Case Study: Yamaha achieves 2X faster customer insights and best-selling keyboards with Qualtrics

Yamaha Makes Better Products with Qualtrics

Yamaha, the world’s largest maker of musical instruments (producing roughly one-quarter of instruments used by musicians worldwide), needed a faster, more flexible way to put customers’ voices into every stage of product development—from concept to post‑launch—to avoid costly design missteps and ensure their products stayed as innovative as the artists who use them.

By adopting Qualtrics across the organization, Yamaha ran hundreds of rapid‑turn studies—getting 400 customer responses in hours on a design question for the Montage keyboard and resolving the issue in a day. The faster insight cycle doubled their rapid research capacity and helped drive market success: Yamaha’s keyboards became industry best‑sellers and earned prestigious awards.

Yamaha

Athan Billias

Director of Strategic Product Planning