Sameness Index · 4 sites compared

Your page scores 52 out of 100 for sameness against the 3 competitors you named.

https://www.surveymonkey.com/

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01

Your verdict

52
Sameness · vs 3 named
How is this calculated?

Your page is half shared.

About half of what your page says, Wynter also says. You're less same than 3 of the 8 Survey sites scored (category avg 48).

Benchmarked against Survey (matched from our curated set).
Sameness Index on a 0 to 100 scale, from distinctive at 0 to interchangeable at 100. This page scores 52. Wynter scores 54. Qualtrics scores 51. Typeform scores 66. The category avg is 48.

Each named site is scored the same way, against the other 3 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.

  1. More same than average

    The average Survey category leader scores 48; you scored 52.

    You are 4 points more same than the average Survey category leader.

  2. Closest overlap: Wynter

    Of the 3 sites you named, Wynter echoes the most of what your page says. Scored the same way against the rest of the set, Wynter sits at 54.

    Wynter is the competitor you sound most like.

  3. Room to own more

    7% of your claim space is ownable: unique, relevant, and hard to copy. 3 of those claims sit in body copy, where few readers reach them.

    7% is ownable, and 3 buried opportunities could help you stand out more.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with Wynter, Qualtrics and Typeform: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.

  1. “Our AI-powered guidance and ready-made templates make it easy to build surveys and forms that deliver connected insights.”

    Wynter, Qualtrics and Typeform all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.

    Table stakes
    Most of the set says this too.
  2. “SurveyMonkey helps teams launch products and campaigns with confidence”

    Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.

    Surface
    Yours alone. Test it higher up.
  3. “How SurveyMonkey is building AI you can trust”

    A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.

    Surface
    Yours alone. Test it higher up.

Try these changes, then test them with real buyers.

This measures overlap. Whether buyers notice is a different question, and only they can answer it.

Test it with real buyers
02

What you can own

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

7% of your page’s claim space is yours to keep.

7%Yours to keep37%Unique but weak56%A competitor says it too
Why this is not 100 minus the Sameness Index

The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.

Already leading with · 1

  1. Most popular survey platform in the world

    “The world's most popular survey platform”

Buried in body copy · 3

  1. Launch products and campaigns with confidence

    “SurveyMonkey helps teams launch products and campaigns with confidence”

  2. Trustworthy AI combined with human expertise

    “How SurveyMonkey is building AI you can trust”

  3. Turns customers into loyal advocates

    “Learn what makes customers happy and turn them into advocates.”

03

Where you blend in

Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.

  • Commodity · 100%Table stakesHero
    AI automates survey building and research
    • “Our AI-powered guidance and ready-made templates make it easy to build surveys and forms that deliver connected insights.”

    Wynter, Qualtrics and Typeform all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

    They say
    • Wynter“Conduct ideal customer profile (ICP) research in only a few clicks”
    • Qualtrics“Route complex cases to the right teams”
    • Typeform“Typeform AI builds best-in-class forms”
  • Commodity · 100%Table stakesHero
    large user or response base as proof
    • “The world's most popular survey platform”
    • “global users”
    • “used by 260K+ organizations worldwide”
    • “questions answered”
    • “For more than 25 years, SurveyMonkey has helped organizations collect feedback, understand it, and act on it with confidence.”

    You say this 5 different ways.

    Common ground with Wynter, Qualtrics and Typeform. Say it if buyers need it — lower on the page, where it is not the thing they read first.

    They say
    • Wynter“B2B marketing leaders at 1,872 B2B companies use Wynter”
    • Qualtrics“XM Data & AI brings together 25 years of experience data, deep human context, and agentic intelligence”
    • Typeform“Join 150,000+ businesses driving revenue with Typeform”
  • Commodity · 100%Table stakesSection
    enables better, more confident decisions
    • “Powering smarter decisions across your business”

    Wynter, Qualtrics and Typeform make the same claim. It cannot set you apart, so it should not carry the section. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Wynter“the data you get is actually representative of the people you're trying to reach”
    • Qualtrics“Turn insight into trusted outcomes.”
    • Typeform“Make confident business decisions fast with AI-moderated studies and automated reports”
  • Commodity · 100%Table stakesSection
    named customers with quantified results
    • “Greyhound increased NPS by 15 points within months”
    • “Noom turned market research into a winning product”
    • “SurveyMonkey showed us how valuable customer perception is, and pinpointed areas where we can improve our bottom line and profitability.”

    You say this 3 different ways.

    A buyer comparing tabs sees this on Wynter, Qualtrics and Typeform. Yours earns nothing by repeating it up top; it can live lower down.

