Customer feedback and surveys
Asked as “customer feedback and survey platform”, and as “NPS and customer experience survey tool”, on behalf of a mid-market B2B software company. 55 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
24%
Contested · Google Forms 16%
24CustomerGauge16Google Forms09Retently51others
24% of first choices, contested.
Since September 2026↗new leaderNew leader since September 2026: CustomerGauge (22%) replaces Google Forms (15% then, 16% now), 6 points clear, inside the 12-point floor.CustomerGauge leads at 22%, replacing Google Forms, which led at 15% and stands at 16% now: 6 points clear, inside the floor, so the swap reads as unsettled.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
CustomerGauge24%5%22accepted challenger▲+10Since September 2026: 13% → 22%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.13% → 22%
CustomerGauge24%5%22accepted challenger▲+10Since September 2026: 13% → 22%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.13% → 22%02
Google Forms Lab in the set16%18%28accepted challenger▲+2Since September 2026: 15% → 16%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.15% → 16%
Google Forms Lab in the set16%18%28accepted challenger▲+2Since September 2026: 15% → 16%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.15% → 16%03
Retently9%0%11accepted challenger▲+1Since September 2026: 9% → 10%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 10%
Retently9%0%11accepted challenger▲+1Since September 2026: 9% → 10%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 10%04
Survicate5%0%25accepted challenger▼−1Since September 2026: 7% → 6%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.7% → 6%
Survicate5%0%25accepted challenger▼−1Since September 2026: 7% → 6%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.7% → 6%05
SurveyMonkey5%26%54criticized challenger▲+2Since September 2026: 4% → 6%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 6%
SurveyMonkey5%26%54criticized challenger▲+2Since September 2026: 4% → 6%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 6%06
SurveySparrow5%0%19accepted challenger▲+1Since September 2026: 5% → 6%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 6%
SurveySparrow5%0%19accepted challenger▲+1Since September 2026: 5% → 6%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 6%07
Alchemer5%0%15accepted challenger▲+2Since September 2026: 2% → 4%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 4%
Alchemer5%0%15accepted challenger▲+2Since September 2026: 2% → 4%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 4%08
AskNicely4%0%12accepted challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%
AskNicely4%0%12accepted challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%09
Qualtrics CustomerXM4%52%54criticized challenger▼−1Since September 2026: 5% → 4%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 4%
Qualtrics CustomerXM4%52%54criticized challenger▼−1Since September 2026: 5% → 4%, −1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 4%10
Zonka Feedback2%3%30accepted challenger=heldSince September 2026: 2% → 2%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 2%
Zonka Feedback2%3%30accepted challenger=heldSince September 2026: 2% → 2%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 2%11
Typeform2%35%43criticized challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%
Typeform2%35%43criticized challenger▲+2Since September 2026: 0% → 2%, +2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 2%12
Delighted2%44%18criticized challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%
Delighted2%44%18criticized challenger▼−2Since September 2026: 4% → 2%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 2%Show the three products at 0%, ordered by negative rate
15
Medallia Experience Cloud0%38%29criticized challenger▼−4Since September 2026: 4% → 0%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 0%
Medallia Experience Cloud0%38%29criticized challenger▼−4Since September 2026: 4% → 0%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 0%13
Hotjar0%8%12accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Hotjar0%8%12accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%14
Jotform0%0%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Jotform0%0%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Google Forms is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice zero times of 4; the other five models zero times of 20. Lab treatment is defined on the method page; the row is marked, not excluded.
