7 Minute Read

Qualtrics and Knowledge360 are both software tools with competitive intelligence features. Qualtrics empowers businesses to collect meaning and useful feedback that turns into data points. This feedback is harvested from customers, employees and product testers. Their work fuels a brand’s competitive intelligence with meaningful stats, trends and market data.

Knowledge360 uses the power of AI and machine learning to collect and aggregate data from sources as vast as government sites to competitor’s LinkedIn pages. Users can create pathways of insight into the decisions competitors are making and how it is affecting their revenue. This holistic understanding grants an unrivaled competitive advantage.

The key metrics we’ll use to compare these platforms are:

  1. Pricing
  2. User Experience
  3. Data Collection, Tagging and Organization
  4. Search Features and Functionality
  5. Collaboration Features and Functionality

These two platforms live in the same universe but have a different scope of functions and features. We’ll highlight both the overlap and pros and cons of each for specific use cases.

-- Article continues below --


Free Competitive Intelligence Software Selection Tool. Download Now.

Qualtrics vs. Knowledge360: Who it is for.

Before jumping into feature by feature comparisons, it is important to understand who each of these tools is built for. Like a few of the other comparisons we’ve done, Qualtrics and Knowledge360 are built for fundamentally different use cases.

Qualtrics is a tool that offers methods for both gathering survey data and analyzing that data while Knowledge360 is built for monitoring many sources of data for both market and competitor information to inform decision-making.

Often we see survey data, which would be categorized as primary research, added to Knowledge360 as field intelligence, the results of which would be combined with information from other data sources and used in building a competitive strategy or performing competitor analysis work.

The Bottom Line: Qualtrics is a source of primary research data while Knowledge360 looks to support the holistic collection of market data and specific competitor data to fuel competitive strategy.

Qualtrics vs. Knowledge 360: Pricing

Depending on the value of your competitive analysis, the financial investment you are willing to make will vary. There should be a return on investment when you better understand the competitive field. Recovering the investment may take time but the method by which it will occur should be identifiable. That said, here is the investment you will make with each of these platforms:

Qualtrics Pricing

Qualtrics has some inbuilt customization and a subscription based pricing model. You can buy packages that are geared to track customer experience (CX), employee experience, product experience, brand experience and core XM projects. There are also research services and Qualtrics iQ, which is a predictive intelligence tool (currently being demoed). Subscriptions range from $1,500-$5,000 a month.

Knowledge360 Pricing

Knowledge360 is a fit for every size company. Whether you are a start-up or a Fortune 500 company, it can be scaled to meet your needs. Prices range from $475-$1,099 a month per user, with more powerful features accessible with the higher end packages. If you want to monitor, centralize or expand your competitive intelligence work, Knowledge360 is the tool to do it.

Qualtrics vs. Knowledge 360: User Experience

Qualtrics is itself heavy on the user experience because it aims to improve the UX of the brands who buy it. As this is a heavily promoted feature, it’s touted as easy to set up and deploy. Users like that Qualtrics has purpose-driven capacities. For instance, businesses who need to improve morale can conduct in-depth employee research with EmployeeXM, which is tailored to listen in on employee feedback and deliver actionable feedback.

Here’s what reviewers of Qualtrics say about its simplicity and straightforward data delivery:

“Best-in-class Survey Flow screen to enable "forest" and "tree" views of surveys.” PC Mag

“The platform is easy to use and offers so many options for various feedback needs and reporting. I have been working on the platform for 8 years now and there are still tools I haven't touched on yet. They offer tutorials that can be helpful along with support from others who work on the platform as well.” Review on G2.com

"I like that the questions are easy to understand and the rewards offered for taking the surveys. I also like the fact that they have a variety of topics." Capterra.com

Knowledge360 is one of the easiest platforms of its kind to activate. Within minutes, this elite system can be launched onto the web and start collecting desired data points. Alleviating the burdensome manual processes of data retrieval, collection and synthesis saves countless man hours. It also organizes and delivers data in a shareable way.

Here’s what reviewers of Knowledge360 say about the UX:

“It is extremely helpful to have articles displayed in plain text with no ads/noise. Additionally, they have subscriptions to a wide range of publications, journals, etc., that are normally behind paywalls.” Review on G2.com

“My overall experience right from the evaluation to launch phase has been exceptional. The team behind this tool provides excellent support and is always on hand to address queries. This had helped us to customize the tool and filter out the noise to enable faster decision making and also saves us a huge amount of time which was previously spent on gathering information.” Capterra.com

The Bottom Line: If you have a clear objective in mind, such as surveying employees or customers of a specific product, Qualtrics is a great platform to accomplish that. Knowledge360 has a far broader use and can be deployed to collect data from numerous sectors and aggregate it in a way meaningful to competitive intelligence. It provides a long-term source of data for all of your competitor analysis.

Qualtrics vs. Knowledge360: Data Collection, Tagging, and Organization

Amassing vast quantities of data is a meaningless step if it can’t be organized in a way that provides insight. Both Qualtrics and Knowledge360 have usefulness as a primary goal. The usefulness of data is a direct result of processes for collection, tagging and organization. This is achieved through automated processes. Here’s how these two software systems stack up in that regard.


