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brandr vs Qualtrics

Qualtrics is a survey and experience management platform that can measure almost anything you design. brandr is a brand measurement model with the software built around it. This page covers what that difference means in practice.

No card. No time limit. One survey per product.

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What they do

Two instruments, two questions.

Qualtrics

Qualtrics gives you a highly capable survey engine, panel access, and separate product lines for brand and employee experience. It sits with the newer SaaS style options that marketing teams can own directly rather than commissioning, and at enterprise scale it will do essentially whatever you specify. What it does not give you is a brand model, so you design the questionnaire, choose the dimensions, decide what a good score is, and build the analysis.

brandr

brandr arrives with the model already decided. Seven dimensions published academically, the same questions every wave, benchmarks drawn from more than 15,000 analysed responses across 50+ industries, and both sides of the brand reported on one scale without anyone on your side designing an instrument first.

The maths

Buy the platform, and you still have to build the product.

A survey licence is the starting cost of a self built tracker rather than the whole of it.

The licence is only part of what a self built brand tracker costs, because the design, the benchmark construction and the analysis have to be produced again every time you run it, by people whose time is not free.

Side by side

What each one can actually tell you.

Qualtrics

brandr

What it measures

Qualtrics

Whatever you design

brandr

Brand perception on seven dimensions, external and internal

Who gets surveyed

Qualtrics

Whoever you field to, panel available

brandr

Your customers and your employees. Consumer panel available as an add-on

Internal brand health

Qualtrics

A separate product line, on its own model

brandr

brandr Employer Index, on the same model

The alignment gap

Qualtrics

Possible if you design and analyse both sides yourself

brandr

The core output, included

Industry benchmarks

Qualtrics

Whatever comparison set you construct

brandr

50+ industries, same model every time

How it is built

Published academic framework

Qualtrics

No, you build the instrument

brandr

Seven dimensions, published academically

One model across both sides

Qualtrics

Only if you design it that way

brandr

Yes

Named methodology author

Qualtrics

No

brandr

Yes

Who does the analysis

Qualtrics

Your team or a consultant

brandr

Automated, with strategic recommendations

Time to first result

Qualtrics

Depends on your design and analysis

brandr

Two weeks, setup in 15 minutes

Commercials

Typical annual cost

Qualtrics

Annual licence, quoted, plus internal research time

brandr

€3,190 for both sides

Try before you buy

Qualtrics

Free trial of the survey tool, not a brand model

brandr

Free, no card

Time limit on trial

Qualtrics

Limited

brandr

None

Minimum contract

Qualtrics

Annual licence

brandr

3 months on Starter and Growth

Figures for Qualtrics are typical ranges from independent 2026 comparisons, retrieved August 2026, since Qualtrics does not publish enterprise pricing. Ranges vary by market, modules and seat count, and exclude internal research and analysis time.

What only brandr does

The measurement no one else can sell you.

Two indexes on one framework produce a third number, the distance between what the market believes and what your people experience.

brandr Index

78

how the market sees it

The gap

6

points of misalignment

brandr Employer Index

72

how your people live it

Fit

When Qualtrics is the better tool.

Choose Qualtrics

If you have a research function that wants full control over instrument design, and requirements no packaged model would satisfy, a survey platform is the right foundation and brandr would only get in the way.

Choose brandr

brandr is the opposite trade. The model is fixed, published and validated, which is precisely what makes results comparable across waves, across departments and against more than 50 industries. You give up questionnaire freedom and you get a benchmark that means something.

Proof

Real outcomes. Proven by data.

Unfiltered feedback from the partners who drive our data.

"We wanted to see how our strategy aligned with customer expectations. Based on the results of the brandr Index, we saw an opportunity to focus more on sustainability. Both in the sense of improving our track record and helping other companies become more sustainable by utilizing technology.

When we used brandr Index for the first time the results delightfully indicated that brand image aligned in many aspects with our marketing and communication activities. But, there were also gaps we felt we should focus on, and things that needed an emphasis."

Audur Inga Einarsdóttir

Director of Marketing

Advania

“This is one of the most robust approaches I've come across when it comes to measuring brand health internally ... I really like how it connects brand strength directly to workforce outcomes.”

Christopher Rastin

Head of Research

E.ON

“I’m meeting a potential client in financial services tomorrow – it is a competitive pitch but will need brandr Index again as part of our methodology. We’d very much like to include brandr Index in our ecosystem”.

Partner

Brandpie

"The first upside—important for a company of our size—is that it is less expensive than the alternatives. It gives us deeper data for less, and from a broader group of people."

Magnus Haflidason

CEO

Domino's Pizza Iceland

"We could really pinpoint those areas that needed improvement. That was the biggest thing. But, it was also good to get a confirmation on what we were doing right. brandr Index was proof that we were hitting the mark in a number of areas. The main thing brandr Index told us was a bit surprising.

It was that people didn’t know where to buy HH merchandise in the capital area of Reykjavik. And that was important. In the word cloud there was no mention of any retailers. We found that pretty unusual, we thought that people would connect certain retailers with HH, but it simply wasn’t the case."

Bjorn Thorisson

Sales & Marketing, Iceland

Helly Hansen

"We have used another survey tool which wasn’t as in-depth, it didn’t have as many cogs in the wheel. brandr Index helped me identify areas where we needed to improve. Using it was a step in the right direction."

Baldur Olafsson

Director of Marketing

Bónus

"We believe we have built a really strong brand, so we wanted to test that—to see where we stood compared to similar companies. My first impression after running the survey was that the results were very easy to understand. I was surprised at the amount of information there. I did not know the survey went so deep into the mind-set of the customer."

Fanney Skuladottir

Marketing Director

Blush

Questions

What people ask before switching.

How is brandr different from running our own surveys?

A general survey tool gives you a blank form and raw data. brandr gives you a research backed framework built specifically to measure brand health on both sides, an automated dashboard and prioritised recommendations. No manual analysis, no consultants, no spreadsheet work.

Can we add our own questions?

Yes, on Growth and above. The seven dimensions stay fixed so benchmarks hold, and your own questions run alongside them.

Can we keep using Qualtrics for other research?

Yes, and most teams do. brandr covers brand measurement specifically. Everything else stays where it is.

How are benchmarks calculated?

From more than 15,000 analysed responses across 50+ industries, on the same model every time, which is what makes a score comparable rather than just a number.

How long does it take to get going?

The survey takes four minutes to complete and results update live. Setup runs about 15 minutes and the first read lands inside two weeks, with no implementation project.

Can we try it before committing?

Yes. One survey per product, no card, and no time limit on the trial.

Pricing

See both sides for €3,190 a year.

Or start free and see your own numbers before you decide anything.

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See full pricing

Get started

See both sides of your brand.

No card. No time limit. One survey per product.

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