Qualtrics announced a series of product enhancements last week at X4, including the renaming of its Strategy & Research suite to Market Research and the expansion of its synthetic audiences from quantitative survey-like interactions to qualitative conversational personas. But beyond product updates, a key message of the event was that in the age of AI, differentiation won’t come from who moves first — it will come from who has the right context.  

Here are my three takeaways: 

      1. Research bridges the gap between data and action. Across keynotes and sessions, leaders emphasized that AI is an accelerator, not the strategy, and that without the right context you will scale the wrong activity. I can’t agree with this more! This is exactly why I advise organizations to pay extra attention to their research functions and evolve their research teams to use AI effectively to deepen customer understanding and inform decision-making—not to use AI just for the sake of it and rush decisions. 
        Qualtrics also recognizes the role of research in understanding the customer context, and that’s why it continues investing in synthetic audiences and its Market Research product. Despite the name change, the product still includes UX research capabilities with more improvements on the road map.  
      2. Synthetic audiences are expanding. What differentiates Qualtrics from other key players in the experience research space is its synthetic panel. Qualtrics is investing heavily in this area and it was a major focus at X4. Synthetic audiences have only been available through survey based formats, but Qualtrics is now also in early release with more conversational, qualitative formats — including virtual personas. 
        However, this technology is still developing and there’s a lot to learn and experiment with for Qualtrics and its users. What I appreciated this year was that Qualtrics leaders provided clear, repeated guidance on how this tool works and its limitations. The general guidance is to use synthetic audiences for directional feedback, which I agree with.  
      3. Empathy and emotion still matter despite AI. Several speakers emphasized that how customers feel has a greater impact than functionality, and experiences are defined by how customers feel. That brings the conversation full circle: As AI accelerates taking action, understanding the customer context though rigorous research and quality data determines whether organizations create better experiences.

      Let’s connect 

      If you would like to discuss these themes or compare notes from X4, I’d love to connect! You can set up a conversation with me here. You can also follow or connect with me on LinkedIn if you’d like.