Building the World's Largest Community of CX Professionals

Learn More

GBK Collective Partners With Qualtrics to Advise Customers on Analytics, Brand Experience

GBK Collective and Qualtrics are partnering to help leading brands apply real-time analytics and predictive insights to make smarter decisions using the Qualtrics XM Platform™

  • Share

NEW YORK–(BUSINESS WIRE)–GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced a partnership with Qualtrics, the leader and creator of the experience management (XM) category, to provide brand advisory services to Qualtrics customers. Through the partnership, GBK will work with customers to apply real-time analytics and predictive insights to make smarter decisions using the Qualtrics XM Platform™.

“GBK and Qualtrics both have solid roots in the world of academia and share a common vision when it comes to applying better data, insights and expertise to help leading brands solve problems, improve decision making and create sustainable growth,” said GBK CEO Jon Greenwood. “Together with Qualtrics, we’re applying real-time data and analytics methodologies to deliver actionable business intelligence, further building on the value of the Qualtrics XM Platform.”

Qualtrics BrandXM™, built on the Qualtrics XM Platform, empowers organizations to quickly make insightful decisions that drive brand impact and have a constant pulse on the competitive landscape to stay ahead of market trends. The partnership with GBK provides Qualtrics customers with another layer of expertise and analysis to improve organizations’ brand tracking programs even further, unlocking new insights and analytics to inform key decisions from product and customer experience improvements to campaign effectiveness.

“As consumer expectations continue to evolve, brands need a differentiated strategy to help them deliver experiences that create meaningful connections with their customers,” said R.J. Filipski, Global Head of Ecosystem at Qualtrics. “With Qualtrics’ technology and GBK’s established expertise, brands can more easily make data-driven decisions that sustain long-term growth and build lifelong loyalty.”

Headquartered in New York, GBK continues to expand its team and global collective of marketing, analytics and academic leaders, working with Fortune 500 clients across categories to solve some of their toughest product and marketing challenges.

“To date, brand measurement has been limited by an over-reliance on backward facing data,” said Rebecca Szew, Executive Vice President, Research and Insights with GBK. “Now in partnership with Qualtrics, the leader in helping companies take action on experience data, we’re helping brands to design forward-looking programs that inform business decision-making, accelerate customer growth and improve brand performance.”

About Qualtrics

Qualtrics, the leader and creator of the experience management (XM) category, is changing the way organizations manage and improve the four core experiences of business—customer, employee, product and brand. Over 13,500 organizations around the world use Qualtrics to listen, understand and take action on experience data (X-data™)—the beliefs, emotions and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love and build a brand people are passionate about. To learn more, please visit

About GBK Collective:

Born from academics. Enlightened by data-driven research and analytics. GBK Collective is a leading product and marketing strategy and analytics consultancy built to solve marketing problems in high definition. Co-founded by the Vice Dean of Analytics and Chair of Wharton’s Marketing Department, GBK applies industry leading academic expertise and real-world corporate experience to every project with clients to deliver practical and actionable solutions to real issues. For more information, please visit


GBK Collective
David Henderson
[email protected]

[email protected]

Latest Research

CX Market Ecosystem

150 Key Players and Industry Participants Providing Offerings in Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Insights & Feedback, and Employee Experience

CX in the Travel & Hospitality Industry

Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Data Platforms, Employee Experience, and Customer Insights & Feedback: Market Analysis and Forecasts

CX Personalization and Optimization

Market Drivers and Barriers, Market Sizing and Forecasts, and Case Studies Focused on the Adoption of Personalization & Optimization Within CX Platforms and Applications

Upcoming Events

Webinar A Dash Network Editorial Webinar

CX After COVID-19

An On-Demand Webinar
  • Keith Kirkpatrick
  • Clint Wheelock
Webinar In Partnership with Topio Networks

State of the CX Market

An On-Demand Webinar
  • Keith Kirkpatrick
  • Clint Wheelock

Featured Articles

AT&T and Verizon Say C-band 5G is Critical to Keeping Customers Happy

There is an ongoing battle between US wireless operators Verizon Communications and AT&T and the aviation industry that is threatening to derail the wireless operators’ plans to expand their 5G services to more customers and compete…

Read More

EX Platform Provider WeSpire Unveils New Employee Carbon Management Solution

WeSpire, the employee experience (EX) platform provider with an environmental, social, and governance (ESG) focus, has introduced a solution enabling companies to track and act on the carbon footprint generated by their workers. The Employee…

Read More

Rethinking Patient Experience in Transforming Care for People with Complex Care Needs

As retailers and brands build deep, enriching relationships at each step of the customer journey and become an indispensable part of consumers’ lives, their ability for deep understanding of the way consumers live, eat, work, and play is central…

Read More

Using Kiosks to Improve CX

The so-called “Great Resignation” is continuing, with data from the U.S. Bureau of Labor Statistics indicating that the number of workers quitting jobs in November 2021 grew to 4.5 million, up from 4.2 million the previous month, and above the…

Read More

Educational Resources

The State of the CX Market in 2021

The most impactful CX trends that emerged in 2021 were both interrelated and interdependent, reflecting the interconnected worlds of digital engagement, physical fulfillment, and health and safety issues. While many of these trends began during…

Read More

CX After COVID-19

Organizations have been focused on providing good CX for years, largely because of increased competition from physically distant digital stores, such as Amazon and eBay, along with the increased reach and breadth of product offerings from big-box…

Read More

The CX Market Ecosystem

This Dash Research Market Ecosystem Infographic provides an overarching view of the CX vendor ecosystems for both Customer Facing and Operations/Back Office, in addition to the Employee Experience ecosystem.

Read More

Reinvention Through M&A: Three Ireland’s Digital-led Approach to Achieve the Ultimate Seamless Omnichannel CX

Service providers everywhere are under pressure to transform their customer experiences but tackling this in a post-M&A scenario is even more challenging. When Three Ireland acquired O2 Ireland, they recognized that rebranding on its own was…

Read More