Case Study: Ross School of Business achieves faster, higher-quality research and rapid alumni insights with Qualtrics Research Suite

Ross School of Business - Customer Case Study

The Ross School of Business at the University of Michigan, led by Christina Brown, director of the Ross Behavioral Lab, needed a faster, more flexible way to run studies. Their prior approach relied on pencil-and-paper surveys and a less intuitive MediaLab interface, which was slow, expensive, required manual collation, lacked advanced features like skip logic, and limited access to participants beyond onsite subjects and alumni.

Ross implemented the Qualtrics Research Suite to design, deploy and refine sophisticated surveys in days, collect data from sources like MTurk and external panels, and run multiple quick iterations without a budget. The school standardized Qualtrics for 1,500 users, boosting research quality, obtaining alumni insights within days and polling classes with results in hours.

Ross School of Business

Christina Brown

Ross Behavioral Lab Director, Lecturer of Marketing