Qualtrics gives us a comprehensive way to listen to associates throughout their journey (our Moments that Matter). From onboarding and engagement to development and exit, we are able to connect the data and see how associates feel across the lifecycle. The HRIS integration is invaluable and enables us to pair responses with important metadata (demographics, functions, countries, etc.) for deeper insights, while dashboards and hierarchies enable us to help leaders at every level understand results and focus on the actions that matter most. Beyond that, the company offers a range of Basecamp resources to help learn the system. And for us, we have a strong technical success manager and data scientist backing us to bring best practice, industry insights and expertise to drive our listening strategy.

What I like best about Qualtrics Market Research is how flexible and robust it is for all the audience and internal feedback work I handle at Chicago Broadcast Collective. I’m the Operations Director, so I’m constantly juggling broadcast schedules, digital content rollouts, and coordinating teams across our different studio locations. We make local news segments, community feature stories, and streaming content, and we need solid audience feedback to guide what we put on air. Before Qualtrics, we were piecing together surveys with basic tools, and it was tough to dig into meaningful insights fast. I really appreciate that I can build different kinds of surveys all in the same platform, no fancy coding required. We don’t just poll viewers. I also run internal feedback surveys for our producers, editors, and on-air crew about workflow bottlenecks and studio resource needs. A couple months back, we were debating whether to shift our weekend digital content lineup to more local human-interest stories instead of short recap clips. I put together a Qualtrics survey targeting our regular streaming and broadcast audience. I added branching logic so viewers who mainly watch our evening news got different follow-up questions than people who only catch our online digital shorts. That let me split the responses cleanly without sending out three separate surveys. The reporting features are a huge win for me. Once responses start rolling in, Qualtrics automatically crunches the data, flags trending answers, and builds charts I can drop straight into our weekly leadership sync. I don’t have to export raw results and spend hours sorting everything in Excel. There was one time we tested two versions of a new morning show promo, and I ran a quick A/B test inside Qualtrics. It clearly showed which hook resonated better with our suburban audience. We switched the promo before it went live across our broadcast feeds, and we saw way better viewer retention right away. I also love how easy it is to share survey links with our partner focus groups and pull feedback from our digital signage screens we manage through OneScreen. Sometimes we post a quick QR code on our lobby displays so visitors and staff can weigh in on new content ideas. All those submissions flow right back into the same Qualtrics project. It’s not bloated with unnecessary features we’ll never touch, but it’s powerful enough for broadcast market research. Whether I’m testing a show concept, measuring viewer satisfaction, or checking in with our production teams about workflow pain points, Qualtrics keeps all the feedback centralized. It saves me so much manual grunt work, so I can spend less time cleaning survey data and more time aligning our broadcast schedule and content strategy around what our audience actually wants.

What I like most about Qualtrics Conversational Feedback is how naturally it turns feedback collection into an actual conversation. The UI is clean and easy to navigate and the AI does a good job of asking relevant follow-up questions instead of relying only on fixed surveys. It integrates well with the wider Qualtrics ecosystem, performance has been reliable even with larger feedback volumes and the insights help us get more value from the feedback we already collect. The onboarding and support experience has also been straightforward, making it easier to get started without a lot of technical effort.