Market Research

Qualtrics partners with NORC at the University of Chicago to bring enhanced rigor and versatility to US population research

Probability-based survey panels offer the relative affordability and speed of panel-based research, with an additional layer of statistical confidence. That’s why we’ve partnered with NORC’s probability-based AmeriSpeak panel, to give you access directly within the world’s most versatile online research platform.

Academic and market researchers help the world make more informed decisions, impacting everything from large commercial investments to public policy at the federal, state, and local levels. And when your research has the potential to impact lives on such a scale, it’s critical that you get it right.

That’s why we’ve partnered with NORC at the University of Chicago to offer NORC’s probability-based AmeriSpeak panel within the Experience Management Platform™.

With this new partnership, you can now build studies, collect US probability sample data, and analyze responses within a single powerful platform.

This new capability is available immediately to all Qualtrics customers conducting online survey research in the US.

Panel that meets the highest standards of scientific rigor

Probability sampling uses random selection to help researchers generalize results to an entire population with a high level of statistical confidence. This is in contrast to non-probability samples, which are often opt-in and thus include some inherent sample bias. Both types of sampling methodologies have a place in academic and market research, depending on how definitive the data needs to be.

By leveraging NORC’s AmeriSpeak survey panel, you can now take advantage of the power and convenience of panel-based research, while also reaching the accuracy, response rates, and sample quality typical of more traditional, probability-based survey methods.

How does NORC reach this level of rigor in an online survey panel?

AmeriSpeak deploys NORC field staff to help recruit households that are typically hard to reach for statistical population surveys, such as households without internet, rural households, Spanish language, and lower socio-economic households. It also leverages the NORC National Frame, an industry leader in sample coverage, to ensure sample representativeness across the entire US population.

These recruitment and sampling methodologies result in a 34 percent response rate, which is higher than any other probability-based survey panel. What’s more, AmeriSpeak boasts low participant turnover and survey fatigue, with an industry-leading retention rate of about 85 percent.

As a result, AmeriSpeak’s random sample of Americans looks almost exactly like the US Census, within 1 to 2 percentage points on key demographics.

Unmatched versatility and control to support survey research at any level of complexity

The Experience Management Platform™ has long been the online research platform of choice for academic survey research, trusted by more than 2,000 colleges and universities worldwide. And for good reason: it gives you powerful data collection to accommodate any survey research imaginable, at any level of complexity.

Researchers can tap into more than 100 engaging question types, audio-visual stimuli, open and closed text responses, conditional logic tools, and rich functionalities that allow respondents to reply from a wide variety of platforms.

With the addition of AmeriSpeak to our roster of online panel integrations, you can now access even more fielding options - all within a single platform that they control.

Plus, it features easy sharing settings for collaboration with colleagues within and outside of your own organization. What’s more, you can easily and securely transfer data between systems to more easily identify trends and patterns, or export their data as SPSS, CSV, text file, HTML, or XML - and can rest easy knowing that the platform is compliant with HIPAA, FERPA, and university IRB requirements.

Qualtrics customers can also access award-winning customer support, available 24/7, for panel procurement, translations, data processing, and more.


Learn more about the power of bringing probability-based samples into the Qualtrics platform