Qualtrics
Enterprise SaaS for experience management, feedback analytics and workflow action.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Qualtrics International Inc.
- Entity type
- COMPANY
- Founded
- 2002
- Headquarters
- United States
- Company size
- >5,000
- Market role
- B2B SaaS Provider
- Official website
- qualtrics.com
What Qualtrics does
Qualtrics operates a B2B SaaS model built around a central experience management platform and modular solution suites. It creates value by helping organisations gather structured and unstructured experience data, convert it into analytics and operational insight, and automate actions that improve customer retention, employee engagement, product decisions and service performance. The model benefits from enterprise-wide land-and-expand dynamics, where an initial department deployment can extend into additional functions and modules.
Category differentiation
Qualtrics is not just a basic survey tool; it is a broader enterprise experience management platform spanning CX, EX, research and workflow actioning. It should also be distinguished from general CRM suites, which focus on customer records and sales processes rather than dedicated experience measurement and feedback analytics.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Qualtrics is a US enterprise software company providing a cloud-based experience management platform used to collect, analyse and act on customer, employee, product and research data. Its XM Platform combines survey inputs, behavioural signals, conversational data and workflow automation to help organisations measure sentiment, identify friction, predict outcomes and trigger operational responses across customer experience, employee experience and market research use cases. The business primarily sells subscription software to enterprises and professional teams such as CX, HR, insights, digital and contact centre functions. Revenue is generated through recurring SaaS contracts, with pricing typically customised by module, usage, user volume and feature tier, alongside implementation, integration and advanced analytics add-ons. Qualtrics has broadened its capabilities through acquisitions in conversational analytics, orchestration and healthcare experience data.
Company news briefing
Briefing updated:
As the customer experience management market consolidates around outcome-driven value following its acquisition of Press Ganey Forsta, Qualtrics continues to expand its ecosystem through third-party integrations like Dovetail's AI platform. Meanwhile, company research highlights ongoing enterprise challenges, noting that AI-powered customer service fails at nearly four times the rate of other AI uses amid broader industry shifts toward balancing automated tasks with human support.
Business model & monetisation
Qualtrics monetises through recurring software subscriptions for access to the XM Platform and its solution suites, typically sold on custom enterprise contracts. Pricing combines licence tiers with usage-based or interaction-based elements, with charges influenced by users, employee counts, feature bundles, analytics depth and workflow volume. Additional revenue can come from implementation, integrations and premium analytics or specialised modules.
- XM Platform subscriptions
- Software Subscription
- Customer Experience and Employee Experience suites
- Software Subscription
- Market Research solutions
- Software Subscription
- Implementation, integrations and advanced modules
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Medallia
Enterprise software for experience management and customer insight workflows.
- NICE
Enterprise cloud software for contact centres, automation and CX analytics.
- QuestionPro
B2B survey, research and experience management software platform.
Side-by-side comparisons
Subsidiaries & acquisitions
- InMoment
Enterprise platform for feedback, experience analytics and action management.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Zendesk Names Rachita Sundar as CFO
Hiring · Recorded impact score: 1/5
Zendesk announced the appointment of Rachita Sundar as Chief Financial Officer, effective September 28, 2026. Sundar, who brings over 20 years of experience in finance and operations at technology companies including Microsoft Azure, HubSpot, and Qualtrics, succeeds Julie Swinney, who transitions to Chief Administrative Officer and executive sponsor of Zendesk's Employee Service business. At Qualtrics, Sundar helped finance and close the $6.75 billion acquisition of Press Ganey Forsta. CEO Tom Eggemeier highlighted her financial rigor and operational expertise as Zendesk scales toward a multi-billion-dollar AI business.
- Rachita Sundar appointed CFO of Zendesk, effective September 28, 2026.
- Sundar has over 20 years of experience at Microsoft Azure, HubSpot, and Qualtrics.
Consumers Trust AI Advice but Not AI Purchases
Consumer Trends · Recorded impact score: 2/5
A survey by ACI Worldwide of over 3,300 U.S. and U.K. consumers reveals that only 7% of fashion shoppers would allow an AI assistant to make purchases without approval, while 53% are uncomfortable with AI making purchases on their behalf. Consumers value AI for tasks like price drop alerts and cross-retailer comparisons, but want to retain control over final purchase decisions. The article highlights that retailers can build loyalty by embedding AI assistants in their apps for order tracking, returns, and promotions. Privacy concerns remain significant, with 53% of global consumers worried about AI-enabled support posing privacy risks, according to Qualtrics XM Institute. Experts suggest framing AI as a 'better editor' that narrows options rather than a decision-maker, emphasizing the importance of trust and transparency.
- Only 7% of fashion shoppers would allow an AI assistant to make purchases without approval.
- 53% of consumers are uncomfortable with letting an AI assistant make purchases on their behalf.
Why Conversion Metrics Can't Prove AI Checkout Worked
E-Commerce · Recorded impact score: 2/5
CMSWire published an analytical piece arguing that traditional conversion metrics fail to confirm whether an AI-assisted checkout actually produced a valid order. The author introduces a three-metric model: Qualification Rate, Clean Commit Rate (CCR), and First-Pass Clean Commit Rate (FP-CCR), to measure intent legitimacy, order correctness, and process efficiency. The article cites Adobe data showing AI-sourced retail traffic grew 393% year-over-year in Q1 2026 and converted 42% better, but stresses that higher conversion is only valuable if orders are valid. It also references Qualtrics research indicating consumers reduce spending after 58% of bad online retail experiences. The framework emphasizes tracking identifiers across the request, payment, and order lifecycle, and recommends a 90-day implementation roadmap.
- Adobe reported AI-sourced retail traffic to U.S. retail sites increased 393% year-over-year in Q1 2026.
- AI traffic converted 42% better than non-AI traffic in March 2026, according to Adobe.
Qualtrics Rebuilds Sales Leadership as Yearlong Executive Shakeup Continues
Platform · Recorded impact score: 2/5
Qualtrics announced five new leadership appointments across sales, marketing, and product, following a year of executive turnover under new CEO Jason Maynard. Adam Block joins as Chief Sales Officer from Motive, having previously spent eight years at Medallia. Khoi Hoang (ex-Salesforce) will lead Global Sales Engineering, and Aaron Ellis (ex-Workday) will lead Corporate Sales. Ken Coleman becomes SVP of Marketing, and Ken Hoang is promoted to SVP of Product. These appointments follow April departures of five executives, including the CMO and chief product officer. The company closed a $6.75 billion acquisition of Press Ganey Forsta amid restructuring.
- Qualtrics named Adam Block as Chief Sales Officer, joining from Motive and previously a Medallia VP/GM for eight years.
- Khoi Hoang, formerly Worldwide Field CTO at Salesforce, will lead Global Sales Engineering.
Explore company relationships
Questions about Qualtrics
What is Qualtrics?
Qualtrics is an enterprise SaaS platform for measuring, analysing and acting on customer, employee and research experience data.
Who uses Qualtrics?
Its direct users and buyers are mainly enterprise CX teams, HR leaders, research teams, digital product teams and contact centre operations.
How does Qualtrics make money?
It primarily earns recurring revenue from subscription software contracts, with additional fees for implementation, integrations and advanced modules.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
22 publicly documented primary sources and citations linked across the market graph.
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