QuestionPro vs OpinionX: conjoint, MaxDiff and pricing research compared

QuestionPro vs OpinionX comes down to how you get access to advanced methods. QuestionPro includes conjoint analysis, MaxDiff, Van Westendorp and Gabor Granger only on its Research Suite plan, which it prices by quote for teams of 10 or more users. Its published plans cost $99 per user per month and $83 per user per month, both billed annually, and neither lists those methods (QuestionPro pricing page, 30 October 2026). OpinionX includes all four methods on its free plan, capped at 25 participants per survey, and on its Analyze plan at $900 per year with unlimited researcher seats. QuestionPro is the better fit for enterprise research teams that need customer experience and employee surveys, a large built-in panel and a long list of AI features in one contract, while OpinionX fits product and UX research teams that need conjoint, MaxDiff and pricing research without a sales process or per-user pricing.

This page covers which plan unlocks each method, how the conjoint and pricing tools compare, segmentation, seats, both free plans, both paid plans and a full feature table.

Last updated 30 October 2026. Pricing and features change often, so check current details with each company before you buy. Where this page gives a verdict, it's our view from using both tools.

How do QuestionPro and OpinionX compare at a glance?

QuestionPro and OpinionX both offer the four advanced survey methods product and pricing teams use most, and they differ on which plan includes those methods, how they charge for seats and how broad the rest of the platform is.

💡 The four methods both tools offer

• Conjoint analysis shows participants complete versions of a product and asks them to choose between them, which measures how much each feature and each price affects the choice.

• MaxDiff shows participants small sets of items and asks for the most and least important in each set, which ranks a long list by importance.

• Van Westendorp asks four questions about when a price feels too cheap, a bargain, getting expensive and too expensive, which gives you the price range your market accepts.

• Gabor Granger shows participants one price at a time and asks if they'd buy at that price, which finds the price that earns the most revenue.

OpinionX

💰 Price: OpinionX's Analyze plan costs $900 per year, with unlimited participants and unlimited researcher seats, and the Accelerate plan is quoted on a call.

🔍 Trial: OpinionX's free plan includes conjoint, MaxDiff, Van Westendorp, Gabor Granger and every analysis feature, capped at 25 participants per survey, with no credit card required.

☑️ Conclusion: OpinionX is the better fit for product managers and UX researchers who need advanced methods and segmented results without a sales call or a per-user fee.

QuestionPro

💰 Price: QuestionPro's Advanced plan costs $99 per user per month and Team Edition costs $83 per user per month for 5 or more users, both billed annually, while Research Suite is quoted on request for 10 or more users (QuestionPro pricing page, 30 October 2026).

🔍 Trial: QuestionPro's free Essentials plan allows 1 user and 200 responses per survey, and doesn't include conjoint, MaxDiff, Van Westendorp or Gabor Granger.

☑️ Conclusion: QuestionPro is the better fit for enterprise research teams that run customer experience, employee and market research in one platform and can buy a Research Suite contract for 10 or more users.

Who is OpinionX for?

OpinionX is an advanced market research survey platform for in-house product managers and UX researchers who need to decide what to build, who to build it for and what to charge. It fits best with Series A to C product teams that run research every quarter, and with research and pricing agencies running studies for their clients.

OpinionX's conjoint analysis uses hierarchical Bayes, a statistical model that works out each participant's own preferences while borrowing information from the whole group, so individual results stay stable even when each person answers only a handful of questions. The conjoint results include a market simulator that forecasts share and revenue for product versions you build, and a marginal willingness to pay report that shows how much more customers would pay for a change to one feature.

Segmentation analysis on OpinionX lets you filter any method's results to one customer segment (a group defined by company size, job role, pricing plan and so on) in one click. You can compare two segments side by side, see up to 30 segments in one crosstab heatmap, or group participants by how they answered with K-means or AI persona clustering. Every method and every analysis feature is available on the free plan.

Want to see the conjoint simulator and a 30-segment crosstab on a finished study? A demo walks through a live results dashboard, filters and all.

Who is QuestionPro for?

QuestionPro is a broad research platform that covers market research, customer experience and employee experience, sold as separate products, and its strongest fit is enterprise research teams that want surveys, communities, video feedback and research services from one vendor under one contract.

The panel is QuestionPro's first strength. Its pricing page lists more than 22 million people as part of the Research Suite plan, so a team can design a study and buy participants in the same place. OpinionX lets you buy participants through panel providers on every plan, or bring your own, and our guide to finding free survey participants covers three ways to recruit without a paid panel.

Method breadth is the second. QuestionPro offers TURF, an analysis that finds the combination of items that reaches the most people, and anchored MaxDiff, which adds a question telling you whether each item is important at all, not only how it ranks against the others. Its help centre still labels anchored MaxDiff as a beta release. OpinionX doesn't offer either method, and our guide to best-worst scaling explains how standard MaxDiff ranks a list.

