Surveys Used by UK B2B Companies: Market Share (2026)
Detected survey-system market share across 3,061 of 112,438 trading UK B2B companies, led by Qualtrics with 66.6% of detectable usage.
Across 112,438 trading UK B2B companies, 3,061 have an identified Surveys system. Qualtrics accounts for 66.6% of that identified market, with 2,038 companies, ahead of Typeform at 19.9% (610), SurveyMonkey at 8.9% (271), Wufoo at 4.0% (123), SmartSurvey at 1.0% (32) and Tally at 0.6% (17).
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Qualtrics has the highest share in every employee band shown here, though its share narrows as company size rises. It accounts for 70.1% of 2,025 companies under 10 employees, 61.4% of 941 companies with 10–50 employees and 43.2% of 95 companies over 50 employees.
The long tail is small but visible. Typeform and SurveyMonkey form the main alternative cluster, while Wufoo, SmartSurvey and Tally together account for 5.6% of identified usage.
3,058
B2B with detected Surveys
Of 112,514 UK B2B
2.7%
Detection rate
2026
6
Systems detected
In this category
66.5%
Leader share
Qualtrics
UK B2B Surveys market share
Share of the 3,058 UK B2B with a detectable system. As of June 2026.
Surveys compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Qualtrics | 2,035 | 66.5% | 6 | 15.6% | Small teams, broad market share |
| Typeform | 611 | 20% | 8 | 34.5% | Small teams, London-skewed usage |
| SurveyMonkey | 269 | 8.8% | 7 | 31.2% | Small teams, London-skewed usage |
| Wufoo | 123 | 4% | 6 | 26% | Micro teams, smaller share |
| SmartSurvey | 32 | 1% | — | — | View these companies in Firmbase → |
| Tally | 18 | 0.6% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Surveys system shifts with company size: among UK B2B with under 10 employees, Qualtrics leads at 70.2% of the 2,022 with a detectable system; among UK B2B with 10–50 employees, Qualtrics leads at 61.1% of the 942 with a detectable system; and among UK B2B with over 50 employees, Qualtrics leads at 42.6% of the 94 with a detectable system.
Under 10 employees
70.2% of band
Under 10 employees is the largest band, with 2,025 companies. Qualtrics has the highest share at 70.1%, while the remaining usage is split across lighter survey and form tools.
10–50 employees
61.1% of band
10–50 employees covers 941 companies and still skews towards Qualtrics, at 61.4%. Alternative systems have more room here than in the smallest band, especially among teams standardising research and feedback workflows.
Over 50 employees
42.6% of band
Over 50 employees is a smaller cohort, with 95 companies. Qualtrics remains the largest system at 43.2%, but the market is less concentrated than in the two smaller bands.
How Surveys usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
UK B2B by Surveys
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Frequently asked questions
What is the most-used Surveys among UK B2B companies?
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What is the best Surveys for UK B2B companies?
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