If you're evaluating Voice of the Customer (VoC) platforms, you already know the market is crowded. Dozens of vendors claim to capture the customer's voice. Fewer can prove they actually do something with it.
We believe that's where objective, third-party perspective is important — and Gartner plays a key role in the buying process with the Gartner® Magic Quadrant™ and Gartner® Peer Insights™. In our opinion, understanding both can save you time, reduce risk, and sharpen your shortlist.
This guide answers the most common questions about each.
2026 Gartner® Magic Quadrant™ for Voice of the Customer Platforms
Who is Gartner?
Gartner delivers actionable, objective insight to executives and their teams. Its expert guidance and tools enable faster, smarter decisions and stronger performance on an organization’s mission-critical priorities.
What is the Gartner® Magic Quadrant™?
The Gartner® Magic Quadrant™ compares technology provider’s strengths and challenges with your specific needs. Buyers can use a Gartner® Magic Quadrant™ as the first step to understand the technology providers they might consider for a specific investment opportunity.
What is a Voice of the Customer platform?
Gartner defines a VoC platform as one that integrates feedback collection, analysis, and action into a single, interconnected platform designed to help organizations understand and improve the customer experience.
We believe that this definition is more important than it may initially appear. It means a VoC platform isn't just a survey tool with a dashboard. It needs to go beyond direct feedback to include indirect and inferred sources — like contact center data, online reviews, and social media signals — and then turn those inputs into insights that drive action across the business.
That's the bar. If a platform can't connect those signals and close the loop on them, it's a feedback collection tool, not a VoC platform. The distinction is worth keeping in mind as you evaluate vendors.
What is the Gartner® Peer Insights™?
Gartner® Peer Insights is a free peer review and ratings platform designed for enterprise software and services decision makers. Reviews are organized by products in live markets that align to Gartner markets, defined Magic Quadrant or Market Guide-defined markets, or GPI-defined markets that are opened at the discretion of the GPI team and do not require insights published to open the space on Peer Insights.
What our customers are saying: View Qualtrics Peer Insights profile
Read the full review here: https://gtnr.io/OilcuAY93
Read the full review here: https://gtnr.io/UasU9YaOr
Read the full review here: https://gtnr.io/hydXvKVlC
How was Qualtrics recognized?
Qualtrics has been named a Leader in the Gartner® Magic Quadrant™ for Voice of the Customer Platforms for five consecutive years. In the 2026 report — which evaluated 12 providers — Qualtrics was positioned highest for Ability to Execute and furthest for Completeness of Vision.
In our opinion, Qualtrics also has one of the largest review footprints on Gartner Peer Insights within the VoC Platforms market, with customers across industries and company sizes sharing their peer experiences of implementing and operating the platform.
Why is Qualtrics recognized as a Leader?
We believe several factors contribute to Qualtrics' recognition as a Leader — and they map to the challenges CX teams are actually trying to solve:
A complete view of what your customers experience. Qualtrics connects direct feedback with contact center data, digital experience analytics, online reviews, and social signals — so your team sees the full picture, not just the survey picture. That omnichannel view is what makes it possible to identify the issues that matter most and act on them before they compound.
Faster path from insight to action. The platform applies AI to surface trends, identifies root causes, and recommends next steps. In 2025, Qualtrics introduced Experience Agents™ — specialized AI agents designed to interact directly with customers and employees, closing the loop at scale in ways that build trust rather than simply automating tasks.
Support at every stage of maturity. With one of the largest experience management ecosystems in the market — spanning technology partners, consulting firms, system integrators, and managed services providers — organizations get the support they need whether they're building a foundational CX program or running advanced, multi-channel VoC operations.
A platform that evolves with you. Recent investments include conversational feedback capabilities, AI-powered text analytics, digital path analytics, and a Location Experience Hub. These aren't features for features' sake — they're designed to help you listen deeper, understand faster, and act more personally as your program matures.
Where can I get the latest report?
The VoC market is moving fast. AI-powered analysis, omnichannel listening, and autonomous agents are redefining what these platforms can do — and what you should expect from them. If you're making a platform decision now, we believe the Magic Quadrant gives you a clear, independent view of where the market stands and which vendors are positioned to help you get where you need to go.
You can download the latest Gartner® Magic Quadrant™ for Voice of the Customer Platforms report directly from Qualtrics.
Gartner, Magic Quadrant for Voice of the Customer Platforms, Deborah Alvord, Maria Marino, Chad Storlie, Patrick Quinlan, Michael Maziarka, 16 April 2025.
Gartner® and Peer Insights™ are trademarks of Gartner, Inc. and/or its affiliates. All rights reserved. Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.
