RESEARCH
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Bad experiences across 18 industries, 2026

As part of Qualtrics XM Institute’s 2025 Global Consumer Study, we asked over 20,000 consumers around the world whether they’ve recently had a poor experience with organizations across 18 industries. For those reporting negative interactions, we asked what caused the bad experience and how they changed their spending afterward. We compared their responses to our 2024 Global Consumers Study.

In this report, you'll learn
    • How often customer experiences are bad
    • How consumer spending changes after bad experiences
    • The top causes of poor experiences across 18 industries
The world’s top brands trust Qualtrics to deliver breakthrough experiences
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