Audience and consumer insights platforms · October 2026 Edition
SparkToro vs Qualtrics
Two of fourteen models named SparkToro first on the direct prompt; zero named Qualtrics. SparkToro was named by thirteen of the fourteen models and Qualtrics by eleven and SparkToro carries 29 labels and Qualtrics 13, so the shares are not directly comparable.
Named in three categories this edition.
Provo, United States, founded 2002. Named in six categories this edition.
First-choice share19%2%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate0%38%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#1#6A position in a field of 11; printed, not drawn.
Labels2913A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, SparkToro reading right to left. Rank and label count are printed, not drawn.6sense was named alongside these two in nine of the fourteen direct answers. SparkToro vs GWI · SparkToro vs ZoomInfo · SparkToro vs Google Analytics 4
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the audience and consumer insights platforms page.
By framing
How many of the fourteen models made each the first choice, per way of asking, and how many argued against it.
SparkToroFirst choices, of fourteen modelsQualtrics
Direct20
Paraphrase113 against Qualtrics
Comparative00
Budget-constrained60
Scale-constrained10
Negative002 against Qualtrics
Bars are first choices, 0 to 14 each sideModels that argued againstA model can name both, so the two sides of a row do not sum to fourteen.
Every model, every framing
The eighty-four answers behind the chart above, one cell each: where SparkToro and Qualtrics stood in it.
| Model | Direct | Paraphrase | Comparative | Budget-constrained | Scale-constrained | Negative |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | | |||||
| GPT-5.4 mini | | | ||||
| Gemini 3.5 Flash | | | | | | |
| Perplexity Sonar | | | | |||
| Grok 4.1 Fast | | |||||
| Mistral Small | | |||||
| DeepSeek V4 Flash | | | | | ||
| Llama 4 Maverick | | |||||
| Qwen 3.7 Flash | | | | | ||
| Kimi K2 | | | ||||
| GLM 4.7 FlashX | | |||||
| MiniMax M2.5 | | |||||
| GPT-6 Luna | | | | |||
| Muse Glimmer 30B | | | |
SparkToro Qualtrics first choice named as an alternative argued againstblank: not namedEach cell is one answer, SparkToro on the left and Qualtrics on the right.The direct prompt
The plain question, one answer per model, grouped by where SparkToro and Qualtrics stood in it.
SparkToro first, Qualtrics not the choice
2 of 14 modelsQualtrics was named in the answer but not as the choice, or not at all.Gemini 3.5 FlashGWI Work, SparkToro alternatives: 6sense, Apollo.io, Audiense, Cognism, Koala, Wynter
GPT-6 LunaSparkToro alternatives: 6sense, LinkedIn Sales Navigator
Neither was the first choice, one was named
2 of 14 modelsThe answer put something else first and named one of the two as an alternative.DeepSeek V4 Flash6sense alternatives: Audiense, Demandbase, GWI, SparkToro, ZoomInfo
Qwen 3.7 FlashZoomInfo alternatives: 6sense, Brandwatch Consumer Intelligence, FactorAI, Meltwater, SparkToro
Neither was named
10 of 14 modelsThe answer made no first choice from these two in this category.Claude Haiku 4.5HubSpot Marketing Hub, LinkedIn Analytics alternatives: 6sense, AdRoll ABM, Bombora
GPT-5.4 mini6sense alternatives: DemandScience, ZoomInfo
Perplexity SonarZoomInfo alternatives: AdRoll ABM, GWI
Grok 4.1 FastZoomInfo alternatives: 6sense, Demandbase, GWI, HubSpot Breeze Intelligence
Mistral SmallZoomInfo alternatives: Bombora, Demandbase, HubSpot Marketing Hub
Llama 4 MaverickGWI alternatives: Adobe Real-Time CDP, HubSpot Marketing Hub, Mediatoolkit, Omna
Kimi K2Apollo.io alternatives: 6sense, HubSpot, HubSpot Breeze Intelligence, LinkedIn Sales Navigator
GLM 4.7 FlashXZoomInfo alternatives: 6sense, Apollo.io, LinkedIn Sales Navigator
MiniMax M2.5Global Web Index alternatives: Demandbase, HubSpot Marketing Hub, Talkwalker, ZoomInfo
Muse Glimmer 30BHubSpot Marketing Hub alternatives: Bombora, Dealfront, Factors.ai, HubSpot Breeze Intelligence
Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment and they are never added together. The figures above are the mid-market standing, which is the one the category orders by.
Small business
SparkToro leads by twenty-four points.
SparkToro24%#1 of 17Qualtrics0%#17 of 17Mid-marketThe figures above
SparkToro leads by seventeen points.
SparkToro19%#1 of 11Qualtrics2%#6 of 11Enterprise
The order flips: Qualtrics leads at enterprise.
Qualtrics19%#2 of 14SparkToro0%#– of 14What the models said about SparkToro
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Three of four in this category shown.
“Choose SparkToro if: You want a fast, highly intuitive tool to find what websites, podcasts, and social accounts your target audience pays attention to.” Gemini 3.5 Flash · scale prompt · first choice
“Best for Strategic Audience Research: SparkToro ... widely considered the industry standard for this specific niche” Qwen 3.7 Flash · budget prompt · first choice
“Choose SparkToro if you want to know what channels, podcasts, and media to invest in for your next marketing campaign.” Gemini 3.5 Flash · paraphrase prompt · first choice
What the models said about Qualtrics
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Five of six in this category shown.
“Avoid: Enterprise tools like Qualtrics unless you have dedicated research staff—they're often overkill and overpriced” Kimi K2 · paraphrase prompt · hard negative
“Rather than recommending a single, bloated enterprise platform like Qualtrics (which can easily eat up $50k+ of your budget)” Gemini 3.5 Flash · paraphrase prompt · soft negative
“Move to Qualtrics only if you have the resources to run continuous, statistically rigorous experience research internally.” Muse Glimmer 30B · paraphrase prompt · soft negative
“I'd recommend Qualtrics as the strongest all-around consumer insights and audience research platform.” GPT-5.4 mini · paraphrase prompt · first choice
“Choose Qualtrics if you need structured, enterprise-grade feedback collection and CX management.” DeepSeek V4 Flash · comparative prompt · alternative
Also compared
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.