GTM AI Index
September 2026 Edition · The permanent record of this edition. The unqualified address always carries the latest edition.
Index › GTM data and infrastructure › BI & dashboards › Small business › September 2026 Edition

Dashboards and data visualization for small business buyers

Asked as “business intelligence and dashboard tool”, and as “data visualization platform”, on behalf of a small B2B company. 56 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
Microsoft Power BI
Contested
36% of first choices, contested.
ShowinginAll 73 categories in the September 2026 Edition →

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small businessMicrosoft Power BI36%ContestedThis pageMid-marketMicrosoft Power BI62%Clear leaderStanding →EnterpriseMicrosoft Power BI65%Clear leaderStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Microsoft Power BI36%6%62endorsed leader
02Looker Studio32%0%59endorsed leader
03Zoho Analytics27%0%44accepted challenger
04Metabase4%4%50accepted challenger
05Tableau2%60%50criticized challenger
Show the three products at 0%, ordered by negative rate
08Looker0%76%21criticized challenger
07Domo0%67%12criticized challenger
06ThoughtSpot0%42%12criticized challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.
Head to head
Microsoft Power BI vs Looker StudioMicrosoft Power BI vs MetabaseLooker Studio vs Metabase

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 →
01
02
03
04
05
06
07
08
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Microsoft Power BI36%
02Looker Studio32%
03Zoho Analytics27%
04Metabase4%
05Tableau2%
06ThoughtSpot0%
07Domo0%
08Looker0%

02What they warned about

Three of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Perplexity Sonar, Mistral Small, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. 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.
Tableau
60%
30 of 50 labels negative · 12 of 12 models · 10 hard negative
“**Tableau**: multiple sources say small businesses should skip it unless someone else is paying or you already have the infrastructure and staff to support it.” Perplexity Sonar, negative prompt
Looker
76%
16 of 21 labels negative · 11 of 12 models · 12 hard negative
“should avoid heavyweight enterprise platforms like Tableau and Looker unless they have a warehouse and someone to maintain it” Llama 4 Maverick, negative prompt
Domo
67%
8 of 12 labels negative · 6 of 12 models · 6 hard negative
“Quote-based... make them unjustifiable without complex, multi-source data and high concurrency.” Grok 4.1 Fast, negative prompt
Sisense
89%
8 of 9 labels negative · 6 of 12 models · 6 hard negative
“**Sisense** | Launch from $399/month; mid-market deployments $25K–$150K+/year | Custom builds require significant setup effort” GLM 4.7 FlashX, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

19 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 5 of those lists are Google grounding redirects that name no site and are left out of the counts. 174 links across 92 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

domo.com
vendor site · Domo9 answers · 11 citations · 2 models
thedigitalprojectmanager.com
6 answers · 6 citations · 2 models
reddit.com
vendor site · Reddit5 answers · 8 citations · 1 model
selecthub.com
5 answers · 5 citations · 2 models
ovaledge.com
vendor site · OvalEdge4 answers · 5 citations · 2 models
ajelix.com
4 answers · 4 citations · 2 models
coefficient.io
vendor site · Coefficient4 answers · 4 citations · 2 models
dashboardfox.com
4 answers · 4 citations · 2 models
reportviewers.com
4 answers · 4 citations · 1 model
teamwork.com
4 answers · 4 citations · 1 model
tableau.com
vendor site · Tableau3 answers · 4 citations · 1 model
getsmeup.com
3 answers · 3 citations · 1 model

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.

thedigitalprojectmanager.com/tools/business-intelligence-tools
6 answers · 2 models
domo.com/learn/article/small-business-business-intelligence
5 answers · 2 models
coefficient.io/bi-tools-for-small-business
4 answers · 2 models
reportviewers.com/bi-for-small-business.html
4 answers · 1 model
selecthub.com/c/business-intelligence-tools
4 answers · 2 models
teamwork.com/blog/small-business-intelligence
4 answers · 1 model
ajelix.com/bi/business-intelligence-tools-for-small-business
3 answers · 2 models
getsmeup.com/business-intelligence-tools-for-small-companies
3 answers · 1 model
klipfolio.com/blog/cloud-bi-dashboard-tools-small-business
3 answers · 2 models
ovaledge.com/blog/business-intelligence-tools
3 answers · 2 models

