Come Learn Strategies


  • improve the productivity and outcomes of market research programs
  • leverage the latest trends and technologies to advance your research
  • deliver connected insights that drive impact in your organization

Join top market research and insights experts at X4

Build your network and connect with fellow market research experts and executives from every industry

Discover the research that led to some of the world’s most iconic market research breakthroughs


EX PRODUCT KEYNOTE // Your Workforce is Changing—Are you Ready For It?

The workforce has experienced drastic changes and continues its transformation. Come learn about the employee breakthrough insights that are driving workforce change across every industry, and leave with the tools and strategies to get ahead so you can effectively attract, engage, retain your best employees. You’ll hear from Qualtrics Chief Experience Officer, Julie Larson-Green and The Disney Institute's VP and President, Jeff James. You'll also get a sneak peek at the latest Qualtrics product innovations to help you drive your employee experience strategy forward.

CX PRODUCT KEYNOTE // Breaking Down CX Breakthroughs: The Future of Transformational Customer Experiences

Customer experience is increasingly becoming the competitive battleground for brands around the world. But delivering differentiated experiences that lead to measurable impact can be a challenge. In this session, learn how David Neeleman, founder of JetBlue, Azul and Morris Airlines, drove continuous breakthrough in a nearly 100 year old aviation industry. In addition to hearing from a transformational CX leader, get a first look at the latest innovations to the Qualtrics CX platform that will help you achieve customer experience breakthroughs in your own organizations.

Measuring Growth: The Breakthrough Helping GoDaddy Increase Profitability by Closing Experience Gaps

When GoDaddy was founded, it was about serving a community of entrepreneurs to enable them to launch their business online and receive the same support experience as the biggest companies. Years later, they emerged as the world's largest cloud platform dedicated to small ventures under one premise: provide the best customer and product experience. Period. Part of that radical evolution was closing key experience gaps, including brining essential product and customer experiences under Mike McLaughlin and tying business results to experiences.

Spot Tasty Trends in Your Data: How Buzzfeed Turns Insights to Profitable Investments

It's not just lists and quizzes anymore. Experience data is essential to help Buzzfeed accurately spot trends to launch revolutionary new brands and content, from food lines like Tasty to beauty lines to DIY. In the world of instant brands, data tastes good.

Embedding Human Insights Into Experience Design

Customer-centric design is becoming the new normal and has driven statistically tremendous developments in UX and overall growth in unexpected industries. What happens when organizations apply that same methodology to enhancing the workplace and transforming employee experiences? Citi’s Carey Kolaja shows how Citi FinTech effectively revolutionized employee engagement through co-creation, testing and the productization of companies.

Be an Outsider: How to Re-energize a Classic Brand

Is the future of your brand informed by its past? From product research, to in-store satisfaction, to campaign measurement, L. L. Bean walks through its data-informed and groundbreaking “Be an Outsider” campaign to reposition an adored brand, and get it ready for another 100 years.

How Technology is Creating a New Currency of Ideas

Is technology a friend or foe of your brand? Over 2.5 billion people use Unilever brands every day in part because Unilever has learned how to turn ideas into currency using new technology. Unilever’s EVP of Consumer and Marketing Insight shows you how leveraging technology accelerates adoption and builds legendary brands.

Listen and Act: How AMEX Pairs Listening & Insights to Bring the Voice of the Customer to Life

To be truly customer-centric you need to empower people at all levels of your organization to listen to the customer and act on the insights. With an emphasis on customer listening from call center to the C-suite you’ll find new ways to learn from your customers. Find out how American Express employs a broad spectrum of approaches (from call listening to advanced modeling) to empower employees and uncover meaningful insights to create world-class Customer Experiences.

