# NVivo, Data Studio, Whatagraph vs Looker Comparison | | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Star Rating** | 4.0 out of 5 | 4.4 out of 5 | 4.5 out of 5 | 4.4 out of 5 | | **Total Reviews** | 138 | 476 | 280 | 1,651 | | **Largest Market Segment** | Small-Business (48.1% of reviews) | Small-Business (46.4% of reviews) | Small-Business (77.9% of reviews) | Mid-Market (60.5% of reviews) | | **Entry Level Price** | No pricing available | No pricing available | Free Trial | No pricing available | --- ## Top Pros & Cons ### NVivo Pros: - Ease of Use (2 reviews) - Efficiency Improvement (2 reviews) Cons: - Not User-Friendly (3 reviews) - Poor Customer Support (3 reviews) ### Data Studio Pros: - Ease of Use (20 reviews) - Visualization (11 reviews) Cons: - Limited Customization (8 reviews) - Slow Performance (8 reviews) ### Whatagraph Pros: - Customer Support (8 reviews) - Automation (4 reviews) Cons: - Expensive (3 reviews) - Slow Loading (2 reviews) ### Looker Pros: - Ease of Use (126 reviews) - Insights (75 reviews) Cons: - Learning Curve (58 reviews) - Learning Difficulty (42 reviews) --- ## Ratings Comparison | Rating | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Meets Requirements** | 8.5 (99 reviews) | 8.5 (370 reviews) | 8.7 (189 reviews) | 8.7 (1134 reviews) | | **Ease of Use** | 7.6 (102 reviews) | 8.2 (377 reviews) | 8.9 (191 reviews) | 8.3 (1140 reviews) | | **Ease of Setup** | 7.2 (25 reviews) | 8.4 (204 reviews) | 8.3 (116 reviews) | 8.3 (616 reviews) | | **Ease of Admin** | 7.9 (19 reviews) | 8.2 (154 reviews) | 8.7 (109 reviews) | 8.3 (431 reviews) | | **Quality of Support** | 7.7 (76 reviews) | 7.3 (290 reviews) | 8.9 (186 reviews) | 8.6 (969 reviews) | | **Has the product been a good partner in doing business?** | 7.5 (12 reviews) | 8.3 (135 reviews) | 8.7 (108 reviews) | 8.9 (410 reviews) | | **Product Direction (% positive)** | 7.2 (99 reviews) | 8.6 (349 reviews) | 9.0 (162 reviews) | 8.7 (1061 reviews) | --- ## Pricing ### NVivo #### Entry-Level Pricing No pricing available #### Free Trial Yes ### Data Studio #### Entry-Level Pricing No pricing available #### Free Trial No information available ### Whatagraph #### Entry-Level Pricing Plan: Max Price: Free Trial Description: For growing teams working with advanced data sources Key Features: - 50+ source credits - Advanced integrations - Data groups & blends [Browse all 2 editions](https://www.g2.com/products/whatagraph/pricing) #### Free Trial Yes ### Looker #### Entry-Level Pricing No pricing available #### Free Trial Yes --- ## Features Comparison By Category ### Business Intelligence | Product | Score | Reviews | |---|---|---| | **NVivo** | 7.0/10 | 31 | | **Data Studio** | 8.6/10 | 328 | | **Whatagraph** | 8.8/10 | 107 | | **Looker** | 8.3/10 | 789 | #### Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Reports Interface** | 7.0 (22 reviews) ✓ Verified | 8.8 (297 reviews) | 9.0 (95 reviews) | 8.6 (684 reviews) ✓ Verified | | **Steps to Answer** | 6.7 (21 reviews) ✓ Verified | 7.9 (250 reviews) | 8.2 (30 reviews) | 8.2 (621 reviews) ✓ Verified | | **Graphs and Charts** | 7.3 (23 reviews) ✓ Verified | 8.8 (299 reviews) | 9.0 (96 reviews) | 8.2 (678 reviews) ✓ Verified | | **Score Cards** | 6.7 (17 reviews) ✓ Verified | 8.5 (242 reviews) | Feature Not Available | 8.3 (530 reviews) ✓ Verified | | **Dashboards** | 7.6 (19 reviews) ✓ Verified | 8.9 (298 reviews) | 8.8 (93 reviews) | 8.7 (682 reviews) ✓ Verified | #### Self Service | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Calculated Fields** | Not enough data | Not enough data | Not enough data | 8.4 (628 reviews) ✓ Verified | | **Data Column Filtering** | Not enough data | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | | **Data Discovery** | Not enough data | Not enough data | Not enough data | 8.4 (619 reviews) ✓ Verified | | **Search** | Not enough data | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | | **Collaboration / Workflow** | Not enough data | Not enough data | Not enough data | 8.4 (597 reviews) ✓ Verified | | **Automodeling** | Not enough data | Not enough data | Not enough data | 7.7 (503 reviews) ✓ Verified | #### Advanced Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Predictive Analytics** | Not enough data | Not enough data | Not enough data | 7.6 (430 reviews) ✓ Verified | | **Data Visualization** | Not enough data | Not enough data | Not enough data | 8.4 (649 reviews) ✓ Verified | | **Big Data Services** | Not enough data | Not enough data | Not enough data | 8.0 (521 reviews) ✓ Verified | #### Building Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Transformation** | Not enough data | Not enough data | Not enough data | 8.3 (387 reviews) ✓ Verified | | **Data Modeling** | Not