Security and AI paperwork is the third. QuestionPro states it holds ISO 27001:2022 certification for information security and ISO/IEC 42001:2023 for managing AI systems, lists HIPAA and GDPR compliance on its security page, and includes single sign-on (which lets your company's own login system control access) only on Research Suite. It also lists AI features including a survey-building agent, synthetic data, text analysis, video analysis and data quality checks. OpinionX publishes its security documentation and includes SAML single sign-on and two-factor authentication on the Accelerate plan, but doesn't hold an ISO certificate yet.

The trade-off is access: every advanced method on this page sits behind Research Suite, which has no published price and starts at 10 users. A product team that wants to test one conjoint design before committing starts with a sales conversation on QuestionPro, and with a free account on OpinionX.

Which plan includes conjoint and MaxDiff on each tool?

OpinionX includes conjoint, MaxDiff, Van Westendorp and Gabor Granger on every plan, free plan included. QuestionPro's help article for each of those methods names only its top research tier as the licence that unlocks it, and its pricing page calls that tier Research Suite and lists it as "Contact sales for pricing" with a 10-user minimum.

Access changes how a product team works, not only what it spends. On OpinionX, you can build a conjoint survey today, send it to 25 colleagues or customers and read the full results before deciding to pay, while on QuestionPro the same test needs a demo, a quote and a contract for at least 10 users before the conjoint question type even appears in the survey builder.

How do the conjoint tools compare?

QuestionPro and OpinionX both offer choice-based conjoint, the most common type of conjoint analysis, where participants pick their favourite from a few product versions in each question. Our guide to discrete choice modelling explains how choice-based conjoint compares with other formats.

QuestionPro's conjoint help article lists a setup wizard, automatic utility scores (the number showing how much each option adds to a product's appeal), relative importance for each category and a filter to rerun relative importance for a group of participants. Its documentation also sets three limits to know before you build:

1. You can't add or remove categories and options once the conjoint question is set up, so a mistake found after launch means rebuilding the question.

2. Participants can't use the back button inside a conjoint question.

3. QuestionPro's standard 24/7 support covers online surveys, not conjoint analysis, and its conjoint staff are available 9 a.m. to 5 p.m. Pacific time.

QuestionPro's conjoint documentation doesn't name the statistical model behind its utility scores. OpinionX uses hierarchical Bayes, the model most academic and commercial conjoint work relies on, and shows the results as a preference chart, ranked product versions, the simulator, marginal willingness to pay and segment crosstabs. OpinionX also lets you add a "None of the above" option to measure how often people reject every product version, and block combinations that can't exist together, such as a free plan with priority support. Our guide on how conjoint analysis results are calculated walks through the calculation step by step.

Planning your first conjoint survey and unsure how many attributes and levels to include? Book a free 30-minute setup call and a research expert will check them, along with your sample size, before you launch.

How do the pricing research tools compare?

QuestionPro and OpinionX both offer Van Westendorp and Gabor Granger, though QuestionPro only includes them on Research Suite. Its Gabor Granger question type shows prices either in sequence or at random after a starting price, and reports willingness to pay, a revenue curve and price elasticity, meaning how much demand drops when the price goes up.

OpinionX's Van Westendorp question type includes the Newton-Miller-Smith extension, two extra questions that turn the acceptable price range into purchase likelihood and a revenue-maximising price, which QuestionPro's Van Westendorp help article doesn't mention. OpinionX's Gabor Granger question type launched in July 2026 with automated analysis on every plan.

OpinionX also lets you put Van Westendorp, Gabor Granger, conjoint and MaxDiff questions in one survey, so the same participants answer every method and all their answers sit on one participant record. A pricing study might rank 15 features with MaxDiff, ask the Van Westendorp questions to find the acceptable price range, then show Gabor Granger prices inside that range. Our guide to running Van Westendorp and Gabor Granger in one survey walks through that setup step by step.

QuestionPro's free plan doesn't include any of these four methods, so there's no way to check how they work together in one QuestionPro survey before signing a Research Suite contract, while on OpinionX you can build the full multi-method survey on the free plan and test it with 25 participants first.

How do segmentation and customer data compare?

QuestionPro and OpinionX both let you filter results to one group of participants, and QuestionPro's conjoint documentation describes filtering the data and rerunning relative importance for that group.

OpinionX applies segmentation to every method in the survey at once. Segments can come from survey answers or from customer data you already hold, passed in through hidden fields in the survey link or imported as a file. Importing pricing plan, region or company size keeps surveys shorter, because every classification question you don't ask is one less reason for a participant to quit before the conjoint questions. The needs-based segmentation approach uses exactly this to compare what each customer group cares about.

How do seats and team pricing compare?

QuestionPro charges per user and OpinionX doesn't. QuestionPro's Advanced plan costs $99 per user per month, which is $1,188 per user per year, and Team Edition costs $83 per user per month with a 5-user minimum, which is at least $4,980 per year. Neither of those plans lists conjoint, MaxDiff, Van Westendorp or Gabor Granger.

OpinionX includes unlimited researcher seats on every plan, free plan included. A team of 5 product managers on OpinionX Analyze pays $900 per year in total, which is $180 per person, and adding a sixth or a sixtieth researcher doesn't change the price.