All ten head-to-head pages: the top five products, each against each
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
010203040506070809101112131415Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative40%
Key
01CustomerGauge24%
CustomerGauge24%02Google Forms16%
Google Forms16%03Retently9%
Retently9%04Survicate5%
Survicate5%05SurveyMonkey5%
SurveyMonkey5%06SurveySparrow5%
SurveySparrow5%07Alchemer5%
Alchemer5%08AskNicely4%
AskNicely4%09Qualtrics CustomerXM4%
Qualtrics CustomerXM4%10Zonka Feedback2%
Zonka Feedback2%11Typeform2%
Typeform2%12Delighted2%
Delighted2%13Hotjar0%
Hotjar0%14Jotform0%
Jotform0%15Medallia Experience Cloud0%
Medallia Experience Cloud0%What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Qualtrics CustomerXM52%
28 of 54 labels negative · 10 of 6 models · 8 hard negative
“Avoid this if you are a small-to-mid-sized business or a startup. It is generally overkill and financially prohibitive for most teams.” GLM 4.7 FlashX, negative prompt
SurveyMonkey26%
14 of 54 labels negative · 10 of 6 models · 6 hard negative
“businesses often migrate away from SurveyMonkey for three critical reasons: Aggressive Cost Scaling... Data Privacy Concerns” Qwen 3.7 Flash, negative prompt
Typeform35%
15 of 43 labels negative · 9 of 6 models · 2 hard negative
“Why to Skip ... not purpose-built for B2B account-level NPS tracking” DeepSeek V4 Flash, paraphrase prompt
Delighted44%
8 of 18 labels negative · 6 of 6 models · 8 hard negative
“Qualtrics officially shut down the Delighted platform on June 30, 2026, so it is no longer an option.” Gemini 3.5 Flash, paraphrase prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
79 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1107 links across 277 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
vendor site · Guideflow44 answers · 62 citations · 11 models
vendor site · Typeform34 answers · 41 citations · 14 models
vendor site · Chattermill30 answers · 40 citations · 12 models
vendor site · HubSpot28 answers · 29 citations · 12 models
vendor site · Survicate26 answers · 32 citations · 12 models
vendor site · Zonka Feedback25 answers · 32 citations · 11 models
vendor site · SurveySparrow22 answers · 28 citations · 10 models
vendor site · CustomerGauge18 answers · 40 citations · 11 models
vendor site · Feature Upvote18 answers · 18 citations · 8 models
17 answers · 28 citations · 10 models
vendor site · Frill17 answers · 19 citations · 9 models
13 answers · 20 citations · 6 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
33 answers · 11 models
22 answers · 7 models
21 answers · 10 models
18 answers · 8 models
17 answers · 8 models
17 answers · 9 models
14 answers · 10 models
11 answers · 10 models
11 answers · 8 models
10 answers · 8 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best customer feedback and survey platform”, “customer feedback and survey platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| CustomerGauge customergauge.com | 24% | 66 | 210 | 0 | 22,116 | $254 | 17 | |
| Google parent site Google Forms 16% | 16% | 97 | 1,830,000 | 15,495 | ||||
| Retently retently.com | 9% | 20 | 320 | 24,333 | 5,524 | 1 | ||
| Survicate survicate.com | 5% | 61 | 720 | 8 | 23,066 | 0 | 6 | |
| SurveyMonkey surveymonkey.com | 5% | 191 | 165,000 | 2,023 | 1,683,535 | $500 | 106 | 2 |
| SurveySparrow surveysparrow.com | 5% | 45 | 1,900 | 17 | 246,819 | 43 | 1 | |
| Alchemer alchemer.com | 5% | 43 | 8,100 | 1,852 | 133,572 | $178 | 83 | |
| Tally tally.so | 5% | 28 | 40,500 | 10,358 | 32,871 | 0 | ||
| Delighted qualtrics.com Qualtrics CustomerXM 4%, Delighted 2% | 5% | 136 | 40,500 | 23,375 | 1,028,410 | $21 | 66 | |
| AskNicely asknicely.com | 4% | 20 | 1,300 | 4 | 3,070 | 5 |
Google's top ten for the two searches hold 15 sites; 4 of them are among the sites the models cited here (g2.com, surveysparrow.com, survicate.com, zonkafeedback.com). The first result for “best customer feedback and survey platform” is surveysparrow.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best customer feedback and survey platform for a mid-market B2B company?”Paraphrase“Which NPS and customer experience survey tool would you recommend to a mid-sized B2B company?”Comparative“What are the top customer feedback and survey platforms and how do they differ?”Budget-constrained“What is the best customer feedback and survey platform for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a customer feedback and survey platform. What should we look at?”Negative“Which customer feedback and survey platforms should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
HubSpot read as HubSpot Service Hub
Medallia read as Medallia Experience Cloud
Qualtrics read as Qualtrics CustomerXM
Qualtrics XM read as Qualtrics CustomerXM
Zoho read as Zoho Survey
Zonka read as Zonka Feedback
Unresolved, counted raw
Block Survey
CashCrate
FormGrid
HappyOrNot
HubSpot Feedback
Mentimeter
Op4G/Slice
ProProfs Survey
SurveyWorld
Surveytime.io
Survio
Usabilla (by SurveyMonkey)
Discontinued, still offered
No shut-down product was recommended here.