How an Online Survey Company Joined the $1 Billion Club

Qualtrics co-founder and CEO Ryan Smith Photograph by Niall Carson/Press Association via AP Photo

The business of making software for online surveys is pretty easy to understand: You find people who want to conduct surveys and sell them access to software that creates forms they can circulate. “That’s all a survey is—it’s a form with an analytics component,” says Ryan Smith, the co-founder and chief executive of Qualtrics, one of the bigger names in the online survey industry. “We have the best form.”

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