Qualtrics and PureSpectrum have forged a strategic partnership aimed at enhancing synthetic research capabilities.

As part of the agreement, PureSpectrum has designated Qualtrics as its exclusive synthetic panel provider. This collaboration is set to integrate PureSpectrum's daily training data into Qualtrics' artificial intelligence model.

The partnership is expected to significantly reduce fielding costs, with claims of up to a 50% reduction, and aims to deliver near-instant insights. From the second half of 2025, Edge Audiences, which include both synthetic and traditional panels, will be accessible via the PureSpectrum Marketplace.

Qualtrics' synthetic model is built upon a substantial repository of industry-specific experience data. This new agreement builds on an existing relationship where PureSpectrum serves as Qualtrics' exclusive quantitative panel provider. Qualtrics' flagship is its experience management (XM) capabilities, while PureSpectrum is noted for its market research data quality and technology.

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

"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, highlighted the challenges faced by synthetic offerings in the past, saying, "Until now, synthetic offerings have struggled to reflect human behaviour because they've lacked the enriched, nuanced data required to truly understand it."

Butler also praised the capabilities of Qualtrics, stating, "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, which are part of this initiative, are already being utilised by organisations such as Booking.com and Google Labs.