The process by which data is obtained through Qualtrics is highly automated and requires virtually no manual processes. Qualtrics automations include:

  • Distribution automations
  • Contact automations
  • Import automations
  • Export automations

At any time, users can pause or resume automations as needed.

Knowledge360 automates its processes. One of the benefits of using Knowledge360 for competitive intelligence is that it heavily offsets the need for manual oversight. The platform collects massive quantities of data through these automated processes:

Data Sources

The source of data is essential. For data to be useful, it must be reliable. Much of the Qualtrics data comes from a direct ask. This means that there are many unknown factors in both the quantity and quality of the data a company will receive.

While they have optimized and incentivized surveys and other tools, there is still a risk factor in this investment. Disengaged employees or customers may not participate, which could obfuscate some of the more meaningful data points.

Knowledge360 is a dare we say comprehensive data source. Pre-loaded, aggregated data come from a broad range of sources and cover every industry imaginable. These include:

  • Aggregated News from over 600,000 global sources
  • Crunchbase
  • Job Boards (Indeed)
  • Company Reviews (Glassdoor)
  • SEC Filings (EDGAR Database)
  • Live stock ticker feeds
  • National Institutes of Health (clinicaltrails.gov)
  • Food and Drug Administration Adverse Event Reporting System (FAERS)
  • US Patent and Trademark Office
  • Customized RSS feeds and Google Alerts

For competitive analysis, Knowledge360 enables users to get both a depth and breadth of data that is immediately relevant for decision making and strategy.

The Bottom Line: Both Qualtrics and Knowedge360 have powerful features for automation and organization of data. The fundamental difference comes down to the type of data the tool offers: Qualtrics provides insight into survey data specifically, while Knowledge360 reviews data from a plethora of sources.

Qualtrics vs. Knowledge360: Search Features and Functionality

Once the data is in any platform like this, how it can be accessed is related to how it will be used. This is an important point that developers at both Qualtrics and Knowledge360 have addressed.

Qualtrics has full search functionality to its library of data. The search criteria typed in must be directly present in the naming of files. Currently, Qualtrics doesn’t support embedding HTML tags and then searching on those tags, but that could be a future functionality.

Knowledge360 excels at search features and functionality. Because it is performing high-volume tasks, it’s essential that the data is appropriately sorted and organized. It uses semantic search technology and entity-based architecture to determine data relationships and enhance search results. It collects and indexes data that has come from internal and external sources. This allows users to perform advanced searches and fast data retrieval.

The Bottom Line: Again, both Qualtrics and Knowedge360 have powerful search features but the real difference comes down to the data inside the tool available for searching.

Qualtrics vs. Knowledge360: Collaboration Features and Functionality

Because Qualtrics provides info on employees, customers and products, summaries should be accessible at individual and team levels. Projects within Qualtrics can be shared both internally, externally and across brands. 

There is access for shared services and special collaboration permissions that can extend limited access to external users. This is an important way to let all stakeholders weigh in on decisions made as a result of the collected data.

The knowledge management and collaboration capabilities within Knowledge360® allow users to better interact between regions and functions, providing increased information-sharing capabilities, maximizing the overall value for the business. 

Collaboration capabilities are pre-built into the system and include functionalities such as commenting on reports and data and emailing information (such as meeting notes, documents, news, etc.) directly to and from the system. 

Dashboard - News, Exhibitors & Field Intelligence

Dashboard - News, Exhibitors & Field Intelligence

(click to enlarge)

Customer reviews often call out specific collaboration capabilities as one of the primary benefits of the software.

“It is very easy to structure topic dashboards and company views so anyone on your team can view. It makes it really collaborative!” - Executive Sponsor in Management Consulting at a Mid-Market organization on G2

“We have adopted as an internal Web publishing platform to allow departments to communicate and share their information with the entire company.” - Director International Marketing Research & Intelligence at an Enterprise organization on G2

Additionally, Knowledge360® allows the user to create custom user roles to control the specific level of access for each user or group of users. Those holding an Administrator Role are able to build, edit, and assign user roles, ensuring the protection of sensitive data by creating access restrictions at the user level.

Out of the box, Knowledge360 can connect with many of the tools you already use, including the following:

  • Slack
  • Power BI 
  • Yammer
  • Quip
  • SharePoint
  • Google Drive
  • Dropbox
  • Salesforce
  • Tableau

The Bottom Line: Knowledge360 is built specifically to be a collaboration engine across all market and competitive intelligence data. Qualtrics has powerful collaboration tools for the sharing specifically of survey data.

Choose the Right Competitive Intelligence Tool

Investing in any software meant to give you a competitive edge should in fact do that. Depending on your business needs, one or both of these tools could be right for you. For a deeper dive, access our 2020 Buyer’s Guide for Market Intelligence and Competitive Intelligence Tools. Already sense that Knowledge360 is the resource you’ve been looking for? Go here to learn more about Knowledge350 and request a demo.