    They say
    • Wynter“Paddle validated their new strategic direction using Wynter”
    • Qualtrics“Shake Shack saw 30% increase in likelihood to recommend”
    • Typeform“Industry-leading match rates of up to 92% for B2B companies and 71% for B2C companies”
  • Contested · 33%SharpenHero
    improves customer experience and loyalty
    • “Understand the changing needs of your employees, customers, attendees, and buyers with continuous feedback.”

    Qualtrics is on this territory too (33% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • Qualtrics“understand what matters to people and why”
  • Contested · 33%SharpenHero
    third-party recognition and review volume
    • “5-star reviews”

    Shared with Qualtrics. Sharpen it to the thing only you do here, or it reads as a claim any of you could make. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Qualtrics“The next generation of Experience Management, the XM Data & AI Platform”
  • Contested · 33%SharpenSection
    improves employee engagement and experience
    • “Build a high performing team”

    Contested ground: Qualtrics claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.

    They say
    • Qualtrics“Utilize employee insights and action plans that retain talent and boost business outcomes”
04

Claim-by-claim evidence

Every claim on your page (24)
What the columns mean
Claim
The grouped claim, then your exact line beneath it.
Type
What kind of claim it is: category, segment, outcome, capability, quality or proof.
Placement
Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
Same claim
Share of the competitors making this exact claim. Drives ownership and ownable share.
Same territory
Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
Sayability
Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
Relevant
Whether buyers decide on this. A unique claim nobody buys on is not ownable.
Ownership
Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.

Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.

  • AI guidance and templates make survey building easy
    “Our AI-powered guidance and ready-made templates make it easy to build surveys and forms that deliver connected insights.”
    capabilityHerosame claim 67%same territory 100%Anyone could say it
    Commodity
    Also on Wynter, Typeform
  • Large named customer/user base
    “used by 260K+ organizations worldwide”
    proofHerosame claim 67%same territory 100%Copyable with effort
    Commodity
    Also on Wynter, Typeform
  • Continuous feedback reveals changing stakeholder needs
    “Understand the changing needs of your employees, customers, attendees, and buyers with continuous feedback.”
    outcomeHerosame claim 33%same territory 33%Anyone could say it
    Contested
    Also on Qualtrics
  • Human perspectives remain central to insightgrouping uncertain
    “Humans still matter. Listen to them.”
    qualityHerosame claim 33%same territory 33%Copyable with effortnot a buying criterion
    Contested
    Also on Wynter
  • Large volume of responses collected
    “questions answered”
    proofHerosame claim 33%same territory 100%Copyable with effortnot a buying criterion
    Contested
    Also on Typeform
  • 25 years of experience data and know-how
    “For more than 25 years, SurveyMonkey has helped organizations collect feedback, understand it, and act on it with confidence.”
    proofSectionsame claim 33%same territory 100%Hard to copy
    Contested
    Also on Qualtrics
  • Employee feedback builds high-performing engaged teams
    “Build a high performing team”
    outcomeSectionsame claim 33%same territory 33%Anyone could say it
    Contested
    Also on Qualtrics
  • Named customer improved NPS/recommendation score
    “Greyhound increased NPS by 15 points within months”
    proofSectionsame claim 33%same territory 100%Copyable with effort
    Contested
    Also on Qualtrics
  • Named customer won with market research
    “Noom turned market research into a winning product”
    proofSectionsame claim 33%same territory 100%Copyable with effort
    Contested
    Also on Wynter
  • Original research powers standout content/thought leadership
    “Create stand-out content with original research.”
    outcomeBodysame claim 33%same territory 67%Anyone could say itnot a buying criterion
    Contested
    Also on Wynter
  • High volume of 5-star reviews
    “5-star reviews”
    proofHerosame claim 0%same territory 33%Anyone could say itnot a buying criterion
    Unique for now
  • Large global user count
    “global users”
    proofHerosame claim 0%same territory 100%Copyable with effortnot a buying criterion
    Unique and owned
  • Most popular survey platform in the world
    “The world's most popular survey platform”
    proofHerosame claim 0%same territory 100%Hard to copy
    Unique and owned
  • Customer testimonial on revealing profit-improvement areas
    “SurveyMonkey showed us how valuable customer perception is, and pinpointed areas where we can improve our bottom line and profitability.”
    proofSectionsame claim 0%same territory 100%Anyone could say itnot a buying criterion
    Unique for now
  • Enables smarter decisions across the business
    “Powering smarter decisions across your business”
    outcomeSectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Collects testimonials and case studies at scale
    “Gather testimonials, stats, and case studies at scale.”
    capabilityBodysame claim 0%same territory 67%Anyone could say itnot a buying criterion
    Unique for now
  • Consumer panel members shape products by taking surveys
    “Help shape products and services by taking surveys with SurveyMonkey Rewards.”
    capabilityBodysame claim 0%same territory 67%Copyable with effortnot a buying criterion
    Unique and owned
  • Feedback shapes benefits programs employees want
    “Design benefits employees actually want”
    outcomeBodysame claim 0%same territory 33%Anyone could say itnot a buying criterion
    Unique for now
  • Launch products and campaigns with confidence
    “SurveyMonkey helps teams launch products and campaigns with confidence”
    outcomeBodysame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Measures inclusion and belonging
    “Foster a culture where everyone belongs”
    outcomeBodysame claim 0%same territory 33%Anyone could say itnot a buying criterion
    Unique for now
  • Media partnership research with CNBC
    “CNBC and SurveyMonkey explore the American Dream”
    proofBodysame claim 0%same territory 33%Copyable with effortnot a buying criterion
    Unique and owned
  • Supports onboarding and training effectiveness measurement
    “Create learning programs employees value”
    outcomeBodysame claim 0%same territory 33%Anyone could say itnot a buying criterion
    Unique for now
  • Trustworthy AI combined with human expertise
    “How SurveyMonkey is building AI you can trust”
    qualityBodysame claim 0%same territory 33%Anyone could say it
    Unique for now
  • Turns customers into loyal advocates
    “Learn what makes customers happy and turn them into advocates.”
    outcomeBodysame claim 0%same territory 33%Anyone could say it
    Unique for now
05