What do the free plans include? 🆓

QuestionPro Essentials: free, 1 user, no advanced methods

• 1 user

• 200 responses per survey

• Standard question types and analysis

• No conjoint, MaxDiff, Van Westendorp or Gabor Granger

OpinionX Free: every method, 25 participants per survey

• Conjoint, MaxDiff, Van Westendorp, Gabor Granger and every analysis feature, including segmentation and clustering

• Unlimited surveys and unlimited researcher seats

• Exports to Excel, CSV and live Google Sheets

• A shareable results link that viewers open without logging in

• A free setup call to check your study design before launch

QuestionPro's free plan allows more responses for standard surveys (200 against 25), but only OpinionX's free plan includes advanced methods.

What do the paid plans cost? 💲

QuestionPro: per user, advanced methods by quote

• Advanced: $99 per user per month, billed annually, 1 user, 25,000 responses per year, 10-day free trial.

• Team Edition: $83 per user per month, billed annually, 5 or more users, 100,000 responses per year.

• Research Suite: price not published, 10 or more users, custom response limits. QuestionPro lists "Conjoint, MaxDiff and A/B testing" and its 22+ million-person panel on this plan.

OpinionX: flat price, unlimited seats

• Analyze: $900 per year. Every method, unlimited participants, unlimited researcher seats, data enrichment, custom exports, removal of OpinionX branding, custom survey links and 90 minutes of prepaid research consulting. Billing is annual, and cancelling stops the plan renewing at the end of the year, with no refund for unused time.

• Accelerate: quoted on a call. Adds SAML single sign-on, two-factor authentication, private team folders, white-labelling and external collaborators, plus priority Slack Connect support, a dedicated account manager, 6 hours of consulting and a custom contract.

How big is the price difference?

Advanced, QuestionPro's cheapest plan with a published price, is $1,188 per user per year. That's $288 more for one person than OpinionX Analyze charges a whole team, and it doesn't include conjoint or MaxDiff. Team Edition's minimum of $4,980 per year is 5.5 times the price of Analyze, without those methods either. QuestionPro's plan with conjoint and MaxDiff has no published price, so we can't calculate that gap, but it starts at 10 users.

If you only need one study, you can subscribe to OpinionX Analyze, run the study and cancel, and the account moves to the free plan when the year ends.

QuestionPro vs OpinionX: feature comparison table

What are OpinionX's limitations compared to QuestionPro?

OpinionX is the wrong choice for some teams, and QuestionPro is the better pick in four situations:

• You need customer experience, employee experience and market research from one vendor. QuestionPro sells all three, and OpinionX focuses on advanced market research surveys.

• You need TURF or anchored MaxDiff. QuestionPro offers both, and OpinionX offers neither.

• You want a large panel inside the same contract. QuestionPro lists 22+ million people on its Research Suite plan, while OpinionX sources participants through panel providers.

• Your procurement team needs ISO certificates or AI features on the checklist. QuestionPro states ISO 27001:2022 and ISO/IEC 42001:2023 certification and a long list of AI features, and OpinionX doesn't hold an ISO certificate yet.

When is OpinionX a better choice than QuestionPro?

Pick OpinionX if:

• You're on a product or UX research team deciding what to build, who to build it for and what to charge.

• You need conjoint, MaxDiff, Van Westendorp and Gabor Granger without a sales call, a quote or a 10-user minimum.

• Every researcher on the team needs a seat, and you'd rather not pay per user.

• You want to split every method's results by customer data you already hold, and read them in a crosstab of up to 30 segments.

Frequently asked questions

Is OpinionX cheaper than QuestionPro for conjoint analysis? OpinionX includes conjoint analysis on its free plan and on Analyze at $900 per year with unlimited seats. QuestionPro includes conjoint only on Research Suite, which has no published price and starts at 10 users, and its cheapest published plan costs $1,188 per user per year without conjoint.

Can you run conjoint and MaxDiff on a free plan with QuestionPro or OpinionX? OpinionX's free plan includes conjoint, MaxDiff, Van Westendorp and Gabor Granger, with full analysis, for up to 25 participants per survey. QuestionPro's free Essentials plan allows 200 responses per survey but doesn't include any of those methods, which need QuestionPro's Research Suite plan.

Does QuestionPro or OpinionX charge per user? QuestionPro charges per user: $99 per user per month on Advanced and $83 per user per month on Team Edition, with a 5-user minimum. OpinionX includes unlimited researcher seats on every plan, so a 5-person team on OpinionX Analyze pays $900 per year in total.

Is OpinionX or QuestionPro better for product teams? OpinionX is the better fit for product and UX research teams deciding what to build, who to build it for and what to charge. It includes every advanced method from the free plan up, costs $900 per year for unlimited seats and segments every method by imported customer data.

Comparing more than two tools? Our review of conjoint analysis software compares 10 platforms on price, and our Conjointly comparison covers the platform consumer brand teams often shortlist next to QuestionPro. For MaxDiff on its own, there's our review of MaxDiff analysis tools, which covers 9 survey platforms. If pricing research is the main job, our reviews of Van Westendorp survey tools and Gabor Granger tools look at 6 platforms each.