What do you like best?
It is easy to learn, and has EXTENSIVE training/documentation (including many videos). The support is knowledgeable and helpful. The platform has all the "bells and whistles" (features/capabilities) needed to conduct complex surveys, with multiple quotas. It also has an AI-based survey design review feature, which rates the survey and provides specific recommendations to improve the survey.
What do you dislike?
I'm old and old school, so I miss creating and copying blocks of code/syntax (which I used to use with Ci2/Ci3/WinCati). I felt more confident when I viewed the code as a text file, but I am gaining confidence in Qualtrics over time (it has NEVER been wrong, though I have screwed up a few times).
If you obtain respondent sample from Qualtrics, be sure to include robust checks for bots/fakers/non-qualified respondents (not a problem specific to them, that applies to EVERY sample vendor you use). Don't assume that the review by the Qualtrics QC team will find/remove bad records. CHECK yourself (and more importantly, set up the screening/proofing to prevent bad actors from sneaking into your survey in the first place).
Recommendations to others considering the product:
Self-service research platforms like Qualtrics are cost-effective and save considerable time compared to outsourcing research to vendors.
However, (and this is HUGE!) you need to ENSURE that the people who are designing and conducting the research are KNOWLEDGEABLE regarding research design and execution.
Yes, anyone can write a survey, but not anyone can write a GOOD survey.
And while it is great to save money buying cheap (low quality) sample, your data/study may be ruined because the respondents are NOT the people you expected.
Ensure the person/team that will use Qualtrics is TRAINED in marketing research (a degree, not just an online class or two).
What problems are you solving with the product? What benefits have you realized?
I use the platform to conduct online surveys among business customers and prospects, for a variety of products/services and customer service related topics. The platform is self-service, so I can quickly design/launch studies, and pull data immediately. The deliverables (cross tabs and reports) it creates save me considerable time and effort.