Qualtrics and PureSpectrum Partner to Deliver Advanced Synthetic Research Capabilities

PureSpectrum selects Qualtrics as its exclusive synthetic panel provider

Qualtrics' robust foundational synthetic model is supplemented with millions of daily data points from PureSpectrum Training Data

PureSpectrum serves as Qualtrics' exclusive quantitative panel provider available directly in the Qualtrics Platform

PROVO, Utah and LOS ANGELES, Aug. 5, 2025 /PRNewswire/ -- Qualtrics, the leader and creator of the experience management (XM) category, and PureSpectrum, the innovator in market research data quality and technology, today announced a partnership that will bring to market advanced synthetic research capabilities that accelerate time to critical market insights in a fraction of the time and cost of traditional research panels.

As market research teams adopt synthetic panels to improve the breadth, effectiveness, and speed of their research programs, the combined industry expertise, capabilities, and reach offered by Qualtrics and PureSpectrum is first-class.

Under this new agreement, PureSpectrum has selected Qualtrics as its exclusive synthetic panel provider. Qualtrics' foundational AI model produces synthetic responses and insights proven to reduce fielding costs by up to 50%, accelerate time to insights from weeks to minutes, and allow teams to significantly expand audience reach.

Qualtrics' synthetic model is built upon the company's large repository of industry-specific experience data, which ensures responses are accurate, secure, and reflect changing consumer sentiment, behavior, and expectations. As part of the agreement, Qualtrics will supplement these existing insights with the millions of data points captured daily by PureSpectrum Training data to further reflect evolving consumer insights.

This agreement extends the existing partnership between Qualtrics and PureSpectrum, where the PureSpectrum Marketplace serves as Qualtrics' exclusive quantitative panel provider available directly in the Qualtrics Platform. During this time PureSpectrum has provided industry-leading data quality, seamless onboarding experiences, and platform reliability, which has delivered continued shared success.

"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."

"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."

Edge Audiences, a flexible research panel offering which includes both traditional and synthetic panels, is available now through Qualtrics and is being used by hundreds of organizations including Booking.com and Google Labs. It will be offered through the PureSpectrum Marketplace in H2 2025.

Further information

• Learn how Qualtrics is reshaping market research with AI at the Market Insights: Unleashing AI for Market Research roadshow being held this September.
• For more information about Qualtrics Audiences: https://www.qualtrics.com/edge/
• For more information about PureSpectrum Training Data: https://www.purespectrum.com/purespectrum-training-data/

About Qualtrics

Qualtrics is trusted by thousands of the world's best organizations to power exceptional customer and employee experiences that build deep human connections, increase loyalty, and drive business success. Leveraging advanced AI and specialized experience agents, Qualtrics enables businesses and governments to proactively engage customers and employees in personalized ways across every channel and touchpoint.

About PureSpectrum

Founded in 2015 and headquartered in California, PureSpectrum is a leading market research technology company delivering innovative programmatic solutions for sampling, survey automation, and data quality management. With its PureSpectrum Marketplace and PureScore™ respondent scoring system, PureSpectrum empowers insights teams to conduct millions of high-quality interviews annually, making faster, smarter decisions possible.

Contact: 
Qualtrics: Tyler Petersen, [email protected]
PureSpecrum: Stephanie Fuess, [email protected]

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SOURCE Qualtrics, LLC