How this was calculated

Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.

AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.

How the score is built
The six category scores, their weights, and what a high score in each one means
CategoryWeightYoursWhat a high score means
Messaging
Category framing, who it is for, and the outcome promised
30%51The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not.
Claims
Attribute and benefit claims — speed, ease, quality, ROI
30%33Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot.
Features
Capabilities and functions the page lists
15%90Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake.
Proof
The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges
10%56Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named.
Structure
Section order, navigation, CTA language and placement
10%47The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable.
Visual
Palette family, imagery style, layout patterns
5%54Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first.

Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.

What we compared (4 pages read)
Your page
SurveyMonkey
surveymonkey.com
Competitor
Wynter
wynter.com
Competitor
Qualtrics
qualtrics.com
Competitor
Typeform
typeform.com
What it cannot tell you

The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.

Your highest-impact changes

  1. 1
    Table stakesYour hero copy says “Our AI-powered guidance and ready-made templates make it easy to build surveys and forms that deliver connect…”.

    Wynter, Qualtrics and Typeform all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.

  2. 2
    Table stakesYour hero copy says “global users”.

    Keep the fact, lose the position: wynter, Qualtrics and Typeform all say it too, and your hero is spending its first impression on the same territory as theirs.

  3. 3
    Table stakesYour hero copy says “used by 260K+ organizations worldwide”.

    This is the set's common ground — Wynter, Qualtrics and Typeform all say it too. It will not set you apart wherever it sits, and in the hero it costs you the one place a distinctive claim would be read.

  4. 4
    Table stakesYour hero copy says “questions answered”.

    A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the hero should carry a claim they will only find here.

  5. 5
    Table stakesYour hero copy says “The world's most popular survey platform”.

    True of you and true of them: Wynter, Qualtrics and Typeform all say it too. That is why it decides nothing, and why the hero is the wrong place to spend it.

  6. 6
    Table stakesYour section copy says “For more than 25 years, SurveyMonkey has helped organizations collect feedback, understand it, and act on it…”.

    In the section: True of you and true of them: Wynter, Qualtrics and Typeform all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.

  7. 7
    Table stakesYour section copy says “Greyhound increased NPS by 15 points within months”.

    In the section: Keep the fact, lose the position: wynter, Qualtrics and Typeform all say it too, and your section is spending its first impression on the same territory as theirs.

  8. 8
    Table stakesYour section copy says “Noom turned market research into a winning product”.

    In the section: This is the set's common ground — Wynter, Qualtrics and Typeform all say it too. It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.

  9. 9
    Surface“SurveyMonkey helps teams launch products and campaigns with confidence” is yours alone, and buyers weigh it.

    Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.

  10. 10
    Surface“How SurveyMonkey is building AI you can trust” is yours alone, and buyers weigh it.

    A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.

  11. 11
    Surface“Learn what makes customers happy and turn them into advocates.” is yours alone, and buyers weigh it.

    No competitor page makes this claim. Today it is in body copy; it is a candidate for the space the table-stakes lines are taking.

The only way to know if it matters.

This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.

Test it with real buyers
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