In a world where speed, scale, and precision define competitive edge, Qualtrics and PureSpectrum are cutting the lag time out of market research—literally.

Qualtrics, the pioneer of experience management (XM), has partnered with PureSpectrum, a leader in data quality and market research tech, to launch next-gen synthetic research capabilities. Their shared goal? Shrink weeks of panel-based research into minutes of AI-driven insight—without compromising data fidelity or nuance.

This marks a major step forward in AI-powered market intelligence, especially as research teams seek faster, more cost-effective ways to understand dynamic consumer behavior.

The Shift to Synthetic Panels

Under the partnership, PureSpectrum will adopt Qualtrics as its exclusive synthetic panel provider, combining PureSpectrum’s expansive training dataset with Qualtrics’ proprietary AI models. The result: synthetic insights that mirror real-world sentiment, derived from vast industry-specific data.

Key outcomes companies can expect:

• Up to 50% reduction in research costs

• Time-to-insight slashed from weeks to minutes

• Expanded audience reach beyond traditional panels

For an industry built on sample accuracy, response integrity, and behavior modeling, synthetic panels represent both a disruption and an evolution—especially when built on rich, real-time datasets like those from Qualtrics and PureSpectrum.

AI-Generated Insights That Don't Feel Artificial

Qualtrics’ synthetic engine draws from its massive repository of industry-specific experience data to simulate realistic human responses. And thanks to the new partnership, it’s now being enhanced with millions of behavioral data points PureSpectrum captures daily—feeding a loop of continuously evolving, human-like insight.

“Synthetic data represents a powerful new era of market intelligence,” said Ali Rohani, Chief Transformation Officer at Qualtrics and founder of Qualtrics Edge. “With PureSpectrum, we’re unlocking AI-generated insights researchers can trust to guide business-critical decisions.”

It’s a bold claim—and one the companies back up with more than marketing hype. Their Edge Audiences offering, which blends traditional and synthetic panels, is already in use by giants like Booking.com and Google Labs, with full availability in the PureSpectrum Marketplace coming H2 2025.

Why This Partnership Matters

The challenge with most synthetic research has been fidelity—models that sound convincing, but lack the nuance and subtlety of real human behavior. According to David Butler, President of PureSpectrum, that’s changing.

“Until now, synthetic offerings have struggled because they lacked enriched, nuanced data. But with Qualtrics’ capabilities and our training data, this offering is unparalleled in reliability and precision,” said Butler.

The partnership also deepens a longstanding collaboration between the two companies. PureSpectrum is already the exclusive quantitative panel provider within the Qualtrics Platform, delivering trusted data, seamless onboarding, and platform reliability.

With synthetic research moving from theoretical to tactical, this launch puts both Qualtrics and PureSpectrum at the frontlines of a broader shift in how insights are generated, scaled, and acted upon.

And in a business world that waits for no one, that speed may be exactly what market leaders need to stay ahead of the curve.

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