Synthetic Extension for Qualtrics, PureSpectrum Alliance

Experience management (XM) giant Qualtrics has extended its partnership with MR data and tech firm PureSpectrum, to develop and launch advanced synthetic research capabilities.

PureSpectrum was launched in 2016 by former Cint US MD Michael McCrary and is headquartered in Westlake Village, California. The company offers programmatic solutions for sampling, survey automation, and data quality management, including a programmatic marketplace and sample management platform. The latter includes a respondent-level scoring system called PureScore, designed to block 'low-quality' respondents from taking surveys; as well as anti-fraud features PureText and PurePrice. Provo, Utah-based Qualtrics, which returned to private ownership two years ago, provides solutions for clients to continually assess and improve the four 'core experiences': Customer, Employee, Product and Brand.

The companies already work together, with the PureSpectrum Marketplace serving as Qualtrics' exclusive quantitative panel provider, available directly in its experience platform. With the extended deal, it will now also serve as exclusive synthetic panel provider: the firm's foundational AI model, built on its own large repository of industry-specific experience data, produces synthetic responses and insights which it says reduce fielding costs by up to 50%, and accelerate time to insights from weeks to minutes. The deal will add millions of data points captured daily by PureSpectrum Training data to this, keeping it updated with the latest, evolving consumer insights. In addition, Edge Audiences, a flexible research panel offering which includes both traditional and synthetic panels, is available now through Qualtrics and is being used by clients including Booking.com and Google Labs - this will be offered through the PureSpectrum Marketplace in H2 2025.

Ali Rohani, Chief Transformation Officer, Qualtrics and founder of Qualtrics Edge, comments: '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. 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.'

'Until now, synthetic offerings have struggled to reflect human behavior because they've lacked the enriched, nuanced data required to truly understand it,' says David Butler (pictured), 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.'

The companies can be found on the web at www.qualtrics.com and www.purespectrum.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.