Qualtrics expands AI and market research tools

Qualtrics said that AI capabilities within its Strategy & Research Suite would offer access a 35-million person panel, carry out moderated interviews online, capture feedback from video recordings and bring together data points from research and feedback across an organisation in one searchable research management system.

The features, which straddle quantitative and qualitative research, would help organisations identify key patterns, themes and sentiments from customer feedback while reducing effort in transcription and analysis, according to the company.

Brad Anderson, president of product, user experience and engineering at Qualtrics, said: “Organisations need an always-on research platform in order to stay competitive, spot trends and seize market opportunities.

He added that the new features would mean that “businesses can make the most of every insight in order to make strategic decisions about future product, service and experience choices that attract new customers and increase revenue”.

Artificial intelligence (AI) features developed by Qualtrics include Qualtrics Assist, an AI agent that offers organisation-wide insight into the customer and employee experience via the use of an interactive dashboard to respond to feedback.

Conversational feedback, which uses AI to analyse survey responses and generate personalised follow-up questions, has also been launched, and will use context from answers provided to identify incomplete responses and prompt respondents to offer more specific and actionable answers.

The company has also added ‘intelligent summaries', which offer overviews of customer and employee feedback and market research.

The new additions follow a commitment made by Qualtrics in 2023 to invest $500m in AI innovation over the next few years.

Other features include Frontline Locations Assist – which analyses customer feedback to recommend steps managers should take to improve their customer experience – and a new AI-supported review and ticket response suggestion system, with Qualtrics Digital Experience Analytics adding a hub to help improve digital experiences.

Within the company’s XM for Employee Experience platform, new features use machine learning to identify employees at risk for attrition, summarise employee feedback into personalised recommended actions for managers, and recognise behavioural signals impacting engagement and productivity.

Zig Serafin, chief executive at Qualtrics, told the Qualtrics X4 conference in Salt Lake City: “Experience management with Qualtrics AI delivers humanised intelligence. It makes it possible for an organisation to build an understanding of every customer and employee to create human connection at scale, so that your products and services and personalised experiences feel tailored to their needs and their preferences.

“This helps engender deep loyalty among the many, not just the few, and that attracts new customers and employees while also driving down the costs to serve both.”