How Data Drives Zillow Group's Culture: Improving Engagement, Inclusion, and Development Amid Growth

Culture is at the cornerstone of Zillow Group’s business and it’s one of the main drivers behind yet another year on Glassdoor’s “Best Places to Work” list. But creating and evolving a strong, inclusive, and thriving culture isn’t easy in a high-growth company that competes for top tech talent. Learn how Zillow Group leadership depends on experience data to not only help build culture, attract talent, and drive engagement, and also how they empower managers to do the same within every team.

The Future of Experience Management in Government

For the first time in history, technology makes it possible for governments to engage people in real-time, across demographics, in the moments that matter most. How do we build a future where feedback from government customers and employees is used to create experiences that work for everyone? From shared services to digital engagement to human centered design, what is government doing well now, and what is the future of experience management in government?

Hooked: How To Build Habit-Forming Products

Habit-forming products change user behavior and create unprompted engagement. Harnessing the power of habits is essential for your product and is great for your bottom line. Product guru, investor, and bestselling author Nir Eyal outlines the Hook Model to give you a practical framework to increase your odds of product success.

Launching a Brand: Your First Decision Should Be Your Best Decision

Starting a new brand means distilling everything down to one simple question at the start: What is the nature of our business? Once you understand your nature, everything falls into place. This first decision will limit or boost your brand for years to come.

CSR and Political Activism in The Trump Era

Social media reaction is often seen as an accurate gauge of public opinion during a brand crisis. However, what people say on social media is not necessarily reflective of what the wider public actually thinks. The session explores how companies can use experience data and insights to protect their reputation in today's age.

How to Maximize Security in Experience Management

Security today falls not only to the professionals but to every data professional. Former FBI Cyber Special Agent Adam Marrè outlines how to guard against avoidable incidents, increase security awareness across the organization, and explores security feature value for researchers and experience managers.

The Big Data Theory: How CBS Generates & Acts on Insights by Matching Experience & Operational Data

Few businesses generate as much data as media, and when CBS networks touches 30 million people every night, the data that flows from feedback, viewing, social, and more can be overwhelming. As preferences and consumption habits constantly change, how do you avoid being data rich, but insights poor? Using real-world examples, CBS Chief Research and Analytics Officer Radha Subramanyam shows how to identify the insights that are most important to your business, build the necessary internal teams and processes, and line up your data streams to improve business results.

Measuring the Immeasurable: How Challenging Norms Leads to Richer Student Experiences

Learn how Bloomfield Hills Schools is revolutionizing public education by challenging traditional student success metrics. See how finding new opportunities to measure modern workplace skills like critical thinking and grit is changing the conversation around education and how to apply these new ideas in your own district.

Postsecondary Transformation: Supporting First-Gen, Low-Income, and Minority Students

The US system of higher education has historically struggled to effectively serve low-income, minority, and first-generation students well, resulting in a widening education gap and overall weakening of US competitive resources. See how a network of partners including JFF, AASCU, and Alithi Consulting have developed powerful tools to drive successful transformation in this space.

3 Ways to Combine X and O Data to Understand the Student Voice

See how Rowland Unified School District uses Qualtrics in innovative ways to identify trends, individualize learning, and act on student feedback. Learn how to combine operational data like test scores and attendance with student experience data like interests and classroom feedback to predict outcomes and enhance the student experience.

Latest Insight: The Changing Drivers of Customer Experience and Channel Success

In this session, J.D. Power shares data and insights that point to big changes in what customers want, and what it takes to meet those expectations across self-service and assisted channels. J.D. Power will share cross-industry data from over 1,000 companies, plus delve into what verified top performers are doing to drive higher satisfaction at lower total operating cost even as consumer preferences, your workforce, and your competitive environment changes. Attendees will walk away with specific strategies, tactics and benchmarks to help your organization succeed now and in the future.

Engaging Amid Disruption: Lessons from Fortune Magazine's World's Most Admired Companies

Today’s leaders are challenged to respond to disruptive shifts in how people work and what they care about in the workplace. The business environment is evolving rapidly, with increasing globalization and rapid technological change. And the workforce is increasingly diverse, mobile, and remote. We'll share how Fortune magazine's World's Most Admired Companies are preparing for the future of work, building digital readiness and organizational agility, and creating engaging and inclusive work experiences.

XM PLATFORM DEEP DIVE // Research to Drive Product and Brand Experience Breakthroughs

What does it take to get breakthrough insights? Come listen to some of the biggest brands in the world, including: Chobani: how they’ve built the #1 yogurt brand internationally UnitedHealth Group: how a 300K employee organization is revolutionizing end-to-end customer experience by centralizing insights across the organization Kum & Go: how one small insights team is taking on the breakfast giants Whether you’re a customer, product, brand, or employee insights professional, we’ll show you how to leverage the Qualtrics XM Platform to lead your industries in innovation, scale research across your entire organization, and integrate automation and machine learning into your research workflow to get breakthrough insights.

The Product Experience That Changed the World: An Insider's Story of Building the iPhone

During some of the most transformative years at Apple, Ken Kocienda was demo-ing top-secret products to Steve Jobs and penning his name with only 23 others - including Steve Jobs - on the original iPhone patent, a product that has revolutionized the way we communicate, work, and play. Learn how Ken and the Apple team built the iPhone from the ground-up at the direction of Steve Jobs' creative genius, and created one of the most renowned product experiences of our time.

How to Collect and Use Durable Data to Stay Ahead of Global Product Trends

In the age of fast data and even faster fashion, the role of durable insights has never been more critical. In a highly competitive market, learn how New Balance is getting ahead of global footwear trends and building blockbuster products for multiple buyer segments.

The Why Behind the What: Using Analytics to Improve Customer Retention

Retaining a customer is less expensive and often leads to higher lifetime value than acquiring new ones, but it’s easier said than done. Many B2B companies lean heavily on financial data and firmographics to study retention patterns – profiling patterns across industries and company sizes. In this session, you’ll learn how to augment your approach with experience data and other operational data to not only understand the key drivers of attrition but identify actions to take before it’s too late, so you can retain your most valuable customers.

How to Connect Candidate, Employee, & Alumni Experiences to Build a World-Class Talent Brand

More than ever, recruiting and talent leaders are focused on creating experiences that drive world-class talent brands but it's past time to think about the attraction of talent as something that recruiting owns. Join this session and see how leaders use always-on feedback, leadership 360s, and weave EX data into program decisions to create world-class workforces that attract top talent, create brand ambassadors, and drive the organization's mission forward.

Marrying O-Data And X-Data To Save Taxpayer Dollars

GSA is the "B2B" agency of the federal government, delivering value and savings in real estate, acquisition, technology, and other mission-support services across government. Through this session, we will share examples of how we are using an enterprise-wide Voice of the Customer program (via Qualtrics) to align feedback (X-data) from both agency customers and industry partners with operational data, informing how we design our products and services. We will also touch on the governance structure set in place to enable self-service feedback collection processes while adhering to a consistent enterprise-wide brand that minimizes survey burden to the customer.

The Path to Mastering XM Across Your Enterprise

The XM Institute surveyed hundreds of executives to understand their XM efforts and aspirations.. During this session, you’ll hear results from the study, “The State of XM,” which will help you chart your path to becoming an XM leader. The session will cover the ROI, maturity levels, and insights about what separates XM leaders from their peers.

Uncovering User Truth: Fusing Data Science and User Research at Spotify

Spotify’s product insights team combines user research and data science to gain rich insights that fuel product decisions. This talk uses a case study of combining a qualitative diary study (administered through Qualtrics) and a behavioral data dashboard. This mixed methods approach drives a holistic understanding of both when and, more importantly, why people engaged with a new ads feature.

9 Ways to Drive Campus-Wide Qualtrics Adoption

Learn how A.T. Still University drives adoption across multiple user groups and campuses by celebrating Qualtrics. Packed with practical tips, this session will give you the needed know how to replicate their success for your own campus.

