Market Research

Learn from the innovators putting research at the heart of their organization’s transformation

At X4 Summit 2020, you’ll get the inside track on the methodologies and technologies driving some of the world’s most important breakthroughs.

Come hear how leading researchers

  • Deliver breakthrough insights at every level of the organization
  • Enable everyone from the c-suite to the frontline with high-quality data and insights to inform every decision
  • Transform the entire organization with X-data from every interaction, available on demand
  • Use breakthrough insights to design and deliver experiences that differentiate from the competition and disrupt their industries

60+ Breakthrough Sessions
Including:


Fake news killed the research star

Sunshine Hillygus, PhD //
Director, Initiative on Survey Methodology

In a ‘post-truth’ era of alternative facts, trolls and bots, learn how the best researchers guard against hijacked surveys and skewed results.

Using experience insights to stay in front

Ana Rocca //
Head of US Research & Insights

The Uber platform facilitates countless experiences for riders and earners. Learn how data and insights drive everything from new product breakthroughs like Uber Comfort to driver loyalty programs to keep Uber ahead of the game.

The science of stories that break through

David Hobbie //
Director, International Research

Storytelling is part art, part science — learn how ESPN has perfected the balance using qualitative and quantitative research to create engaging, differentiated content.

Bettering the experience for 68M fans

Scott Harris //
Strategic Research

Major League Baseball turned to AI and X-data to get to breakthrough insights. Hear how it’s enabled them to improve response rates and deliver better experiences for more than 68 million fans.

When data tells the story, change happens

JD Schramm //
Lecturer, Strategic Communication

Storytelling has the power to transform your insights into action. Stanford’s Dr. JD Schramm reveals his storytelling secrets that can turn data into impactful change.

Breaking the algorithm to create better experiences

Edwin Wong //
SVP, Vox Media

We consume 12+ hours of media a day — but how can those experiences impact people’s real lives, and not just their social networks. Learn how Vox Media is using data and insights to enter a new era of ‘activating’ consumers.

Agenda


Tuesday 10

8:00AM-9:00AM

Registration & Light Breakfast for Basecamp Attendees

9:00AM-12:00PM

XM Basecamp Live (Morning Session)

12:00PM-2:00PM

Lunch & Networking for Basecamp Attendees

2:00PM-5:00PM

XM Basecamp Live (Afternoon Session)

7:00PM-9:00PM

X4 Warehouse Party for All Attendees

Wednesday 11

7:00AM-7:00PM

Registration open

9:00AM-12:45PM

Keynotes

12:45PM-2:00PM

Lunch

2:00PM-5:00PM

Breakout sessions

7:00PM-10:00PM

5 For The Fight Night

Thursday 12

8:00AM-5:00PM

Registration open

9:00AM-12:30PM

Keynotes

12:30PM-2:00PM

Lunch

2:00PM-5:00PM

Breakout sessions

8:30PM-10:30PM

Concert

Friday 13

Friday optional activities will be announced 1/23

Experience more at X4


Breakthrough
Sessions


Choose from over 60 breakout sessions led by the world’s most iconic experience brands as they share the tips and tricks behind breakthrough customer, employee, brand, and product experiences.

X4 Warehouse Party
and Private Concert


2019 attendees partied warehouse-style with food trucks, Tony Hawk and a giant half-pipe, and a private concert by Imagine Dragons. Stay tuned for this year's lineup.

Expand your
Network


Build lasting relationships and share ideas with executives and XM practitioners from the world’s most iconic experience brands.

5 For The
Fight Night


Join us at Fight Night for an unforgettable evening featuring a street-style dance off, freestyle rap battles, big prizes, and a whole new way to participate in the fight against cancer.

XM Basecamp
Live


This add-on provides a full day of hands-on training to help you master the skills needed to design, launch, and mature your XM program. Choose from 20 different courses led by our XM Experts.

LEARN MORE

Get more out of X4

Become an X4 Insider and be entered to win VIP concert seating

Thank You

FAQs


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 mainstage 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 at the Salt Palace Convention Center in downtown Salt Lake City, Utah. The address is 100 S W Temple, Salt Lake City, UT 84101. 

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.

The Summit Pass is $1799 and includes 2 days of keynotes, breakout sessions, networking, entertainment, concerts, and food. You can also add on XM Basecamp Live Training for an additional $499.
All X4 attendees need to have a ticket. Tickets include access to all mainstage, breakout, social activities, and entertainment sessions.
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 x4summit@qualtrics.com. To reserve your hotel, use the links below.
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: http://www.premier-transportation.com/ 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 www.qualtrics.com/certification.
There is a limited number of seats in each course. You can request a change before February 7, 2020 by emailing certification@qualtrics.com; we’ll do our best to accommodate any requests, but please note this will depend on the current course capacity. Find out more about XM Basecamp Live courses >
You will be able to sign up for breakout sessions through the conference app which will be released mid-February. 
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. You can update the ticket with new registrant information via the “Manage Registration Details” link in your confirmation email by Friday, February 7, 2020 at 11:59 pm MST. Substitutions requested after this date may be subject to a $100 US transaction fee. All X4 Summit registration, training, and certification cancellations must be received in writing. Email your cancellation request to x4summit@qualtrics.com. For a full refund, cancellations must be received by 11:59 pm MST on January 17, 2020. For a 50% refund, cancellations must be received between 12:00am MST on January 28, 2020 and 11:59 pm MST on February 6, 2020. No refunds will be given for any termination notice provided after 11:59 pm 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 x4summit@qualtrics.com and we’ll be happy to answer your questions.
Thank you for your interest! Unfortunately we are no longer accepting speaker applications for X4 2020.
As the leader in Experience Management, we’re hyper-dedicated to making every interaction with Qualtrics a great experience. X4 attendance has grown and is projected to grow substantially every year. We’re proud of how successful Experience Day has been in the past, but realize that with so many people participating in something that has so many variables outside our control (weather, resort availability, traffic, etc) that we can no longer guarantee a great experience for every attendee. Although we have decided to shift those resources to other experiences at the event, we are also mindful that skiing and snowboarding is a big draw for Salt Lake, so we will be providing recommendations and information to any attendees interested in hitting the slopes.