04How 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.
ModelDirect“What is the best business intelligence and dashboard tool for a small B2B company?”Paraphrase“Which data visualization platform would you recommend to a small business that sells to other businesses?”Comparative“What are the top business intelligence tools for a small team and how do they differ?”Budget-constrained“What is the best business intelligence and dashboard tool for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a business intelligence and dashboard tool. What should we look at?”Negative“Which business intelligence tools should a small business avoid or be cautious about?”
Claude Haiku 4.5Zoho Analytics
One alternativeMicrosoft Power BI
against: TableauLooker Studio, Zoho AnalyticsChanged
One alternativeMicrosoft Power BI
Zoho Analytics
Three alternativesMetabase, Microsoft Power BI, ThoughtSpot
Looker Studio
Two alternativesMicrosoft Power BI, Zoho Analytics
no first choicenothing named
GPT-5.4 miniMicrosoft Power BI
One alternativeTableau
against: LookerMicrosoft Power BIHeld
Four alternativesLooker, Looker Studio, Metabase, Tableau
Metabase
Three alternativesLooker Studio, Microsoft Power BI, Tableau
Microsoft Power BI
Two alternativesLooker Studio, Metabase
against: Tableauno first choicenothing named
Gemini 3.5 FlashMicrosoft Power BI
Three alternativesDatabox, Looker Studio, Metabase
against: Domo, TableauMicrosoft Power BIHeld
Five alternativesDatabox, HubSpot, Looker Studio, Metabase, Salesforce
Looker Studio, Metabase
Three alternativesDatabox, Microsoft Power BI, Zoho Analytics
against: TableauLooker Studio
Three alternativesMetabase, Microsoft Power BI, Zoho Analytics
against: TableauMetabase
Three alternativesLightdash, Looker Studio, Microsoft Power BI
against: Looker, Tableauagainst: IBM Cognos, Looker, MicroStrategy, Oracle Analytics Cloud, Qlik Sense, SAP Analytics Cloud, Sigma, Sisense, Tableau
Perplexity SonarZoho Analytics
Three alternativesLooker Studio, Metabase, Microsoft Power BI
Looker StudioChanged
One alternativeMicrosoft Power BI
against: TableauZoho Analytics
Three alternativesLooker Studio, Metabase, Microsoft Power BI
against: Qlik, TableauLooker Studio
Three alternativesMetabase, Power BI Desktop, Zoho Analytics
Microsoft Power BI
Three alternativesLooker Studio, Metabase, Tableau
against: Crystal Reports, Looker, Tableau
Grok 4.1 FastMicrosoft Power BI
Three alternativesLooker Studio, Metabase, Zoho Analytics
Microsoft Power BIHeld
One alternativeLooker Studio
against: TableauLooker Studio, Microsoft Power BI
Two alternativesMetabase, Zoho Analytics
against: TableauLooker Studio
Three alternativesMetabase, Microsoft Power BI, Zoho Analytics
against: Apache SupersetMicrosoft Power BI, Zoho Analytics
Two alternativesLooker Studio, Metabase
against: Domo, Looker, Metabase, Microsoft Power BI, Sisense, Tableau, ThoughtSpot
Mistral SmallMicrosoft Power BI, Zoho Analytics
Two alternativesCoefficient, Tableau
Microsoft Power BI, TableauChanged
One alternativeLooker Studio
Microsoft Power BI
Five alternativesAmazon QuickSight, Looker Studio, Metabase, ThoughtSpot, Zoho Analytics
against: TableauLooker Studio
Two alternativesMetabase, Microsoft Power BI
no first choice
Five alternativesLooker Studio, Metabase, Microsoft Power BI, Mode Analytics, Tableau
against: Domo, Looker, Microsoft Power BI, Oracle Analytics, Qlik Sense, Sisense, Tableau Creator, ThoughtSpot
DeepSeek V4 FlashMicrosoft Power BI
Three alternativesLooker Studio, Metabase, Zoho Analytics
against: Looker, Sisense, TableauLooker Studio, Zoho AnalyticsChanged
Three alternativesDatabox, HubSpot's built-in dashboards, Klipfolio
against: Domo, Looker, Metabase, Microsoft Power BI, Qlik, TableauLooker Studio, Metabase
Three alternativesApache Superset, Microsoft Power BI, Zoho Analytics
against: TableauLooker Studio, Zoho Analytics
Two alternativesMetabase, Microsoft Power BI
Microsoft Power BI, Zoho Analytics
Three alternativesCoefficient, Looker Studio, Metabase
against: Domo, Looker, Qlik, Sisense, Tableauagainst: Domo, Looker, Qlik Sense, Sisense, Tableau, ThoughtSpot
Llama 4 MaverickZoho Analytics
Two alternativesLooker Studio, ThoughtSpot
Looker StudioChanged
One alternativeMicrosoft Power BI
against: Datawrapper, Flourish, TableauMetabase, Microsoft Power BI, Zoho AnalyticsZoho Analytics
Two alternativesMetabase, Microsoft Power BI
no first choiceagainst: Looker, Tableau
Qwen 3.7 FlashZoho Analytics
Three alternativesLooker Studio, Metabase, Microsoft Power BI
Microsoft Power BIChanged
One alternativeLooker Studio
against: TableauLooker Studio, Microsoft Power BI
Three alternativesFathom HQ, Metabase, Zoho Analytics
Looker Studio
Four alternativesFathom, Metabase, Microsoft Power BI, Zoho Analytics
Looker Studio, Microsoft Power BI
One alternativeMetabase
against: Keboola, Snowflake, Tableauagainst: Looker, Microsoft Power BI, Tableau
Kimi K2Microsoft Power BI, Zoho Analyticsagainst: Looker, TableauMicrosoft Power BIChanged
Two alternativesLooker Studio, Tableau
Microsoft Power BI
Three alternativesMetabase, Tableau, Zoho Analytics
Looker Studio
Two alternativesMetabase, Microsoft Power BI
Metabase, Microsoft Power BI
Two alternativesLooker Studio, Tableau
against: Crystal Reports, Domo, IBM Cognos, Looker, SAP BusinessObjects, SAS Viya, SSRS, Sisense, Tableau, ThoughtSpot
GLM 4.7 FlashXLooker Studio
Three alternativesMetabase, Microsoft Power BI, Tableau
Zoho AnalyticsChanged
Three alternativesDataHub Pro, Looker Studio, Microsoft Power BI
against: Klipfoliono first choice
Seven alternativesLooker Studio, Metabase, Microsoft Power BI, Row Zero, Tableau, ThoughtSpot, Zoho Analytics
Looker Studio
Three alternativesMetabase, Microsoft Power BI, Zoho Analytics
