Qualtrics & PureSpectrum join forces to enhance synthetic research
Qualtrics and PureSpectrum have entered into a partnership agreement focused on expanding synthetic research capabilities for market research teams.
Partnership details
Under the terms of the agreement, PureSpectrum has named Qualtrics as its exclusive synthetic panel provider. This move will see Qualtrics' foundational artificial intelligence (AI) model, which generates synthetic responses and insights, supplement existing data with millions of data points from PureSpectrum Training Data. According to the companies, use of Qualtrics' synthetic solutions can help reduce fielding costs by as much as 50%, improve time-to-insight from weeks to minutes, and enable researchers to reach wider audiences.
The arrangement builds on the ongoing collaboration between the two companies. PureSpectrum already acts as Qualtrics' exclusive quantitative panel provider through the PureSpectrum Marketplace, available directly within the Qualtrics Platform. PureSpectrum has provided data quality standards, onboarding support, and platform reliability as part of their existing relationship.
Synthetic research adoption
The adoption of synthetic panels is increasing among market research teams seeking greater breadth, speed, and cost-effectiveness in their research initiatives. Synthetic research involves the use of AI-driven, data-enriched models to generate insights and sample responses, potentially reducing dependence on traditional fieldwork while maintaining reliability.
Qualtrics' synthetic model is supported by a large repository of industry-specific experience data, aiming to ensure the generated responses reflect current consumer sentiment and behaviour. The integration of data from PureSpectrum Training Data, which collects millions of new data points every day, is intended to further increase the relevance and accuracy of synthetic insights generated by the platform.
Executive 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 need for more nuanced data in synthetic research:
"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."
Product offerings
The agreement will also see the extension of traditional and synthetic panel offerings. Edge Audiences, a research panel solution from Qualtrics that combines both traditional and synthetic panels, is currently in use by organisations including Booking.com and Google Labs. Qualtrics has announced that Edge Audiences will also be made available via the PureSpectrum Marketplace in the second half of 2025.
The partnership aims to support the growing needs of research teams to gain timely, robust, and representative data while managing costs and expanding coverage. By integrating daily consumer insights from PureSpectrum into Qualtrics' synthetic model, both companies hope to address longstanding challenges of accuracy, depth, and practical applicability for enterprise researchers.
