Qualtrics uses AI to accelerate market research

"Using a custom-trained LLM, organizations can simulate how consumers respond to research questions. This model is built on a foundation of over 200 million international respondents. According to the company, this delivers up to twelve times greater accuracy than general language models."

"Brad Anderson, president of products at Qualtrics, emphasized why this is necessary. He estimates that only about 2 percent of the feedback companies receive actually leads to action. Not because its importance is underestimated, but because humans lack the capacity to process all the information."

"The Research Hub creates a searchable knowledge base of previously conducted research. Teams can ask questions about their research history and receive summarized answers and recommendations in return. This prevents duplicate work and ensures that valuable insights, scattered across departments, are not lost."

Qualtrics introduced synthetic consumer panels and a Research Hub platform to address critical market research challenges. The synthetic panels use a custom-trained language model built on 200 million international respondents to simulate consumer responses to research questions, delivering twelve times greater accuracy than general language models. The Research Hub creates a searchable knowledge base of previously conducted research, allowing teams to retrieve insights and prevent duplicate work. These tools address the core problem that only 2 percent of customer feedback leads to action due to human capacity limitations in processing millions of annual responses. The synthetic panels are available in the U.S. market with international expansion planned for 2026.

Read at Techzine Global