Qualtrics & PureSpectrum expand partnership for AI market insights
Qualtrics and PureSpectrum have announced an expanded partnership to introduce advanced synthetic research capabilities intended to accelerate and reduce the cost of market insights.
The partnership designates Qualtrics as the exclusive synthetic panel provider for PureSpectrum, integrating Qualtrics' AI-driven synthetic model into PureSpectrum's technology platform. The collaboration will see synthetic panels launch via the PureSpectrum Marketplace in the second half of 2025.
Agreement details
Pursuant to the agreement, Qualtrics' foundational synthetic model, capable of generating AI-driven responses and insights, will be enhanced with data from PureSpectrum's Training Data - millions of continuously gathered data points designed to capture shifts in consumer behaviour and sentiment. This aims to ensure that synthetic responses remain relevant, accurate, and reflective of evolving industry trends.
According to both companies, this integration is set to reduce the time required to obtain market research insights from weeks to minutes, and lower associated costs by up to 50%. The partnership also seeks to widen audience reach, offering expanded possibilities to organisations conducting market research.
The partnership builds on an existing arrangement where PureSpectrum delivers quantitative panel data directly within the Qualtrics Platform. Since the beginning of their collaboration, PureSpectrum has provided data quality and reliability that has underpinned shared commercial results for both firms.
Industry adoption
The roll-out of synthetic panels has already begun to drive results for organisations such as Booking.com and Google Labs, which utilise Qualtrics' Edge Audiences solution. Edge Audiences includes both traditional and synthetic panels and is currently available through Qualtrics, with further distribution via the PureSpectrum Marketplace planned.
Leadership perspectives
Synthetic data represents a powerful new era of market intelligence and decision-making in business, and we're seeing incredible momentum as the world's leading companies and research organizations turn to Qualtrics for the trusted AI-generated insights and capabilities they need in it," said Ali Rohani, Chief Transformation Officer, Qualtrics and founder of Qualtrics Edge. "By combining the leading power, expertise, and reach of Qualtrics and PureSpectrum, market researchers now have rapid access to reliable, secure, and current synthetic insights they can trust to guide and inform business critical programs.
David Butler, President of PureSpectrum, commented on the new capabilities offered by the partnership and the challenges historically faced by synthetic research solutions.
Until now, synthetic offerings have struggled to reflect human behavior because they've lacked the enriched, nuanced data required to truly understand it," said David Butler, President of PureSpectrum. "Built upon decades of expertise and insights, Qualtrics' synthetic research capabilities are first-class - and combined with PureSpectrum Training Data will create a synthetic offering unparalleled in reliability and precision.
Technical integration
Under the arrangement, Qualtrics' synthetic panel model is underpinned by a repository of industry-specific experience data, designed to ensure security and accuracy. The data pool is supplemented daily by millions of records from PureSpectrum's Training Data system, creating a continually updated overview of consumer sentiment and behavioural patterns.
The integration of these systems is intended to provide market researchers with a secure and reliable means of accessing synthetic insights, increasing both the speed and scope of research activities at organisations across various sectors.
Future availability
The companies indicated that the expanded synthetic panel functionality would be available to a broader client base through the PureSpectrum Marketplace from the second half of 2025. The solution is currently in use at select clients, with plans to extend access as development continues.
Qualtrics and PureSpectrum both identify the growing demand for faster, lower-cost, and more reliable market intelligence as the impetus for their collaboration, aiming to help businesses make quicker, data-informed decisions in highly competitive environments.
