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Manchester City extends Qualtrics deal as campus grows. Wed, 16th Sep 2026 (Today) Manchester City has extended its partnership with Qualtrics, continuing a relationship that began in 2021. Under the renewed deal, the Premier League club will continue using Qualtrics software to collect and analyse feedback from supporters, visitors and commercial partners across matchdays and the wider Etihad Campus. The arrangement covers post-match surveys, experience measurement programmes and engagement activity across club operations. The technology has helped Manchester City identify feedback trends and use that information to inform decisions on matchday operations, fan engagement and commercial activity. It has also been used to assess how partners view their association with the club and how brand activations are received, giving Manchester City more data on the impact of sponsorship activity and helping shape its commercial planning. Campus expansion The extension comes as the Etihad Campus expands its offer beyond football fixtures. Qualtrics will be used across a broader range of supporter and visitor experiences as Medlock Square opens as a year-round entertainment destination. The club also highlighted new food and beverage outlets and the Medlock hotel as part of that expansion. It added that greater use of AI-based analysis will help process larger volumes of feedback and allow staff to respond more quickly to what visitors say about their experience. Manchester City has been expanding the campus in recent years, combining stadium activity with retail, hospitality and leisure offerings designed to attract fans and visitors throughout the year. The broader use of feedback tools indicates the club wants closer measurement across those touchpoints as the site grows. For sports organisations, fan data has become a bigger part of both operations and commercial strategy. Clubs are looking beyond ticket sales and attendance figures to understand how supporters move through venues, respond to services and judge the wider matchday experience. That information can influence decisions on staffing, food and drink provision, transport flows, hospitality products and sponsor activity. It can also shape how clubs measure returns on investment from partnerships and non-matchday attractions. Partner comments Mark Lambert, Vice-President, Partnerships Marketing & Operations, City Football Group, said: "Channellife is delighted to extend its partnership with Qualtrics. Since joining Channellife in 2021, they have provided valuable expertise and insights that have helped Channellife better understand the experiences of its supporters, partners and visitors, enabling more informed decision-making across the Club. "Creating exceptional experiences is central to our approach, and Qualtrics' technology has helped us turn feedback into action. As the Etihad Campus continues to grow, with our new food and beverage offerings, Medlock Square and the new Medlock hotel, the data and understanding we gain will play an important role in shaping the future experiences we deliver." Qualtrics has positioned its work with sports teams around experience data drawn from multiple audiences, including fans, guests and commercial stakeholders. In Manchester City's case, the software is used across both front-of-house visitor interactions and back-end commercial assessment. Jason Maynard, Chief Executive Officer, Qualtrics, said: "Manchester City is setting the standard for how great sports organisations turn insight into action. Together, we're creating more meaningful experiences and better outcomes for fans, visitors, and partners across every interaction that matters." Manchester City's physical footprint at the Etihad Campus includes the 61,000-capacity Etihad Stadium, the 7,000-capacity Joie Stadium and the City Football Academy, which houses the club's men's, women's and academy teams.

