad disappointed.

Google Forms vs. Qualtrics- Which is better?

Let’s compare Qualtrics and Google Forms side by side to see how they measure up in terms of features. Here’s a list to give you a bird’s-eye view:

Research needs: If you’re conducting complex research studies or academic research that requires advanced survey design, logic, and analysis capabilities, Qualtrics might be the way to go. Its extensive features and customization options cater to the needs of researchers and professionals in the field.

Budget: While Google Forms is free to use, Qualtrics comes with a cost. Consider your budget and the value you expect to derive from the features offered by Qualtrics. If you have a limited budget or have simple survey requirements, Google Forms can be a viable option.

Collaboration and integration: If you’re working in a team or require seamless integration with other Google Suite applications, Google Forms might be the more convenient choice. Its collaborative features and integration with Google Sheets for data analysis can streamline your workflow.

User-friendliness: Google Forms is known for its simplicity and ease of use. If you prioritize a straightforward and intuitive user interface, Google Forms can be a great fit, especially for individuals or small businesses with basic survey needs.

Scalability- If you anticipate scaling up your survey activities or require advanced reporting and analytics, Qualtrics offers a more robust platform. It provides in-depth insights and reporting capabilities to help you derive meaningful conclusions from your data.

But wait, before we move on, let me tell you about an alternative that combines the best of both worlds. SurveySparrow offers a survey platform that strikes the perfect balance between simplicity and advanced features. With its user-friendly interface and conversational survey design, you can create engaging surveys that keep respondents hooked. And yes, they also offer integration capabilities and robust analytics to help you derive valuable insights from your survey data.

Table of Comparison – SurveySparrow | Qualtrics | Google Forms

FeatureSurveySparrowQualtricsGoogle Forms
PriceStarts at $19/monthCustom PricingFree
Advanced features
  • Advanced survey creation tools  
  • Customizable templates
  • Advanced analytics  Collaboration features
  • Mobile-friendly survey
  • Email marketing integrations
  • Advanced survey creation tools
  • Customizable templates
  • Advanced analytics
  • Collaboration features
  • Mobile-friendly surveys
  • Email marketing
  • integrations + AI-powered insights
  • Predictive analytics
  • Respondent profiling
  • Basic survey creation tools
  • Customizable templates
  • Basic analytics
Ease of use
  • Easy to use + Intuitive interface
  • Drag-and-drop builder
  • Easy to use
  • Intuitive interface
  • Drag-and-drop builder
  • Easy to use + Intuitive Interface
  • Drag-and-drop builder
Customer support
  • 24/7 customer support
  • Knowledge base 
  • Live chat, Phone support
  • 24/7 customer support
  • Knowledge base 
  • Live chat, Phone support
  • 24/7 customer support
  • Knowledge base 
  • Live chat, Phone support
Target audience
  • Small businesses, startups, and enterprises
  • Large enterprises
  • Small businesses and individuals


Wrapping Up..

It’s time to weigh your priorities, consider your budget, and consider the level of sophistication required in a survey tool. Consider the insights we’ve discussed in Qualtrics, Google Forms, and SurveySparrow, and choose the one that best aligns with your specific requirements.

So, whether you choose Google Forms, Qualtrics, or SurveySparrow, the key is to find a survey tool that aligns with your specific needs and objectives. Now, let’s move on to the next section and dive deeper into comparing Qualtrics and Google Forms. Get ready to discover more about their similarities and differences and which might fit you.

Kate Williams

Content Marketer at SurveySparrow

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