Consumers are exposed to better, more seamless, and personalized experiences both digitally and in-person, every day. This puts pressure on organizations to provide experiences that far exceed the expectations of customers and beat out the competition. Traditionally, businesses have depended on data to understand what customers do, but it doesn't exactly explain why they do it. That's why UserTesting and Qualtrics have joined forces to make it easier for customers to pair qualitative insights and quantitative data, so they can better understand why their customers do what they do, and want what they want.