Market Research

Must-see market research sessions at X4 2020

It’s the biggest Experience Management event on the planet, so you won’t be short of things to see. Check out our guide to the must-see sessions at this year’s X4 for market researchers from the most inspirational stories to the thought leadership that will give you plenty to take back to your organization at the end of the event

You’ll find it all at X4 - stories from the brands using XM to deliver breakthrough results, thought leadership from the best in the business, and an inside look at the tech helping organizations modernize their market research.

As you plan out your days at X4, here’s a look at some of the sessions we recommend to help you come away from the event with all the inspiration and practical tips you need to take your market research programs to new heights in 2020.

Jump straight to:

Morning mainstage inspiration

World-class thought leadership

What’s new in XM?

Get hands on with the technology

Take a deep dive into your industry

Hear from breakthrough brands

Morning mainstage inspiration

Each day at X4 kicks off with a morning of inspiration on mainstage. Wednesday sees the event kick off with Qualtrics CEO Ryan Smith, Oscar-winning actor Matthew McConaughey, Co-founders of Magnolia  Chip and Joanna Gaines, Co-founder and ceo of The Character Lab Angela Duckworth and of course former First Lady, Michelle Obama.

And that’s just day 1! Thursday will see Ryan Smith return to the mainstage, alongside talkshow legend Ellen Degeneres and renowned researcher and author of no fewer than 5 New York Times bestsellers, Brené Brown.

Take your XM program to a new level with world-class thought leadership

The greatest minds in XM will take to the XM Institute Theater every afternoon for a series of sessions that will help you mature your program, including:

The human experience cycle

Bruce Temkin, Director of the XM Institute

Whether its customers, employees, products, or brands, every experience is built around one thing — people. Join industry visionary Bruce Temkin to explore the Human Experience Cycle (HxC) and how it impacts every part of our lives.

13:30-13:50 // Weds, March 11 // XM Institute Theater

We’re all digital now

Juliana Holterhaus, XM Scientist

Restaurant, tire shop, or multinational retail chain – every business is a digital business now, not just the eCommerce giants. Join Juliana Holterhaus to explore 5 things any business can do to make digital a breakthrough experience.

16:00-16:20 // Weds, March 11// XM Institute Theater 

Don’t measure. Do.

Leonie Brown, XM Scientist

Want to know if you’re doing badly? Or maybe just not as badly as your competitors? Or do you want to really deliver breakthrough experiences for your customers and employees? Then it’s time to take action. Find out how moving away from the metrics and towards a culture of action can help you become an XM master.

14:10-14:30 // Thurs, March 12 // XM Institute Theater

XM leadership - taking the whole company with you

Aimee Lucas, Principal XM Catalyst, XM Institute

When XM is truly embedded across an organization, you need a governance structure to manage it. Find out how to design a governance model that sets you up to ignite momentum and get the whole organization delivering XM breakthroughs

15:10-15:30 // Thurs, March 12 // XM Institute Theater

See what’s new in Experience Management

Take a look at the trends shaping customer, product, employee, and brand experience in our mainstage keynotes from the Qualtrics teams.

They’ll be taking to the mainstage in the afternoon to explore how the landscape is shifting in XM and show some of the innovations on the XM Platform that will change how you work in 2020.

  • Brand + Product Experience - 14:00 // Weds, March 11
  • Employee Experience - 16:00 // Weds, March 11
  • Customer Experience - 14:00 // Thurs, March 12
  • Experience Management - 16:00 // Thurs, March 12

Get hands-on with the tech enabling research breakthroughs

When the morning mainstage sessions end, we’ll be opening the doors to the Growth Shop — your place to learn how to grow your XM program with Qualtrics.

There’s a rolling agenda each day of demonstrations and short classes covering everything from managing your XM deployment to getting to grips with the latest innovations on the XM Platform.

Here’s a few highlights from the Growth Shop:

Managing XM at scale

Enable the entire organization to get started with Experience Management by mastering the governance and controls built into the XM Platform and designed to help you scale quickly and securely

13:00-13:30 // Weds, 11 March + Thurs, 12 March // Growth Shop

Uncover insights with Stats iQ

Meet your in-house team of data scientists. Join us for a deep dive into Stats iQ and find out how you can use it to go from research data to breakthrough insights

13:30-14:00 // Weds, 11 March + Thurs, 12 March // Growth Shop

Using weighting for better insights

Get the best insights out of your dataset by applying weighting. Learn how CoreXM makes adjusting your data sets easy.

14:00-14:30 // Weds, 11 March + Thurs, 12 March // Growth Shop

Close experience gaps with actions and workflows

See how Qualtrics helps you automate routine tasks and close the loop on experience gaps as they occur. Learn how to get the right information to the right person at the right time.

16:30-17:00 // Weds, 11 March + Thurs, 12 March // Growth Shop

Securing your XM deployment with Qualtrics

Your experience data is valuable. Learn from former FBI Special Agent Adam Marrè about how to keep your x-data data safe and secure.

17:00-17:30 // Weds, 11 March + Thurs, 12 March // Growth Shop

Take an industry deep dive with the experts

Want to see how XM works in your industry? Every afternoon we’ll be hosting 45 minute deep-dive sessions focusing on different industries. This is your chance to hear from our industry experts, meet others in your industry and get hands-on with the tech.

Here’s our full list of industry sessions - they’re all happening in the XM Atrium in the Growth Shop.

  • Healthcare — 13:00-13:45 // Weds, 11 March
  • Technology —14:00-14:45 // Weds, 11 March + 13:00-13:45 // Thurs, 12 March
  • Automotive —14:00-14:45 // Thurs, 12 March
  • Financial Services — 16:00-16:45 // Weds, 11 March + Thurs, 12 March
  • Government + Public Sector — 15:00-15:45 // Weds, 11 March
  • Education — 15:00-15:45 // Thurs, 11 March

Go behind the stories from breakthrough brands

Want to hear how some of the world’s biggest brands made their breakthroughs? Join our 45 minute sessions at 14:00 and 16:00 each day to go behind the breakthroughs with the people leading market research programs at some of the most successful companies in the world.

Here’s a few must-see sessions for each day:

Digital experiences with real life Impact

Tomer Sharon, Managing Director, Head of User Research and Metrics, Goldman Sachs

Learn how the world's preeminent bank is using experience metrics scores to drive product roadmap decisions and predict business outcomes. Learn what to measure to run a modern product management practice.

14:00 // Weds, March 11 

Using experience insights to stay in front

Ana Rocca, Head of US Research and Insights, Uber

The Uber platform facilitates countless experiences for riders and earners. Learn how data and insights drive everything from new product breakthroughs like Uber Comfort to driver loyalty programs to keep Uber ahead of the game.

16:00 // Weds, March 11

Fake news killed the research star

Sunshine Hillygus PhD, Director, Institute on Survey Methodology

In a 'post-truth' era of alternative facts, trolls and bots, how can researchers guard against hijacked surveys and skewed results?

14:00 // Thurs, March 11  

The science of stories that break through

David Hobbie, Director, International Research

Storytelling is part art, part science — learn how ESPN has perfected the balance using qualitative and quantitative research to create engaging, differentiated content.

16:00 // Thurs, March 12

That’s just a taster of some of the sessions at X4 2020 — there are over 120 sessions to choose from over the 3 days of the event, you can find all the details in the full agenda.


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