Qualtrics & PureSpectrum partner to speed up synthetic research

Qualtrics and PureSpectrum have entered into a partnership to deliver synthetic research capabilities, aiming to substantially accelerate access to market insights for research teams.

Through this agreement, PureSpectrum has designated Qualtrics as its exclusive synthetic panel provider.

In return, Qualtrics will enhance its artificial intelligence model with the daily influx of training data from PureSpectrum, with the intention of improving the accuracy and reliability of synthetic research responses.

The partnership seeks to address key challenges in traditional market research, with both companies noting that this collaboration could reduce research fielding costs by up to 50% while providing almost immediate access to market insights.

These cost and time efficiencies come alongside the ability to reach wider and more diverse research audiences, supporting faster decision-making for organisations relying on market intelligence.

Agreement details

Pursuant to the partnership, PureSpectrum will serve as Qualtrics' exclusive quantitative panel provider within the Qualtrics Platform.

This collaboration builds on an existing relationship between the companies, which has already involved the integration of PureSpectrum Marketplace for access to quantitative panels.

The extended partnership continues to leverage PureSpectrum's data quality controls, onboarding processes, and platform stability.

The synthetic data framework by Qualtrics is described as being constructed with a substantial quantity of domain-specific experience data.

This foundation is designed to ensure the generated insights maintain accuracy and align with dynamic consumer attitudes and behaviours. PureSpectrum's daily training data will serve to further refine and update these insights, ensuring continued relevance in evolving market environments.

Synthetic data potential

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 organisations turn to Qualtrics for the trusted AI-generated insights and capabilities they need in it

said Ali Rohani, Chief Transformation Officer at Qualtrics and founder of Qualtrics Edge.

He added, "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 significance of enriched datasets:

Until now, synthetic offerings have struggled to reflect human behaviour because they've lacked the enriched, nuanced data required to truly understand it.

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 expansion

The partnership includes an expansion of research audience solutions.

Edge Audiences, a panel option that encompasses both synthetic and traditional respondents, is currently accessible via Qualtrics for clients including Booking.com and Google Labs.

The two companies have announced plans for this offering to become available through the PureSpectrum Marketplace in the second half of 2025, further broadening market access to these advanced research capabilities.

The alliance comes as synthetic panels gain attention among research teams for their potential to increase efficiency and breadth in study programmes.

The joint approach of Qualtrics and PureSpectrum aims to respond to demand from organisations seeking not only faster results, but also robust and current market data that can adapt in real time to shifts in consumer sentiment.

Qualtrics' AI-driven model, enhanced through daily PureSpectrum data inputs, is set up to produce responses that reflect ongoing changes ixfauustrn consumer behaviour, while reducing dependence on traditional, more time-consuming data gathering methods.

This approach is intended to benefit organisations needing to rapidly adapt to market movements.

The companies indicate that the partnership leverages their combined expertise to deliver an end-to-end suite of insights solutions for businesses and research organisations, focused on data security, trustworthy results, and scalability across sectors.