More info to explain some of their marketing speak (Experience Management! Creating a category!): They are by far the leader in being able to create surveys fo

More info to explain some of their marketing speak (Experience Management! Creating a category!): They are by far the leader in being able to create surveys for serious research. However, since so much of this segment is owned by academics, they can only charge so much. They want to stay deep in the academic market because millions of undergrads and grad students every year do their first market research with their student Qualtrics account. Those students go on to be the decision makers in fledgling analytics departments/teams at many companies. They expanded into Customer Experience and Employee Experience products with the big enterprise deals and fat margins that come with them but were much worse at those things than specialized competitors. They then came up with the concept of "Experience Management" to tie the data together. This is actually pretty cool stuff - Ford was able to find which crappy conditions at their dealerships were driving lower sales, etc etc. The strategy was basically if we can offer a total package where we're pretty good at everything, we'll beat competitors that are excellent at one thing.