• Customer Experience
    Customer Experience
  • Employee Experience
    Employee Experience
  • Brand Experience
    Brand Experience
  • Product Experience
    Product Experience
  • Core XM
    Core XM
  • Design XM
    Design XM

Brand Experience Projects

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About Brand Experience Projects

Brand Experience research goes beyond customer satisfaction, instead seeking to illuminate the impression your brand makes on the surrounding culture. Brand Experience research is all about figuring out how to strengthen equity, improve perceptions of your brand, and drive sustainable growth.

Most Brand Experience offerings at Qualtrics take the form of guided projects. These are surveys you can customize to fit your company’s goals, but with a survey structure, questions, and reports vetted by our top subject-matter experts. Guided projects also carefully walk you through every step of the process, from survey creation, to distribution, and on to reporting.

Qtip: Guided projects can be purchased on the XM Marketplace. Remember to check the Details tab for the Qualtrics license required to purchase a solution and the languages the solution is available in.
Qtip: Qualtrics Support cannot help with Full Service Research or Guided Programs. Please reach out to your Implementation representative, your Research Specialist, or your Customer Success Representative.

Creating a Brand Experience Solution

Solutions help you build questions and blocks based on information you set, such as product names or the method you’d like to use to collect information. The question structures used in Solutions are based on industry-standard research designs and perfected by subject-matter experts.

  1. Either navigate to the Catalog or click Create new project on the Projects page.
    Create Project button in Projects Page, catalog from navigation hamburger menu
  2. Select BrandXM.
    Brand selected along the top, several brand project tiles listed, when one is clicked a menu with more info appears to the right
  3. Select a project from Guided projects that suits your needs.
    Qtip: Read the summary for a general overview of the solution’s purpose and features to get an idea of what’s pre-built for you.
  4. Click Get started.
  5. Name this project.
    Field for name, folders, then button bottom-right

    Qtip: Don’t want to use this project? Click Cancel.
  6. If desired, add this project to a folder.
  7. Click Create project.
  8. Fill out all the fields in the setup assistance. These components will vary based on the project you selected, and come with detailed descriptions of their purpose.
    entering a description, uploading an image, and selecting product names before clicking finish
  9. When you’ve scrolled through and answered all the questions, click Finish.
  10. Use the Guidance panel on the right to follow the guided setup.
    use the guidance panel on the right to navigate, or the tabs at the top
  11. Use the tabs along the top if you’d like to edit components not included in the primary step. For example, you can go to the Survey tab to edit the survey theme and add demographic questions, whereas you can go to the Distributions tab to download a distribution history for emails you’ve sent.
  12. Steps will automatically advance as you complete the guided workflow. Some steps allow you to click Done to finish a step and move onto the next without completing the step’s recommended action.

What’s Included with a Guided Project

Custom Survey

As you tell the guided project what brand, demographics, competitors, and more that you’d like to research, this information is used to build a robust survey. Questions are formatted according to industry best practices, with carefully arrange choices, professionally written questions, and robust survey flow, display logic, and skip logic as needed.

the survey tab for a bx project

Qtip: It’s okay to make changes to the wording of your questions, or to add your own demographic questions. However, be careful not to make changes that could alter your custom reports. Deleting questions, removing choices, re-ordering questions used in logic, and making edits to the survey flow can change how your solution reports data.

Custom Reports

In the Reports tab, there will also be a custom report ready. It will be empty at first, but as you collect data, the graphs and tables will change.

the reports tab in a bx project

For more on customizing these kinds of reports, see the Advanced-Reports support pages.

Qtip: Before you make edits, you should copy the pre-built report so you don’t lose the original.


When you edit a guided project, you’ll notice a menu labeled Guidance open on the right. This menu guides you through the guided project while you are on other sections of the project.

Guide to the right of a brand project when inside the survey tab

As you go through the steps in this menu, the instructions that appear may vary.

Managing & Organizing Projects

As you create Brand Projects, these can be identified by the purple Brand icon to the left, followed by the type of project you made.

Brand project as appears on the project page. It says it is a Brand Awareness and Performance project

For the most part, managing and collaborating on Brand Experience projects is the same as in CoreXM. See the following pages for additional help:

Customizing Projects

Most BrandXM projects function just like CoreXM surveys, with the exception being that several parts are preconfigured. Please see the following pages for help getting started on deeper project customization.

Projects Page: Basic Overview

As you login to Qualtrics, you’ll arrive at the Projects page. The Projects page lets you scroll through your projects, create new ones, and view your survey related data. The Projects page is an organizational tool that you’ll learn to optimize in this Basic Overview.

Overall view of Qualtrics Projects Page once logged in

Survey Tab: Basic Overview

The Survey tab lets you design, build, and edit surveys. Here you’ll create insightful questions, add logic, deploy validation, apply a look and feel that will engage your participants, and highlight your brand. Learn how to build effective surveys in this Basic Overview.

Main view of Survey tab

Actions Tab: Basic Overview

The Actions tab reacts to live survey responses with a variety of tasks, like response tickets, email responses, and more. An unhappy response can trigger a high priority ticket to your support center or an email to the relevant manager. A student request for Biology tutoring can trigger a message to a department’s tutorial team. Learn more in this Basic Overview.

Main view of Actions tab

Distributions Tab: Basic Overview

The Distributions tab lets you pick from a wide variety of distribution channels. Choose the most effective distribution for your audience: email, mobile device, SMS, QR code™, anonymous link, or an appropriate social media channel. Learn how in this Basic Overview.

Main view of Distributions tab

Data & Analysis Tab: Basic Overview

The Data & Analysis tab manages and analyzes participant responses. The tab hosts five powerful sections: Data, Text, Analysis, Crosstabs, and Weighting. From these tools you can view, filter, tag, edit, translate, weight, and delete responses. You can review text analytics, apply cross tabulations, import and export responses, and more. Learn more in this Basic Overview.

Main view of Data & Analysis tab

Reports Tab: Basic Overview

The Reports tab lets you present the insights you’ve gathered with powerful visualizations, graphs, tables, charts, and more. This tab lets you filter data, pages, and visualizations to create custom report pages for many potential and different audiences. Investigate your Results-Reports in the Results-Reports Basic Overview and your Advanced-Reports in the Advanced-Reports Basic Overview. For differences between Results-Reports and Advanced-Reports, visit the Results vs. Reports support page.

Main view of Reports tab

Contacts Page: Basic Overview

Create your contact lists on the Contacts page. Often called panels, lists can be created by yourself or purchased from a panels provider. Lists can be used to authenticate respondents. You can also embed (or store) data about each participant in your lists. Embedded Data helps create more powerful reports. Check out this Basic Overview.

Overall view of Contacts Page

Library Page: Basic Overview

The Library page lets you store pre-made surveys, templates, graphics, pre-written messages, and other files. Pull these files out of your library whenever you need them! You could even share your library’s questions and graphics with others. Learn how in this Basic Overview.

Overall view of Library Page

Admin Page: Basic Overview

The Admin page is where Brand or Division Administrators create, manage, and organize user accounts. If you’re not a Brand Administrator, don’t be intimidated by this section. The more you know about administration, the more you can expand your research capabilities in Qualtrics. However, please do note that only your Brand Administrator will be able to perform any of these actions for you. Review the Admin Basic Overview.

Overall View of Admin Page