enough data | Not enough data | Not enough data | 8.3 (408 reviews) ✓ Verified | | **WYSIWYG Report Design** | Not enough data | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | | **Integration APIs** | Not enough data | Not enough data | Not enough data | 8.1 (332 reviews) ✓ Verified | #### Platform | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Mobile User Support** | Not enough data | Not enough data | Not enough data | Not enough data | | **Customization ** | Not enough data | Not enough data | Not enough data | Not enough data | | **User, Role, and Access Management** | Not enough data | Not enough data | Not enough data | Not enough data | | **Internationalization** | Not enough data | Not enough data | Not enough data | Not enough data | | **Sandbox / Test Environments** | Not enough data | Not enough data | Not enough data | Not enough data | | **Performance and Reliability** | Not enough data | Not enough data | Not enough data | Not enough data | | **Breadth of Partner Applications** | Not enough data | Not enough data | Not enough data | Not enough data | ### Data Visualization | Product | Score | Reviews | |---|---|---| | **NVivo** | 7.0/10 | 32 | | **Data Studio** | 8.3/10 | 328 | | **Whatagraph** | 8.7/10 | 110 | | **Looker** | 8.2/10 | 755 | #### Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Reports Interface** | 7.0 (22 reviews) ✓ Verified | 8.8 (297 reviews) | 9.0 (95 reviews) | 8.6 (684 reviews) ✓ Verified | | **Steps to Answer** | 6.7 (21 reviews) ✓ Verified | 7.9 (250 reviews) | 8.2 (30 reviews) | 8.2 (621 reviews) ✓ Verified | | **Graphs and Charts** | 7.3 (23 reviews) ✓ Verified | 8.8 (299 reviews) | 9.0 (96 reviews) | 8.2 (678 reviews) ✓ Verified | | **Score Cards** | 6.7 (17 reviews) ✓ Verified | 8.5 (242 reviews) | Feature Not Available | 8.3 (530 reviews) ✓ Verified | | **Dashboards** | 7.6 (19 reviews) ✓ Verified | 8.9 (298 reviews) | 8.8 (93 reviews) | 8.7 (682 reviews) ✓ Verified | #### Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Reports Interface** | Not enough data | 8.9 (115 reviews) | 8.9 (38 reviews) | 8.5 (113 reviews) | | **Share Reports** | Not enough data | 9.1 (107 reviews) | 9.0 (33 reviews) | 8.5 (110 reviews) | | **Steps to Answer** | Not enough data | 8.1 (95 reviews) | 8.7 (31 reviews) | 8.0 (103 reviews) | #### Generative AI | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **AI Text Generation** | Not enough data | 5.5 (36 reviews) | 8.3 (11 reviews) | 7.0 (100 reviews) | | **AI Text Summarization** | Not enough data | 5.6 (37 reviews) | 8.5 (11 reviews) | 7.1 (100 reviews) | #### Visualization | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Graphs and Charts** | Not enough data | 9.0 (115 reviews) | 8.8 (37 reviews) | 8.5 (117 reviews) | | **Score Cards** | Not enough data | 8.7 (101 reviews) | Feature Not Available | 8.5 (113 reviews) | | **Dashboards** | Not enough data | 9.1 (119 reviews) | 8.6 (35 reviews) | 8.7 (118 reviews) | | **Formats** | Not enough data | 8.5 (103 reviews) | 8.9 (30 reviews) | 8.3 (110 reviews) | #### Data Updates | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Historical Snapshots** | Not enough data | 8.3 (97 reviews) | 8.3 (30 reviews) | 8.1 (107 reviews) | | **Real-Time Updating** | Not enough data | 8.7 (109 reviews) | 8.4 (31 reviews) | 8.3 (108 reviews) | #### Collaboration | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Sharing** | Not enough data | 8.9 (116 reviews) | 9.0 (32 reviews) | 8.4 (109 reviews) | | **Co-Editing** | Not enough data | 8.6 (102 reviews) | 8.3 (29 reviews) | 8.0 (106 reviews) | | **Devices** | Not enough data | 8.0 (93 reviews) | Feature Not Available | 8.0 (103 reviews) | #### Data Updates | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Historical Snapshots** | Not enough data | 8.2 (208 reviews) | 8.6 (71 reviews) | 7.8 (137 reviews) | | **Real-Time Updating** | Not enough data | 8.3 (254 reviews) | 8.8 (82 reviews) | 8.0 (144 reviews) | | **Email Reports** | Not enough data | 8.2 (213 reviews) | 8.6 (82 reviews) | 8.5 (146 reviews) | ### Analytics Platforms | Product | Score | Reviews | |---|---|---| | **NVivo** | N/A | N/A | | **Data Studio** | N/A | N/A | | **Whatagraph** | N/A | N/A | | **Looker** | 7.9/10 | 811 | #### Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Reports Interface** | 7.0 (22 reviews) ✓ Verified | 8.8 (297 reviews) | 9.0 (95 reviews) | 8.6 (684 reviews) ✓ Verified | | **Steps to Answer** | 6.7 (21 reviews) ✓ Verified | 7.9 (250 reviews) | 8.2 (30 reviews) | 8.2 (621 reviews) ✓ Verified | | **Graphs and Charts** | 7.3 (23 reviews) ✓ Verified | 8.8 (299 reviews) | 9.0 (96 reviews) | 8.2 (678 reviews) ✓ Verified | | **Score Cards** | 6.7 (17 reviews) ✓ Verified | 8.5 (242 reviews) | Feature Not Available | 8.3 (530 reviews) ✓ Verified | | **Dashboards** | 7.6 (19 reviews) ✓ Verified | 8.9 (298 reviews) | 8.8 (93 reviews) | 8.7 (682 reviews) ✓ Verified | #### Data Preparation | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Connectors** | Not enough data | Not enough data | Not enough data | 8.3 (295 reviews) ✓ Verified | | **Data Governance** | Not enough data | Not enough data | Not enough data | 8.3 (265 reviews) ✓ Verified | #### Data Modeling and Blending | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Querying** | Not enough data | Not enough data | Not enough data | 8.5 (313 reviews) ✓ Verified | | **Data Filtering** | Not enough data | Not enough data | Not enough data | 8.7 (335 reviews) ✓ Verified | | **Data Blending** | Not enough data | Not enough data | Not enough data | 8.4 (311 reviews) ✓ Verified | #### Generative AI | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **AI Text Generation** | Not enough data | Not enough data | Not enough data | 7.1 (88 reviews) | | **AI Text Summarization** | Not enough data | Not enough data | Not enough data | 7.1 (86 reviews) | #### Agentic AI - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 7.3 (41 reviews) | | **Multi-step Planning** | Not enough data | Not enough data | Not enough data | 7.4 (39 reviews) | | **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 7.3 (40 reviews) | | **Adaptive Learning** | Not enough data | Not enough data | Not enough data | 7.3 (42 reviews) | | **Natural Language Interaction** | Not enough data | Not enough data | Not enough data | 7.4 (41 reviews) | | **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 7.4 (39 reviews) | | **Decision Making** | Not enough data | Not enough data | Not enough data | 7.8 (40 reviews) | #### Self Service | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Calculated Fields** | Not enough data | Not enough data | Not enough data | 8.4 (628 reviews) ✓ Verified | | **Data Column Filtering** | Not enough data | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | | **Data Discovery** | Not enough data | Not enough data | Not enough data | 8.4 (619 reviews) ✓ Verified | | **Search** | Not enough data | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | | **Collaboration / Workflow** | Not enough data | Not enough data | Not enough data | 8.4 (597 reviews) ✓ Verified | | **Automodeling** | Not enough data | Not enough data | Not enough data | 7.7 (503 reviews) ✓ Verified | #### Deployment & Integration - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **No-code Dashboard Builder** | Not enough data | Not enough data | Not enough data | 8.1 (40 reviews) | | **Report Scheduling and Automation** | Not enough data | Not enough data | Not enough data | 8.4 (46 reviews) | | **Embedded Analytics and White-labeling** | Not enough data | Not enough data | Not enough data | 7.7 (36 reviews) | | **Data Source Connectivity** | Not enough data | Not enough data | Not enough data | 8.4 (53 reviews) | #### Advanced Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Predictive Analytics** | Not enough data | Not enough data | Not enough data | 7.6 (430 reviews) ✓ Verified | | **Data Visualization** | Not enough data | Not enough data | Not enough data | 8.4 (649 reviews) ✓ Verified | | **Big Data Services** | Not enough data | Not enough data | Not enough data | 8.0 (521 reviews) ✓ Verified | #### Performance & Scalability - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Large data handling and Query Speed** | Not enough data | Not enough data | Not enough data | 7.2 (59 reviews) | | **Concurrent User Support** | Not enough data | Not enough data | Not enough data | 8.0 (37 reviews) | #### Advanced Analytics & Modeling - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Modeling and Governance** | Not enough data | Not enough data | Not enough data | 8.1 (47 reviews) | | **Notebook and Script Integration** | Not enough data | Not enough data | Not enough data | 7.2 (35 reviews) | | **Built-in Predictive and Statistical Models** | Not enough data | Not enough data | Not enough data | 7.4 (36 reviews) | #### Agentic AI Capabilities - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Auto-generated Insights and Narratives** | Not enough data | Not enough data | Not enough data | 7.3 (36 reviews) | | **Natural Language Queries** | Not enough data | Not enough data | Not enough data | 7.6 (37 reviews) | | **Proactive KPI Monitoring and Alerts** | Not enough data | Not enough data | Not enough data | 7.6 (35 reviews) | | **AI Agents for Analytical Follow-ups** | Not enough data | Not enough data | Not enough data | 7.4 (35 reviews) | #### Personalized Intelligence - Analytics Platforms | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Behavioral Learning for Contextual Query Refinement** | Not enough data | Not enough data | Not enough data | 7.6 (35 reviews) | | **Role-based Insight Personalization** | Not enough data | Not enough data | Not enough data | 7.4 (37 reviews) | | **Conversational and Prompt-based Analytics** | Not enough data | Not enough data | Not enough data | 7.6 (35 reviews) | #### Building Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Transformation** | Not enough data | Not enough data | Not enough data | 8.3 (387 reviews) ✓ Verified | | **Data Modeling** | Not enough data | Not enough data | Not enough data | 8.3 (408 reviews) ✓ Verified | | **WYSIWYG Report Design** | Not enough data | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | | **Integration APIs** | Not enough data | Not enough data | Not enough data | 8.1 (332 reviews) ✓ Verified | ### Embedded Business Intelligence | Product | Score | Reviews | |---|---|---| | **NVivo** | N/A | N/A | | **Data Studio** | N/A | N/A | | **Whatagraph** | N/A | N/A | | **Looker** | 8.4/10 | 781 | #### Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Reports Interface** | 7.0 (22 reviews) ✓ Verified | 8.8 (297 reviews) | 9.0 (95 reviews) | 8.6 (684 reviews) ✓ Verified | | **Steps to Answer** | 6.7 (21 reviews) ✓ Verified | 7.9 (250 reviews) | 8.2 (30 reviews) | 8.2 (621 reviews) ✓ Verified | | **Graphs and Charts** | 7.3 (23 reviews) ✓ Verified | 8.8 (299 reviews) | 9.0 (96 reviews) | 8.2 (678 reviews) ✓ Verified | | **Score Cards** | 6.7 (17 reviews) ✓ Verified | 8.5 (242 reviews) | Feature Not Available | 8.3 (530 reviews) ✓ Verified | | **Dashboards** | 7.6 (19 reviews) ✓ Verified | 8.9 (298 reviews) | 8.8 (93 reviews) | 8.7 (682 reviews) ✓ Verified | #### Self Service | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Calculated Fields** | Not enough data | Not enough data | Not enough data | 8.4 (628 reviews) ✓ Verified | | **Data Column Filtering** | Not enough data | Not enough data | Not enough data | 8.6 (649 reviews) ✓ Verified | | **Data Discovery** | Not enough data | Not enough data | Not enough data | 8.4 (619 reviews) ✓ Verified | | **Search** | Not enough data | Not enough data | Not enough data | 8.1 (618 reviews) ✓ Verified | | **Collaboration / Workflow** | Not enough data | Not enough data | Not enough data | 8.4 (597 reviews) ✓ Verified | | **Automodeling** | Not enough data | Not enough data | Not enough data | 7.7 (503 reviews) ✓ Verified | #### Building Reports | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Transformation** | Not enough data | Not enough data | Not enough data | 8.3 (387 reviews) ✓ Verified | | **Data Modeling** | Not enough data | Not enough data | Not enough data | 8.3 (408 reviews) ✓ Verified | | **WYSIWYG Report Design** | Not enough data | Not enough data | Not enough data | 8.0 (358 reviews) ✓ Verified | | **Integration APIs** | Not enough data | Not enough data | Not enough data | 8.1 (332 reviews) ✓ Verified | ### Digital Analytics | Product | Score | Reviews | |---|---|---| | **NVivo** | N/A | N/A | | **Data Studio** | N/A | N/A | | **Whatagraph** | N/A | N/A | | **Looker** | 8.4/10 | 325 | #### Metrics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Sessions - Digital Analytics** | Not enough data | Not enough data | Not enough data | 8.8 (238 reviews) | | **Engagement** | Not enough data | Not enough data | Not enough data | 8.7 (238 reviews) | | **Entry and Exit Pages** | Not enough data | Not enough data | Not enough data | 8.4 (224 reviews) | | **Standard Event Tracking** | Not enough data | Not enough data | Not enough data | 8.3 (226 reviews) | | **Custom Event Tracking** | Not enough data | Not enough data | Not enough data | 8.4 (215 reviews) | | **Retention** | Not enough data | Not enough data | Not enough data | 8.3 (224 reviews) | | **Return** | Not enough data | Not enough data | Not enough data | 8.4 (219 reviews) | | **Conversions** | Not enough data | Not enough data | Not enough data | 8.5 (230 reviews) | | **Funnels** | Not enough data | Not enough data | Not enough data | 8.3 (223 reviews) | #### Reporting | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Real-Time Reporting** | Not enough data | Not enough data | Not enough data | 8.4 (242 reviews) | | **Trending** | Not enough data | Not enough data | Not enough data | Feature Not Available | | **Retroactive Reporting** | Not enough data | Not enough data | Not enough data | 8.6 (242 reviews) | | **Segmentation** | Not enough data | Not enough data | Not enough data | 8.5 (245 reviews) | | **Mobile Reporting** | Not enough data | Not enough data | Not enough data | 8.1 (199 reviews) | | **Unification Across Devices** | Not enough data | Not enough data | Not enough data | 8.4 (205 reviews) | | **Custom Reports and Dashboards** | Not enough data | Not enough data | Not enough data | 9.0 (254 reviews) | #### Other | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **User Data** | Not enough data | Not enough data | Not enough data | 8.7 (226 reviews) | | **Site Search Reporting** | Not enough data | Not enough data | Not enough data | 8.6 (209 reviews) | | **Load Time Monitoring** | Not enough data | Not enough data | Not enough data | 8.4 (201 reviews) | | **Campaign Tracking** | Not enough data | Not enough data | Not enough data | 8.7 (215 reviews) | | **E-Commerce** | Not enough data | Not enough data | Not enough data | 8.7 (207 reviews) | | **Promotional Messages** | Not enough data | Not enough data | Not enough data | 8.2 (179 reviews) | | **Administration Alerts** | Not enough data | Not enough data | Not enough data | 8.3 (191 reviews) | #### Agentic AI - Digital Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 7.4 (15 reviews) | | **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 7.8 (15 reviews) | | **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 7.8 (16 reviews) | | **Decision Making** | Not enough data | Not enough data | Not enough data | 7.9 (16 reviews) | #### Administration | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **API / Integrations** | Not enough data | Not enough data | Not enough data | 8.4 (218 reviews) | | **QA Testing** | Not enough data | Not enough data | Not enough data | 8.3 (193 reviews) | | **Performance and Reliability** | Not enough data | Not enough data | Not enough data | 8.5 (245 reviews) | | **User, Role, and Access Management** | Not enough data | Not enough data | Not enough data | 8.6 (239 reviews) | ### Text Analysis | Product | Score | Reviews | |---|---|---| | **NVivo** | 4.5/10 | 6 | | **Data Studio** | N/A | N/A | | **Whatagraph** | N/A | N/A | | **Looker** | N/A | N/A | #### Setup | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Integration** | 4.3 (5 reviews) | Not enough data | Not enough data | Not enough data | | **Maintenance** | 2.5 (6 reviews) | Not enough data | Not enough data | Not enough data | | **No-Code** | 5.3 (5 reviews) | Not enough data | Not enough data | Not enough data | #### Data | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Security** | 6.0 (5 reviews) | Not enough data | Not enough data | Not enough data | | **Data Visualization** | 5.7 (5 reviews) | Not enough data | Not enough data | Not enough data | #### Analysis | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Automation** | 5.0 (5 reviews) | Not enough data | Not enough data | Not enough data | | **Named entity recognition** | 5.0 (5 reviews) | Not enough data | Not enough data | Not enough data | | **Keyphrase Extraction** | 2.3 (5 reviews) | Not enough data | Not enough data | Not enough data | | **Topic Analysis** | Not enough data | Not enough data | Not enough data | Not enough data | | **Sentiment Analysis** | Not enough data | Not enough data | Not enough data | Not enough data | | **Language Identification** | Not enough data | Not enough data | Not enough data | Not enough data | | **Syntax/Part of Speech Parsing** | Not enough data | Not enough data | Not enough data | Not enough data | #### Customization | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Pre-Built Parameterization** | Not enough data | Not enough data | Not enough data | Not enough data | | **Custom Extension** | Not enough data | Not enough data | Not enough data | Not enough data | | **Compositionality** | Not enough data | Not enough data | Not enough data | Not enough data | #### Generative AI | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **AI Text Generation** | Not enough data | Not enough data | Not enough data | Not enough data | | **AI Text Summarization** | Not enough data | Not enough data | Not enough data | Not enough data | ### Sales Analytics | Product | Score | Reviews | |---|---|---| | **NVivo** | N/A | N/A | | **Data Studio** | N/A | N/A | | **Whatagraph** | N/A | N/A | | **Looker** | 8.1/10 | 260 | #### Agentic AI - Sales Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 7.0 (11 reviews) | | **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 7.6 (11 reviews) | | **Adaptive Learning** | Not enough data | Not enough data | Not enough data | 6.7 (11 reviews) | | **Natural Language Interaction** | Not enough data | Not enough data | Not enough data | 7.4 (12 reviews) | | **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 7.3 (11 reviews) | #### Data Sourcing | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Data Sourcing** | Not enough data | Not enough data | Not enough data | 8.8 (203 reviews) | | **Exporting & Sharing Data** | Not enough data | Not enough data | Not enough data | 8.8 (221 reviews) | | **Multi-Device Data Visualization** | Not enough data | Not enough data | Not enough data | 8.6 (188 reviews) | | **Interactive Dashboards** | Not enough data | Not enough data | Not enough data | 8.8 (225 reviews) | | **Data Segmentation** | Not enough data | Not enough data | Not enough data | 8.7 (209 reviews) | #### Predictive Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Lead Scoring** | Not enough data | Not enough data | Not enough data | 8.3 (153 reviews) | | **Opportunity Scoring** | Not enough data | Not enough data | Not enough data | 8.2 (149 reviews) | | **Risk Analysis** | Not enough data | Not enough data | Not enough data | 8.2 (147 reviews) | | **Live Forecasting** | Not enough data | Not enough data | Not enough data | 8.0 (164 reviews) | #### Sales Management | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Live Pipeline Management** | Not enough data | Not enough data | Not enough data | 8.4 (161 reviews) | | **Sales Gamification** | Not enough data | Not enough data | Not enough data | 8.2 (140 reviews) | | **Account-Based Analytics** | Not enough data | Not enough data | Not enough data | 8.6 (170 reviews) | | **Activity Tracking** | Not enough data | Not enough data | Not enough data | 8.7 (168 reviews) | ### Marketing Analytics | Product | Score | Reviews | |---|---|---| | **NVivo** | N/A | N/A | | **Data Studio** | N/A | N/A | | **Whatagraph** | 9.0/10 | 99 | | **Looker** | 8.2/10 | 313 | #### Marketing Operations | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **ROI Tracking** | Not enough data | Not enough data | 8.9 (72 reviews) | 8.6 (221 reviews) ✓ Verified | | **Data Collection** | Not enough data | Not enough data | 9.2 (82 reviews) | 8.7 (242 reviews) ✓ Verified | | **Customer Insights** | Not enough data | Not enough data | Feature Not Available | 8.5 (229 reviews) ✓ Verified | | **Multi-User Access** | Not enough data | Not enough data | 8.9 (72 reviews) | 8.9 (244 reviews) ✓ Verified | | **Spend Management** | Not enough data | Not enough data | Feature Not Available | 8.4 (130 reviews) | | **White Label** | Not enough data | Not enough data | 8.5 (67 reviews) | Feature Not Available | #### Campaign Activity | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Campaign Insights** | Not enough data | Not enough data | 8.9 (80 reviews) | 8.6 (231 reviews) ✓ Verified | | **Reports and Dashboards** | Not enough data | Not enough data | 9.3 (86 reviews) | 8.8 (260 reviews) ✓ Verified | | **Campaign Stickiness** | Not enough data | Not enough data | Feature Not Available | 8.5 (212 reviews) ✓ Verified | | **Multichannel Tracking** | Not enough data | Not enough data | 9.0 (82 reviews) | 8.5 (213 reviews) ✓ Verified | | **Brand Optimization** | Not enough data | Not enough data | Feature Not Available | 8.4 (199 reviews) ✓ Verified | | **Predictive Analytics** | Not enough data | Not enough data | Feature Not Available | 7.9 (120 reviews) ✓ Verified | #### Agentic AI - Marketing Analytics | Feature | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Autonomous Task Execution** | Not enough data | Not enough data | Not enough data | 6.8 (14 reviews) | | **Cross-system Integration** | Not enough data | Not enough data | Not enough data | 7.5 (14 reviews) | | **Proactive Assistance** | Not enough data | Not enough data | Not enough data | 7.3 (14 reviews) | --- ## Categories **Shared Categories (1):** [Data Visualization Tools](https://www.g2.com/categories/data-visualization-tools) **Unique to NVivo (1):** [Text Analysis Software](https://www.g2.com/categories/text-analysis) **Unique to Whatagraph (1):** [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics) **Unique to Looker (5):** [Sales Analytics Software](https://www.g2.com/categories/sales-analytics), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics), [Embedded Business Intelligence Software](https://www.g2.com/categories/embedded-business-intelligence), [Analytics Platforms](https://www.g2.com/categories/analytics-platforms), [Digital Analytics Software](https://www.g2.com/categories/digital-analytics) --- ## Reviewer Demographics ### By Company Size | Segment | NVivo | Data Studio | Whatagraph | Looker | |---|---|---|---|---| | **Small-Business** | 48.1% | 46.4% | 77.9% | 19.2% | | **Mid-Market** | 19.5% | 36.6% | 19.1% | 60.5% | | **Enterprise** | 32.3% | 17.0% | 3.1% | 20.3% | ### By Industry #### NVivo - **Higher Education:** 30.1% - **Research:** 28.6% - **Education Management:** 13.5% - **Hospital & Health Care:** 3.8% - **Market Research:** 3.0% - **Management Consulting:** 2.3% - **Professional Training & Coaching:** 1.5% - **Primary/Secondary Education:** 1.5% - **Government Administration:** 1.5% - **Information Technology and Services:** 0.8% - **Other:** 13.5% #### Data Studio - **Marketing and Advertising:** 23.4% - **Information Technology and Services:** 7.3% - **Computer Software:** 7.1% - **Internet:** 4.7% - **Financial Services:** 3.3% - **Higher Education:** 2.9% - **Non-Profit Organization Management:** 2.4% - **Automotive:** 2.4% - **Hospital & Health Care:** 2.4% - **Education Management:** 2.2% - **Other:** 41.6% #### Whatagraph - **Marketing and Advertising:** 67.8% - **Market Research:** 1.9% - **Information Technology and Services:** 1.9% - **Online Media:** 1.9% - **Financial Services:** 1.9% - **Public Relations and Communications:** 1.9% - **Education Management:** 1.5% - **Computer Software:** 1.5% - **Automotive:** 1.1% - **Retail:** 1.1% - **Other:** 17.2% #### Looker - **Computer Software:** 11.5% - **Information Technology and Services:** 11.3% - **Marketing and Advertising:** 8.3% - **Financial Services:** 7.4% - **Internet:** 6.0% - **Retail:** 5.0% - **Food & Beverages:** 2.3% - **Consumer Goods:** 2.1% - **Health, Wellness and Fitness:** 2.1% - **Hospital & Health Care:** 2.1% - **Other:** 41.9% --- ## Alternatives ### Alternatives to NVivo - [ATLAS.ti](https://www.g2.com/products/atlas-ti/reviews) — 4.7/5 stars (60 reviews) - [Altair AI Studio](https://www.g2.com/products/rapidminer-studio/reviews) — 4.6/5 stars (520 reviews) - [MAXQDA](https://www.g2.com/products/maxqda/reviews) — 4.5/5 stars (38 reviews) - [SAP HANA Cloud](https://www.g2.com/products/sap-hana-cloud-2025-10-01/reviews) — 4.3/5 stars (620 reviews) - [Canva](https://www.g2.com/products/canva/reviews) — 4.7/5 stars (7583 reviews) - [Sisense](https://www.g2.com/products/sisense/reviews) — 4.2/5 stars (1062 reviews) - [Domo](https://www.g2.com/products/domo/reviews) — 4.3/5 stars (1034 reviews) - [Spotfire Analytics](https://www.g2.com/products/spotfire-analytics/reviews) — 4.2/5 stars (362 reviews) - [Visme](https://www.g2.com/products/visme/reviews) — 4.5/5 stars (486 reviews) - [SAP Analytics Cloud](https://www.g2.com/products/sap-analytics-cloud/reviews) — 4.2/5 stars (911 reviews) ### Alternatives to Data Studio - [AgencyAnalytics](https://www.g2.com/products/agencyanalytics/reviews) — 4.7/5 stars (457 reviews) - [Grow.com](https://www.g2.com/products/grow-com/reviews) — 4.3/5 stars (281 reviews) - [Databox](https://www.g2.com/products/databox-databox/reviews) — 4.4/5 stars (194 reviews) - [Elastic Stack](https://www.g2.com/products/elastic-stack/reviews) — 4.5/5 stars (109 reviews) - [DashThis](https://www.g2.com/products/dashthis/reviews) — 4.7/5 stars (92 reviews) - [NinjaCat](https://www.g2.com/products/ninjacat/reviews) — 4.2/5 stars (316 reviews) - [Geckoboard](https://www.g2.com/products/geckoboard/reviews) — 4.3/5 stars (48 reviews) - [Infogram](https://www.g2.com/products/infogram/reviews) — 4.7/5 stars (183 reviews) - [Zoho Analytics](https://www.g2.com/products/zoho-analytics/reviews) — 4.2/5 stars (285 reviews) - [Domo](https://www.g2.com/products/domo/reviews) — 4.3/5 stars (1034 reviews) ### Alternatives to Whatagraph - [AgencyAnalytics](https://www.g2.com/products/agencyanalytics/reviews) — 4.7/5 stars (457 reviews) - [Databox](https://www.g2.com/products/databox-databox/reviews) — 4.4/5 stars (194 reviews) - [DashThis](https://www.g2.com/products/dashthis/reviews) — 4.7/5 stars (92 reviews) - [Supermetrics](https://www.g2.com/products/supermetrics/reviews) — 4.4/5 stars (823 reviews) - [Semrush](https://www.g2.com/products/semrush/reviews) — 4.4/5 stars (4016 reviews) - [Canva](https://www.g2.com/products/canva/reviews) — 4.7/5 stars (7583 reviews) - [Adverity](https://www.g2.com/products/adverity/reviews) — 4.4/5 stars (322 reviews) - [NinjaCat](https://www.g2.com/products/ninjacat/reviews) — 4.2/5 stars (316 reviews) - [TapClicks](https://www.g2.com/products/tapclicks/reviews) — 4.3/5 stars (336 reviews) - [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14850 reviews) ### Alternatives to Looker - [Mode](https://www.g2.com/products/mode-mode/reviews) — 4.5/5 stars (330 reviews) - [Zoho Analytics](https://www.g2.com/products/zoho-analytics/reviews) — 4.2/5 stars (285 reviews) - [Sisense](https://www.g2.com/products/sisense/reviews) — 4.2/5 stars (1062 reviews) - [Domo](https://www.g2.com/products/domo/reviews) — 4.3/5 stars (1034 reviews) - [Spotfire Analytics](https://www.g2.com/products/spotfire-analytics/reviews) — 4.2/5 stars (362 reviews) - [Grow.com](https://www.g2.com/products/grow-com/reviews) — 4.3/5 stars (281 reviews) - [Toucan](https://www.g2.com/products/toucan/reviews) — 4.7/5 stars (182 reviews) - [Tableau](https://www.g2.com/products/tableau/reviews) — 4.4/5 stars (3757 reviews) - [Qlik Sense](https://www.g2.com/products/qlik-sense/reviews) — 4.4/5 stars (930 reviews) - [Amazon QuickSight](https://www.g2.com/products/amazon-quicksight/reviews) — 4.3/5 stars (694 reviews) --- ## Top Discussions ### NVivo - Title: [What is NVivo used for?](https://www.g2.com/discussions/what-is-nvivo-used-for) — 1 comment > **Top comment:** "NVivo is used for qualitative data analysis, helping researchers organize, analyze, and visualize unstructured data such as interviews, surveys, focus..." - Title: [What is NVivo software used for?](https://www.g2.com/discussions/what-is-nvivo-software-used-for) — 1 comment > **Top comment:** "Qualitative interviews coding" ### Data Studio - Title: [Is Google Data Studio free to use?](https://www.g2.com/discussions/is-google-data-studio-free-to-use) — 4 comments > **Top comment:** "Yes, it is free to use" - Title: [How good is Google Data Studio?](https://www.g2.com/discussions/how-good-is-google-data-studio) — 2 comments > **Top comment:** "Best tool to play around with data and also single page dashboard creation tool" - Title: [How do I use Google Data Studio?](https://www.g2.com/discussions/how-do-i-use-google-data-studio) — 1 comment > **Top comment:** "To use it you just need to have a Google account and start creating a new report from this link: https://lookerstudio.google.com/u/0/navigation/reporting" - Title: [Which is the best place where I can see more tutorials about Data Studio?](https://www.g2.com/discussions/which-is-the-best-place-where-i-can-see-more-tutorials-about-data-studio) — 1 comment, 1 upvote > **Top comment:** "The best place may be to search on Youtube for beginner tutorials, as well as Google's own website. This post from HubSpot may help you as well:..." - Title: [What is Google Data Studio for?](https://www.g2.com/discussions/what-is-google-data-studio-for) — 1 comment > **Top comment:** "Google Data Studio is now called Google Looker Studio and is an online tool for anyone who wants a simple and free way to create dashboards from any data..." ### Whatagraph - Title: [Can I get a free trial with Whatagraph?](https://www.g2.com/discussions/can-i-get-a-free-trial-with-whatagraph) — 3 comments, 1 upvote *(includes official response)* > **Top comment:** "Absolutely! We offer a free 7-day trial with unlimited access to all of our features and integrations. You can sign up here:..." - Title: [How much does Whatagraph cost?](https://www.g2.com/discussions/how-much-does-whatagraph-cost) — 3 comments, 1 upvote *(includes official response)* > **Top comment:** "Paid Whatagraph plans can be purchased on monthly or yearly recurring payments. Yearly subscription also makes you eligible to 16% off! You can also upgrade..." - Title: [How many integrations does Whatagraph support?](https://www.g2.com/discussions/how-many-integrations-does-whatagraph-support) — 3 comments, 1 upvote *(includes official response)* > **Top comment:** "Whatagraph currently supports 31 integrations and is constantly developing new ones so you could easily present analytics data from all of your marketing and..." ### Looker - Title: [Is looker an ETL tool?](https://www.g2.com/discussions/is-looker-an-etl-tool) — 4 comments > **Top comment:** "After so many attempts in getting my funds back which I lost to a fake platform called mycoinbanking.com I lost the total of $348.000. I needed the profit..." - Title: [Best way to start on visualizations?](https://www.g2.com/discussions/24831-best-way-to-start-on-visualizations) — 2 comments, 1 upvote > **Top comment:** "Looker has a built-in set of visualizations that you can automatically apply to any dataset that they work with. Once you setup your initial connection to a..." - Title: [What is Looker used for?](https://www.g2.com/discussions/what-is-looker-used-for) — 1 comment > **Top comment:** "Looker is used to explore, analyze, and visualize data. It helps create dashboards and reports to understand business performance and make better decisions...." - Title: [How do I know where in my SQL errors are?](https://www.g2.com/discussions/how-do-i-know-where-in-my-sql-errors-are) — 1 comment, 1 upvote > **Top comment:** "Hey Carlos! I'm Izzy, the Looker Community manager. Yeah, especially in huge SQL queries it can be hard to figure out exactly where the issue lies. That..." - Title: [Multi-brand implementation](https://www.g2.com/discussions/multi-brand-implementation) — 1 comment, 1 upvote > **Top comment:** "Hey Brian! I'm Izzy, the Looker Community manager. There's 2 components here (well, a few more, but 2 high-level ones). Folder/content access and..." --- **Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/nvivo-vs-data-studio-vs-whatagraph-vs-looker)