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1 + Qualtrics is known for its "request a quote" pricing model, meaning most of its costs are not listed publicly.
2 + However, for 2026, there are several standardized entry points and industry benchmarks that give a clear picture of what to expect.
3 +
4 + Pricing is generally divided into three categories: a restricted free version, a self-service "Small Business" plan, and custom enterprise contracts.
5 +
6 + 1. The Free Account
7 +
8 + Qualtrics offers a "Free Survey Maker" intended for students or individuals with very basic needs.
9 +
10 + Cost: $0
11 +
12 + Limits: 3 active surveys at a time, 30 questions per survey, and a lifetime limit of 500 total responses.
13 +
14 + Features: Access to 8 basic question types and 50+ templates. It lacks advanced logic, data export via API, and branding customization.
15 +
16 + 2. Small Business Plan (Strategic Research)
17 +
18 + For individuals and small teams who need more than the free version but aren't ready for a full enterprise contract, Qualtrics offers a "buy online" option.
19 +
20 + Cost: $420/month (billed annually at $5,040/year).
21 +
22 + Capacity: 1,000 responses per year (shared across all users).
23 +
24 + Features: Unlimited surveys and questions, advanced analysis tools (Text iQ, Stats iQ), and basic dashboards.
25 +
26 + 3. Enterprise & Core XM Pricing
27 +
28 + The majority of Qualtrics customers fall into this category. Pricing is highly modular and depends on the specific product (CustomerXM, EmployeeXM, or Strategy & Research).
29 +
30 + Median Annual Cost: Between $25,000 and $30,000 per year for mid-sized organizations.
31 +
32 + Per-User Cost: Often ranges from $1,500 to $5,000 per user/seat annually.
33 +
34 + High-End Enterprise: Large corporations with high response volumes or complex HR needs often pay $100,000+ per year.
35 +
36 + Key Factors That Influence Your Price
37 +
38 + Because Qualtrics uses a modular system, your final quote will be based on:
39 +
40 + Response Volume: The number of completed surveys you expect per year.
41 +
42 + Employee Count: For Employee Experience (EX) modules, pricing is almost always based on total headcount.
43 +
44 + Add-on Modules: Specialized tools like "XM Directory" (for managing contact lists) or advanced offline apps add significant costs.
45 +
46 + Integrations: Connecting Qualtrics to Salesforce, HubSpot, or Slack often requires a higher tier or additional fees.
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