Case Study: Blue Cross Blue Shield achieves enterprise-wide insights and measurable value with Qualtrics

Blue Cross Blue Shield - Customer Case Study

Blue Cross Blue Shield, one of the nation’s largest integrated healthcare delivery and financing systems with coverage for 107 million members, needed a consistent, scalable way to run market research and manage panels across many different lines of business — from dental and workers’ comp to hospital systems and IT — as well as to support employee research, user testing, and brand and concept testing.

Blue Cross Blue Shield deployed Qualtrics XM enterprise-wide to centralize market research and panel management. Qualtrics is used across nearly every facet of the organization for tasks like user testing, naming and concept tests, provider perception studies and brand awareness research, driving measurable value across multiple business units and enabling ongoing, enterprise-level insights.

Blue Cross Blue Shield

Shaun Ornot

Market Research Manager