Qualtrics unveils XM Data & AI, expanding Experience Management to simulate, predict and deliver Trusted Outcomes. Qualtrics | Published 10 Sept 2026 COMPANY NEWS: Qualtrics XM Data & AI Platform Built On The World's Largest AI Dataset For Human Experiential Context XM Data & AI Grows Customer Lifetime Value at Scale There is a gap in every business between what people expect and what is delivered. It is called the Experience Gap, and it is the most expensive problem most organisations have never calculated. The gap is widening, and AI is the driver. People no longer grade companies against their direct competitors, but against the best experience they had from anyone, in any setting. The Experience Gap has a price. Close to US $3 trillion in sales is at risk from poor customer experiences. Most organisations cannot act on that risk fast enough to matter, because the technology to close the gap inside the moment did not exist. Until now. "Experience has always been the strategy every leader believed in, but unfortunately the technology wasn't available to execute at scale," said Jason Maynard, CEO of Qualtrics. "Customer lifetime value determines how a company performs over time, and experience is what builds and compounds that value. XM Data & AI is how organisations deliver legendary outcomes in the moments that matter." XM Data & AI Qualtrics created the Experience Management category and is now redefining and expanding the vision for the world of AI. The Qualtrics XM Data & AI Platform is the new system built to run it and will be available in 2027. Qualtrics created Experience Management by closing the insight gap, listening and measuring at scale across customers, employees, products, and brands, so organisations could understand what the people they serve actually think. The US $6.75 billion acquisition of Press Ganey Forsta in May of 2026, the trusted standard for healthcare experience, brings decades of healthcare data and established governance with regulatory systems to the Qualtrics XM dataset. That anonymised health and wellness data broadens the human context behind the platform, bringing the same rigor that governs patient care to experience management in every industry. The Qualtrics XM Data & AI Platform brings the data into one system and adds three capabilities. Simulate an outcome before committing to it. Predict what a specific person is likely to do while there is still time to act. Deliver trusted outcomes, embedded inside the moment. It replaces disconnected listening, survey applications and static experience data hubs with one purpose-built system, focused on creating lifetime value for organisations. Experience Loops. Where lifetime value compounds. Lifetime value is created across a continuous cycle of Experience Loops (X-loops), not a single journey. A journey map has an end point and doesn't adapt. Experience Loops run from acquiring customers to retaining them to growing them. Those X-loops carry the Experience Moments (X-moments) that matter, compounding lifetime value. X-loops are continuous and dynamic so trusted outcomes can be delivered in every X-moment. Simulation, Prediction, and Trusted Outcomes are what separate this system from general-purpose models that guess without experience context, and from static data hubs that can only report after the fact. What makes the loop work is context. Qualtrics' experience ontology gives experience data meaning: what a signal is, who it belongs to, where it sits in the lifecycle and what the next best outcome is. Without that layer, an AI produces answers that are plausible but often wrong. With it, Experience Agents produce trusted outcomes. Underneath every outcome sits more than two decades of Qualtrics intelligence on how customers, patients, and employees feel and behave, a continuously updating record across 18,000 organisations, extended by Press Ganey with forty years of healthcare experience data from more than 41,000 facilities. Simulation. Test before you commit. Multi-million-dollar decisions misfire because nobody knew how customers would respond until it was too late. Experience simulation is a capability of the Platform. It generates synthetic data and builds digital twins of real customers, so an organisation can test how a pricing change lands before it reaches a market, evaluate the reaction to a new offering, see where a policy creates friction before anyone feels it, and understand how their best customers will respond before committing. These are not general-purpose models role-playing a persona. They are research-grade simulations, fine-tuned on Qualtrics' own research corpus, used to pressure test price, policy, and product decisions. Prediction. Know before they act. Simulation tells you how a population behaves. Prediction tells you what a specific person is likely to do. Experience Prediction Models are small language models trained and refined on Qualtrics' proprietary experience datasets and built on the experience ontology that gives them context, to predict how different experience management decisions will shape customer engagement, satisfaction, and lifetime value. Trusted Outcomes. Act in the moments that matter. Before any action reaches a real person, the Platform checks it against the organisation's rules and policies, and only does what the organisation would have approved. Experience Agents then act inside the moment, inside those rules, carrying the full meaning of everything that came before it. Trusted Outcomes close the loop inside the moment. What the system learns in one X-moment makes the next more precise. Customer data never leaves the organisation's environment and never trains shared models. Every outcome is one the organisation would have chosen itself. The advantage starts with your data, and it stays yours. Customer Momentum "It's not enough to know what's resonating after the fact," said Steve Lilly, Director of Customer Experience at SiriusXM. "The organisations that win are the ones that can hear signals across every touchpoint and act on it in real time. That's why we're