How to Transform Qualitative Problems into Quantitative Solutions

Learn how Duval County Public Schools takes an innovative approach to increase math specialist effectiveness through a qualitative solution with amazing results. Find out how to apply this breakthrough-thinking to similar challenges in your district.

EX Customer Showcase: How Top Organizations Use Qualtrics to Power EX & People Analytics Programs

Join this "open house" session to get insights into how Coca-Cola, Rogers, and Nuance are building programs that attract talent, measure engagement, create exceptional employee experiences, and ultimately produce measurable business results like lower employee attrition, strong employer brands, etc. After a brief introduction to each organization’s program, we’ll host a Q&A.

Beyond marketing: Experience reimagined

The new world of marketing is personalized, contextualized, and dynamic. Increasingly, this world is no longer orchestrated by creative agencies, but by chief marketing officers partnering with in-house technology organizations. Together, CMOs and CIOs are building an arsenal of experience-focused marketing tools powered by emerging technology to transform marketing from a hunch-driven exercise to one that is grounded in data. Join us to learn how experiential marketing, analytics and cognitive capabilities, and experience management tools can work together to bring us closer to truly unique engagement with customers.

Creating Love: How Experiences Take Flight at Alaska Airlines

Brands are now being defined by the relationship and experiences they have with customers, and ultimately how they make people feel. As such, brands must define themselves beyond the traditional product offering and must provide experiences that make customers feel good. Join Kantar and Alaska Airlines to learn more about embodying your brand promise with remarkable customer experiences, and how Alaska Airlines is delivering exceptional experiences to be the airline people truly love.

Seven Secrets of Storytelling Success with Data

SESSION WILL REPEAT AT 4:30 IN SAME ROOM // Analyzing your data is simply the first step. How then do you communicate that to the people who can act on this information? Stanford's JD Schramm will provide participants a simple 7-step method for effective storytelling. Learn best practices for speaking, writing, and illustrating your data so you can create change inside your organization.

Backstory on a Breakthrough Brand: How T-Mobile’s Uncarrier Revolutionized the US Wireless Market

There are very few moments of truth when insights, brand, and business must come together to keep a company alive. Learn how T-Mobile partnered with Prophet to develop deep research and unlock uncommon insights to deliver a breakthrough brand experience that propelled T-Mobile to growth – and revolutionized the wireless industry in the US.

If You Build It, They Will Come: Integrating Qualtrics into Healthcare

As health care and its complexity evolve, optimizing the patient experience evolves as well. Attendees will learn strategies to customize surveys and data collection for unique patient populations using feedback from surveys to improve the health care experience through real time service recovery as well as address safety, quality and employee engagement and recognition. In addition, we will share how the flexibility of Qualtrics has allowed us to optimize processes and resources through data collection tools, ability to better navigate the world of mandatory reporting and development of purposeful rounding tools. Finally, with the use of Qualtrics, we have engaged our workforce and leaders in the survey process, analysis of data and accountability for results.

How Elevating Human Experience Fuels Business Growth

Do you ever lie awake at night and wonder what all of this disruptive technology and artificial intelligence is doing to our humanity? I can’t think of a company that isn’t trying to become more ‘customer obsessed’ or ‘employee friendly’. But we don’t wake up as customers or employees; we wake up as humans and all of our messy lives. Many of us are starting to distrust the very technologies that are omni-present in our homes, running our cities, and in the palm of our hands. In this talk, Amelia Dunlop, the leader of Deloitte Digital’s Customer Strategy and Applied Design business, will explore new research on the importance of connecting to human values to find new sources of growth at a time when many of us are increasingly demanding that we have not just our functional customer or employee needs met, but also our fundamental human need to feel seen, valued, and heard.