no first choiceagainst: Domo, Looker, Qlik Sense, Sisense, Tableau
MiniMax M2.5Looker Studio, Zoho Analytics
Three alternativesMetabase, Microsoft Power BI, Tableau
Microsoft Power BIChanged
Two alternativesLooker Studio, Metabase
against: TableauLooker Studio, Microsoft Power BI
Two alternativesMetabase, Zoho Analytics
against: TableauLooker Studio, Zoho Analytics
Two alternativesMetabase, Microsoft Power BI
Looker Studio, Microsoft Power BI
One alternativeMetabase
against: Looker, Tableau, ThoughtSpot
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The 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
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:16yes77 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:26yes36 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:21yes1830 s
Direct recommendationPerplexity Sonarsonar2026-09-14 23:53yes205 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:15yes06 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 02:43yes09 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:34yes020 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:45yes02 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 04:41yes020 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:56yes023 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:27yes028 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:49yes011 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:31yes57 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:03no02 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:19yes922 s
ParaphrasePerplexity Sonarsonar2026-09-14 23:51yes207 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 02:05yes04 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 00:47no03 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:58yes016 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:12yes02 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:10yes069 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:39yes018 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:24yes020 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:47no012 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 00:41yes97 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:57yes68 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:54yes1726 s
ComparativePerplexity Sonarsonar2026-09-15 01:22yes207 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:42yes06 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 03:29yes010 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:15yes022 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 22:58yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:40yes049 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:30yes018 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:23yes051 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:40yes013 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:16yes88 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:57yes26 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:01yes1023 s
Budget constrainedPerplexity Sonarsonar2026-09-15 03:57yes205 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 02:31yes06 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 01:21yes08 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 00:35yes027 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:33yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:34yes029 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:04yes025 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:14yes043 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:56yes012 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 02:53no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:58no06 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:22no016 s
Scale constrainedPerplexity Sonarsonar2026-09-15 04:12yes208 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 00:01yes08 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 22:51no05 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:05yes023 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:44yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:56yes025 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:11yes035 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:47no046 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:44yes026 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:14yes149 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:51no04 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:11yes1626 s
Negative framingPerplexity Sonarsonar2026-09-15 00:31yes206 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:30yes07 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-14 23:52yes011 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:39yes042 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:41yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:55yes038 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:16yes043 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:40yes038 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:23yes022 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings
None. Every name in this category resolved on its own.
Unresolved, counted raw
BiClaw
DashboardFox
DataHub Pro
Datawrapper
Excel/Sheets
Fathom HQ
Flourish
HubSpot's built-in dashboards
Keboola
Mode Analytics
Oracle Analytics Cloud
Pipedrive/HubSpot built-ins
Querio
Row Zero
Salesforce
Tableau Creator
Discontinued, still offered
No shut-down product was recommended here.

Also in gtm data and infrastructure

The other categories of this function, with the leader in each.
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