Thematic vs Qualtrics XM
Side-by-side from the Top 11 ranking of The 11 Best Voice of Customer (VoC) Software (2026). Last verified July 20, 2026.
The short answer
Qualtrics XM ranks higher on Top 11 (#1 vs #9) for CX, insights, and product teams at mid-market and enterprise companies that collect customer feedback across surveys, reviews, support tickets, and social channels and need to turn it into action. The widest collection and strongest verbatim analytics in one platform.
At a glance
| Thematic | Qualtrics XM | |
|---|---|---|
| Top 11 rank | #9 / The 11 Best Voice of Customer (VoC) Software (2026) | #1 / The 11 Best Voice of Customer (VoC) Software (2026) |
| Score (out of 9.4) | 7.6 | 9.2 |
| Best for | Transparent feedback theme analytics | Broadest experience management platform |
| Pricing | $$$ (quoted annually) | $$$$ (Enterprise, quoted annually) |
| HQ | Auckland, New Zealand | Provo, USA |
| Founded | 2016 | 2002 |
Thematic
Transparent, adjustable theme analytics.
getthematic.com/See full entry in The 11 Best Voice of Customer (VoC) Software (2026)
Qualtrics XM
The widest collection and strongest verbatim analytics in one platform.
www.qualtrics.com/See full entry in The 11 Best Voice of Customer (VoC) Software (2026)
Methodology and scoring weights live at /methodology. No vendor pays for placement — see about.