ROI Rocket is B2B Partner for Qualtrics Edge Audiences

Qualtrics has partnered with B2B panel data specialist ROI Rocket, combining the panels with Qualtrics' synthetic Edge Audiences solution to promise traditional research rigor, at speed.

Boston, MA-based ROI Rocket provides consumer, B2B and healthcare panel data, technology and market research services, boasting deep expertise in complex B2B recruitment, CATI methodologies and panel management.

Experience Management specialist Qualtrics unveiled Edge Audiences in August, as a flexible research panel offering combining traditional and synthetic panels. The service was launched in association with PureSpectrum, which serves as the consumer panel partner. ROI Rocket will now incorporate Edge Audiences as its exclusive synthetic offering across complex B2B research programs, and become a B2B data provider for the model - a similar two-way relationship to that Qualtrics has with PureSpectrum.

With the ROI Rocket panel infrastructure tightly integrated with Edge, clients can decide what mix of real human and synthetic responses they want on each project.

Tim Wilson (pictured), Senior Partner at ROI Rocket, comments: 'Synthetic research in B2B has been limited by a fundamental reality: AI models are only as good as the data used to train them. We built our reputation on verified access to real business decision-makers. Partnering with Qualtrics allows us to extend that strength into the synthetic realm - delivering B2B insights that are faster and more scalable without sacrificing the quality our clients rely on.' Ali Henriques, Executive Director of Qualtrics Edge, adds: Research teams using purpose-built AI for market research have greater business impact and win more budget. This partnership brings the speed, scale, and efficiency of trusted synthetic research to ROI Rocket's complex, verified B2B audiences to deliver critical insights modern businesses need to succeed.'

The firms are online at www.roirocket.com and www.qualtrics.com .