Honest comparison
VETT
Self-serve synthetic-respondent research on named frameworks (Van Westendorp, MaxDiff, NPS, brand lift), $9 to $1,099 per mission, no sales call. A directional read in minutes.
Qualtrics
Enterprise experience-management platform for customer, employee and market research, with human panels in 200+ markets and synthetic panels through Edge Audiences. Free survey account; Strategic Research at $420/month; most products priced on request.
Breadth and real respondents: Qualtrics runs human panels in 200+ markets alongside its synthetic panels, offers conjoint, and covers customer and employee experience too. VETT is synthetic-only market research.
Respondent type
QualtricsVETT
Synthetic personas only
Qualtrics
Both: human panels across 200+ markets, and synthetic panels (Edge Audiences)
Getting a synthetic study
VETTVETT
Self-serve: set up a mission and pay at checkout
Qualtrics
Synthetic panels are bought with subscription credits, only through a Qualtrics account executive
Published pricing
VETTVETT
$9 for 5 personas, up to $1,099; no subscription
Qualtrics
Free survey account (500 responses); Strategic Research $420/month ($5,040/year); customer, employee and market research products priced on request
Methods
QualtricsVETT
14 research types: concept tests, Van Westendorp pricing, MaxDiff, NPS, brand lift, creative attention and more; no conjoint
Qualtrics
Conjoint and MaxDiff built in, plus a full survey platform with statistical analysis tools
Scope
QualtricsVETT
Market research only
Qualtrics
Customer experience, employee experience and market research on one platform
Synthetic panel limits
TieVETT
Survey-style missions designed for synthetic respondents
Qualtrics
Synthetic panels cannot answer several question types (matrix tables among them) and do not support an incidence rate below 80%
| Dimension | VETT | Qualtrics | |
|---|---|---|---|
| Respondent type | Synthetic personas only | Both: human panels across 200+ markets, and synthetic panels (Edge Audiences) | |
| Getting a synthetic study | Self-serve: set up a mission and pay at checkout | Synthetic panels are bought with subscription credits, only through a Qualtrics account executive | |
| Published pricing | $9 for 5 personas, up to $1,099; no subscription | Free survey account (500 responses); Strategic Research $420/month ($5,040/year); customer, employee and market research products priced on request | |
| Methods | 14 research types: concept tests, Van Westendorp pricing, MaxDiff, NPS, brand lift, creative attention and more; no conjoint | Conjoint and MaxDiff built in, plus a full survey platform with statistical analysis tools | |
| Scope | Market research only | Customer experience, employee experience and market research on one platform | |
| Synthetic panel limits | Survey-style missions designed for synthetic respondents | Synthetic panels cannot answer several question types (matrix tables among them) and do not support an incidence rate below 80% |
Verdict legend: VETT advantage · tie · Qualtrics advantage. One column being "VETT" doesn't mean VETT is better overall - different jobs, different tools.
You want a synthetic study today without a contract, a sales call or a credit purchase. Early iteration on concepts, names or price bands before a real-respondent study. Small teams with no research platform, buying one study at a known price.
Your organisation already runs research, customer or employee programmes on Qualtrics. You need human panels, or synthetic and human studies from one platform. You need conjoint, or statistical analysis on data you collect yourself. The study needs an enterprise contract and procurement anyway.
Mainly access and price. Qualtrics synthetic panels are bought with subscription credits through an account executive. VETT is self-serve: you describe the audience, pay a published price and get a directional read in minutes. If you already have Qualtrics and Edge Audiences credits, using them may be simpler.
Qualtrics has a free survey account with 500 responses, and its Strategic Research plan is $420/month ($5,040/year). Its customer experience, employee experience and market research products are priced on request. VETT charges per mission, $9 to $1,099, with no subscription.
Yes. Qualtrics runs traditional panels across 200+ markets as well as synthetic panels. VETT has no human panel; every VETT respondent is simulated.
No. VETT offers Van Westendorp price sensitivity, MaxDiff, NPS, a brand-lift funnel and other frameworks, but not conjoint. Qualtrics runs conjoint and MaxDiff on its platform.
They do different jobs. The free Qualtrics account is for building surveys (3 active surveys, 30 questions each, 500 responses), and panel respondents are not among the features it lists. VETT supplies simulated respondents to your audience spec, from $9 a mission.
Breadth and real respondents. Qualtrics runs human panels in 200+ markets alongside synthetic panels, offers conjoint and statistical analysis, and covers customer and employee experience as well as market research. VETT is synthetic-only market research.
Qualtrics sources: