MARKET RESEARCH SOFTWARE

Most research tools solve one problem—a survey platform, a panel provider, a UX testing tool. Qualtrics brings every research need into a single AI-powered platform: market and competitive research, product and innovation testing, UX research, and brand tracking. Because insights connect across every study, your organizational knowledge compounds over time rather than living in disconnected project folders.

AI accelerates every stage—from study design and questionnaire building to data synthesis and reporting. Agentic research capabilities mean your experts spend less time executing the mechanics of a study and more time shaping the strategy it informs. When markets shift overnight, insights that arrive in days instead of weeks are the ones that actually influence decisions.

Synthetic research uses AI-powered respondents to simulate human panel responses, allowing you to get fast directional insights at a fraction of the cost and time of traditional fielding. Qualtrics combines synthetic and human panels so you can choose the right approach for each research need—using synthetic data for speed and scale, human data where methodological rigor is critical. Notably, 45% of researchers already using synthetic data report it as their most reliable source, and Dollar Shave Club found synthetic responses closely mirrored their human data.

That's one of the platform's core value propositions. By consolidating market research, UX research, brand tracking, and product research into one platform, Qualtrics eliminates the fragmented vendor landscape that drives up costs and creates data silos. One platform means predictable pricing, connected insights, and a single source of truth for your research organization.

The platform supports the full product lifecycle—from concept validation and feature prioritization to pricing optimization and post-launch tracking. You can test ideas before committing development resources, measure whether product updates are landing the way you intended, and continuously refine based on real customer input rather than internal assumptions.

Brand and communication research capabilities let you continuously monitor brand health, test creative and messaging before campaigns go live, and track how perception shifts over time. Rather than relying on annual brand studies, you can establish always-on tracking that gives leadership real-time visibility into the metrics that matter—and early warning when something is moving in the wrong direction.

Qualtrics helps make the business impact of research visible. Connected insights across studies show how research informed decisions, not just what it found. Teams like Shake Shack have used the platform to directly link research to revenue outcomes—including a 30% increase in likelihood to recommend and their most successful Limited Time Offer launch. When insights flow to operations, finance, and product teams in real time, research becomes a measurable driver of business performance rather than a cost center.