Brand Tracking Made Easy: Make Better Decisions Faster with an Insourced Program and Insights

Brand Tracking isn't just about your brand's past, it's about your business' future. And software allows you to track more easily and accurately than ever before. Here's how new thinking in brand tracking predicts where you're headed next.

Creating Moments in Culture

Brands that truly create culture, not just reflect culture, have the edge. Greg Dzurik, VP of Marketing & Innovation at Collider/Yum! Brands will share why creating moments in culture matters for brands today, what it takes for brands to do it, and different routes brands can take to create cultural moments that stick.

How to Capitalize on the Evolution of Actionable Insights

You have data-driven insights, but how do you use them? The XM Institute has researched how high-performing organizations put their customer and employee insights to use. During this session, you’ll learn the path for maturity in building an action-oriented insights program and hear best practices you can put to use right away.

Five Elements for Building a World-Class Marketing Research Practice

An experienced research leader's guiding principles for building credible and effective research teams.

Fake Doctors, Real Results: How to Use Insights to Drive Breakthrough Ad Campaigns

Cigna takes you inside their groundbreaking "Fake Doctors Real Results" broadcast campaign and reveals how your insights can drive a powerful brand experience.

Optimizing the Student Experience through Course Evaluations

Understanding course evaluations is an important element of understanding the student experience. See how Winston-Salem State has fine-tuned its program to give students a voice for each course – from always-on feedback to traditional evaluations for self-paced and time-limited classes. Learn how to apply these methods for your own organization.

Small Team, Big Insights via a Health System Brand Tracker

Brand perception has many layers in healthcare. Understanding what consumers know, think, and believe about their healthcare providers is critical in today’s environment. Novant Health will discuss their journey in the last two years to move from a syndicated brand tracker to a powerful, flexible, and cost-effective in-house program. They will highlight metrics that matter, getting executive buy-in, and how to shape advertising strategy in a way that resonates.

The Future of Student Experience in Higher Education

Every year, higher education institutions lose $17 billion as a result of poor campus experience. Learn about best-practice methodology and technology to design a best-in-class Student Experience program and how to embed it within your organization.

Seven Secrets of Storytelling Success with Data

REPEAT OF PRIOR SESSION IN SAME ROOM // Analyzing your data is simply the first step. How then do you communicate that to the people who can act on this information? Stanford's JD Schramm will provide participants a simple 7-step method for effective storytelling. Learn best practices for speaking, writing, and illustrating your data so you can create change inside your organization.

The $6 million decision: Turning an imminent loss into a long-term win.

Learn how the Iowa City Community School District faced down a $6 million budget shortfall and navigated a potential employee layoff situation by using an innovative approach to employee engagement.

Radical Reconciliation: Confronting Gender Injustice at Work.

Using experiences from her own career that left her gobsmacked, Kim Scott, author of the New York Times-bestselling Radical Candor, confronts one of today's most pressing experience breakthroughs. She breaks the problem of gender injustice down into its component parts: bias, belief, bullying, discrimination, harassment and violence. The talk will define each and guide you to the most effective way to confront each. Each of us has an essential role to play, and she examines the different obligations that leaders, up standers, perpetrators, and victims have to confront injustice at work.

Managing Research at Scale: How to Implement Enterprise Wide Governance

The average enterprise has thousands of employees collecting feedback using a variety of research tools often invisible to IT - leading to security risks, inefficient workflows and exposure to GDPR penalties. Join Qualtrics' head of platform security to learn how you can build governance around your organization's research footprint without compromising on security, data privacy or compliance. Learn best practices in user management, brand governance, admin controls, policy governance, and cost management. Learn how United Health Group was able to apply these best practices and standardize their experience management programs under one platform.

Standardizing Enterprise Research

The Mayo Clinic will be presenting on standardizing research across the enterprise. The Mayo Clinic will be sharing their journey and best practices in establishing one central data collection platform.




