RESEARCH
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How consumers choose to do business with 18 industries, 2026

As part of Qualtrics XM Institute’s 2025 Global Consumer Study, we asked over 20,000 consumers around the world why they chose to do business with organizations across 18 industries. We explored several motivators including good value for money, good product/service, good customer service, and more. We also investigated what drives consumers to try new organizations in these industries. 

In this report, you'll learn
    • Which motivators most often drive consumer engagement decisions
    • Why consumers most often try new organizations
    • Which motivators predict the highest consumer satisfaction and trust
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