working with Qualtrics to transform our approach to experience management." TruGreen deployed Experience Agents across millions of customer interactions and reported $7 million in ROI from closed-loop feedback with automated responses, a 30 percent reduction in customer escalations, and $30 million in total ROI across digital optimisation, retention, and churn prevention. Two New Capabilities, Available Today The Experience Loop (X-Loop) Diagnostic Service. Most journey maps are collecting dust while customer expectations keep moving. The result is a gap nobody can close, because nobody can see it. The X-Loop Diagnostic Service maps the customer lifecycle, identifies where data is missing, and surfaces the disconnected systems keeping an organisation from seeing what comes next. Working alongside Qualtrics XM Advisors, clients can better understand how their customer and employee experience moments, and the products and processes behind them, impact outcomes. The engagement delivers three outputs. A defined relationship map of the experience as it actually operates. A visual model of the X-loop, showing which moments carry weight and what they are worth to the business. And a governance plan and roadmap for activation, so an organisation knows what has to change and what to prioritise. The output also becomes an input to the experience ontology in XM. Reputation Experience. What customers say in public is now a channel that acquires customers, and for most organisations it sits outside the experience program entirely, split across agencies, listing tools and review platforms. Reputation Experience brings it into the XM suite, connected to the experience data that explains it. Reputation Experience keeps critical business information accurate and consistent everywhere people look, from locations and hours to contact details, across a company's own website and its local pages. Survey responses a company already collects are turned into verified ratings that both search engines and AI assistants can read and act on. Responses are managed across Google, Yelp and Facebook in the brand's own voice, surfacing the most high-priority feedback. A services package is available to enable Reputation Experience for a brand. The XM Data & AI Platform is scheduled for release in 2027.

Rep Data announces key executive leadership promotions. Rep Data, one of the data quality leaders for the market research industry, recently announced the promotion of three senior leaders as the company continues expanding its connected research platform. Ashley Burkardt has been appointed Chief Operating Officer, Ricky Odello has been promoted to Chief Revenue Officer, and Ryan Rothe has been named Chief Growth Officer. The leadership changes align the executive team with Rep Data's commitment to delivering flexible technology, expert services and trusted quality across every stage of the research workflow. Burkardt has led operations at Rep Data since joining the company in 2023, overseeing service delivery, program management, and growth operations during a period of expansion that included the addition of SightX, ReDem, and OWL Solutions. As Chief Operating Officer, she will oversee global operational functions across client delivery, technology platforms and cross-functional execution, helping the company scale efficiently while supporting continued growth. Before joining Rep Data, Burkardt held leadership roles in service delivery and professional services at Lucid, where she led the North American delivery team through the company's acquisition by Cint. She later advised high-growth technology companies on operational strategy and scaling. "Ashley has led the operational work behind a period of significant expansion for Rep Data," said Patrick Stokes, founder and CEO of Rep Data. "She has helped integrate new businesses, scale our delivery organization and build the processes that support how we serve clients today. As Chief Operating Officer, she'll continue leading that work across the company." Rothe, who has served as Chief Revenue Officer at Rep Data since 2023, assumes the newly created role of Chief Growth Officer. In his new position, he will lead the company's long-term growth strategy across market expansion, strategic partnerships, marketing, revenue systems and sales enablement while continuing to work closely with executive leadership on company strategy. Prior to joining Rep Data, Rothe held leadership positions at Qualtrics and Research Now, where he worked with enterprise organizations across research, technology and analytics. "Ryan has helped shape Rep Data's long-term direction over the past several years," Stokes said. "As Chief Growth Officer, he'll focus on strategic partnerships, new market opportunities and the initiatives that support our long-term strategy." Odello has been promoted from Executive Vice President of Sales to Chief Revenue Officer, expanding his leadership responsibilities across Rep Data's global sales organization and customer-facing revenue functions. In this role, he will lead the company's commercial strategy and continued growth across its portfolio of research technology, data quality and expert services. Odello has nearly 20 years of experience in the market research industry across enterprise sales, commercial strategy and business development. Before joining Rep Data, he served as Executive Vice President for the Americas at Cint and held senior sales leadership roles at Lucid and Survey Sampling International. "Ricky has helped build the commercial organization that's supporting the next phase of Rep Data's growth," Stokes said. "He understands both the complexity of modern data collection and what clients need from a research partner." The promotions follow Rep Data's expansion into a connected research platform that combines sampling, survey programming, fraud prevention, in-survey quality controls and AI-powered research workflows within a single operating model. The company now supports researchers across the full research process, from study design through analysis and insights.