Barack Obama

Sir Richard


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X4 is an unforgettable conference experience wholly dedicated to helping you and your organization use experience management to achieve breakthroughs. Here’s what to look forward to:

  • A bucket-list-worthy lineup of main stage speakers will break down pivotal moments in their careers
  • Leading brands will share the secrets to their experience management successes
  • Networking with some of the brightest minds in your field
  • Returning home with an actionable vision to transform your organization

The 2020 X4 Summit will take place in beautiful downtown Salt Lake City, Utah. We are thrilled to have you back at the Salt Palace Convention Center.

The majority of the summit, including basecamp training, keynotes, breakout sessions, and evening events, will be hosted at the Salt Palace and other conference space within walking distance. Evening events will include the X4 kickoff reception and parties, while the main concert will happen at the nearby Vivint Smart Home Arena, home of the Utah Jazz..

Check-in for the conference begins Tuesday, March 10 at 10:00am at the Salt Palace Convention Center. Check in early to miss the rush!

Check-in will also be open on Wednesday at 7:00am and Thursday at 8:00am.

Of course! Qualtrics has reserved a special conference rate for our attendees. Rooms are available on a first-come, first-serve basis, so book early to guarantee your discount as hotels will absolutely sell out. All hotels are located in downtown Salt Lake City. Most hotels are within walking distance to the Salt Palace. If you have questions you can reach out to . To reserve your hotel, use the links below.

All X4 attendees need to have a ticket. Tickets include access to all mainstage, breakout, social, and entertainment sessions.

Public transportation to and from the Salt Lake City International Airport is available through the Utah Transit Authority. You can also use the new “Green Line” on TRAX (Salt Lake City’s light rail system) that runs to and from the airport. The Green Line leaves the airport every 15 minutes on weekdays and every 20 minutes on weekends. The TRAX stop is located at the south end of Terminal 1. TRAX drops off directly in front of the Salt Palace Convention Center.

Taxi cabs are also available at the airport when you arrive. Uber and Lyft also serve the airport and all of Salt Lake City. All our preferred hotels are a 10-15 minute drive from the airport and the one-way cab fare will be approximately $22-$25 USD.

At the airport, you can find shuttles at the All Resort (Premier) kiosk located across from baggage claim 4 in Terminal 1 and baggage claim 8 in Terminal 2. You may visit the website for rates and reservations:

Depending on your hotel, complimentary shuttles may also be offered from the Salt Lake City International Airport. This can be confirmed by calling your hotel directly.

No, Qualtrics Certification is not part of X4 2020. However, you may purchase the online training for Qualtrics Certification separately at

There are a limited number of seats in each XM Basecamp course. You may request a change before December 31, 2019 by emailing; your request may not be honored depending on the current course capacity. Requests received after December 31, 2019 will not be honored.

Casual, business casual, black tie – just have a comfortable experience. Heck, our CEO always wears sneakers. The attire for the entertainment activities on Wednesday and Thursday evenings is casual.

If you are unable to attend X4 Summit, you may transfer your registration to another person by sending an email to with the new Attendee's name and contact information by Friday, February 7, 2020 at 11:59 pm MST. Substitutions requested after this date may be subject to a US $100 transaction fee.

All X4 Summit registration, training, and certification cancellations must be received in writing. Email your cancellation request to For a full refund, cancellations must be received by 11:59 p.m. (MST) on January 17, 2020. For a 50% refund, cancellations must be received between 12:00am (MST) on January 28, 2020 and 11:59 p.m. (MST) on February 6, 2020. No refunds will be given for any termination notice provided after 11:59 p.m. (MST) on February 6, 2020.

Hotel reservation cancellations and substitutions must be arranged directly with your hotel. Hotel cancellation policies may vary.

Yes! Your pass includes morning coffee, lunches, and dinners beginning Tuesday night through Thursday night.

Contact and we'll be happy to answer your questions.

There are very limited opportunities to speak at X4, but we would welcome your application. Please use this link.