Make research your
growth engine
Increase your speed-to-insight to find high-potential opportunities, validate product-market fit, and make confident investments that capture market share.

The world's
best brands
choose
Qualtrics
Today's reality
Fast-changing markets
What was true last month may no longer be true today. Traditional research can't keep pace.
Savvier and pickier consumers
More choice and low switching costs create selective customers. Surface-level insights don’t help you stand out.
Pressure to reduce cost
Businesses demand more insights, faster – yet budgets haven't kept pace. Research must scale efficiently.
With Qualtrics
Strategic Market Research
you can
- Access global audiences instantly - Tap into human and AI-powered synthetic panels for faster, cost-effective insights
- Analyze at scale with AI - Turn large datasets into strategic recommendations using advanced analytics
- Centralize all research - Capture market, product, and brand insights in one platform alongside customer data
- Move from insight to action - Get proactive, strategic guidance that connects findings to business decisions
- (COMING SOON) Research autonomously - Deploy AI agents that conduct research and surface opportunities automatically
Conduct comprehensive research studies
Execute custom quantitative and qualitative research faster and more efficiently across market, product and brand use cases.
- Gather feedback using a broad array of methodologies, with AI that automatically generates personalized follow-up questions to unlock deeper insights
- Use AI-powered analytics to get answers faster and automate advanced statistical analyses including Conjoint and MaxDiff
- Create compelling visualizations and highlight reels that turn insights into action


Build and manage your own customer research panels
Easily create and manage your own customer research communities – without recruitment delays – and deliver high-quality insights on demand.
- Recruit, reward, and manage panelists with guided setups, automated workflows, and tracking to ensure engagement and diverse representation
- Launch a mobile and desktop-friendly panelist app to streamline how panelists discover and engage with research opportunities
- Easily launch website intercepts to recruit panelists for targeted digital feedback
Access human and AI-powered consumer research panels on-demand
Combine traditional human panels with AI-generated synthetic respondents for comprehensive insights at scale and speed, while reducing costs by up to 50%.
- Deploy global human panels across 200+ global markets and AI synthetic respondents trained on millions of validated responses
- Access any audience on-demand with flexible, credit-based pricing that scales from single studies to enterprise programs
- Run synthetic testing and human panel research together without switching between different tools or platforms

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5 ways to modernize your research with AI
Researchers can leverage advanced AI tools like never before. With the right technology in your toolkit, you can streamline and scale your research and get from data to actionable insights in no time.

Organize and maximize your research insights
Centralize research in an AI-driven archive that surfaces relevant insights and recommendations to break silos and drive collaboration.
- Build a searchable research library with AI-powered semantic search across all surveys, dashboards, and uploaded documents
- Organize findings into collections that can be shared with teams and create curated research groupings for specific projects or topics
- Search across all studies using AI to surface relevant insights, related studies, and past research before starting new projects


Deploy AI agents to automate research workflows
Deploy AI agents that continuously monitor research, identify opportunities, and execute studies automatically.
- Transforms research into actionable insights by surfacing findings, revealing gaps, and highlighting future trends
- Acts as an expert partner to build research plans, design studies, and recruit the right mix of human and synthetic respondents
- Synthesizes research into clear insights and themes, generating stakeholder-ready reports and dynamic summaries that bring data to life
Hear from organizations redefining their market research
Hear from organizations redefining their market research
Upgrade your programs with flexible, scalable plans
Upgrade your programs with flexible, scalable plans
Strategic Market Research FAQs
What is the Qualtrics Strategic Market Research solution?
Our Strategic Market Research solution brings together powerful quantitative and qualitative research capabilities in one intuitive platform. You'll get the clear, actionable insights needed to develop winning products, deliver exceptional customer experiences, and make strategic decisions with confidence. The solution reveals market trends and consumer behaviors that help you identify opportunities and drive growth.
What are its key features?
Everything you need for comprehensive market research is right at your fingertips: customizable surveys that dig deep into consumer insights, real-time analytics dashboards, AI-powered recommendations, and seamless integration with your existing tools. You can also build and manage your own research panel or instantly access third-party samples. Finding the exact data you need is simple with our AI-powered search.
How can it enhance product development?
From initial concept testing to prototype refinement, you'll know exactly how to align your products with customer needs. Our solution is designed to accelerate insights that drive real business impact. Transform your product development process with continuous customer feedback at every stage.
How does this platform help with understanding market trends?
You'll see shifts in consumer behavior as they happen and understand how your performance measures against industry benchmarks. This enables quick, confident decisions to maintain your competitive advantage. Stay ahead of changing market dynamics with tools that track and analyze trends in real-time.
Can the platform help with audience segmentation?
Absolutely. Our solution helps you understand exactly who your customers are and what matters to them. Advanced analytics reveal distinct customer segments based on demographics, behaviors, and preferences. These insights make it possible to create highly targeted marketing strategies that resonate with each unique audience.
How does the platform improve competitive intelligence?
Our solution helps you gather detailed competitive insights and understand your position on key attributes that matter to customers. These insights show exactly where to invest your efforts for maximum impact. Get a clear picture of where you stand in the market and where to focus next.
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