Overcoming the "Generic Data" Trap to Define a New Category

Qualtrics faced a complex dual challenge in Southeast Asia (Singapore, Thailand, Malaysia). First, they needed to build brand awareness. Second, and more difficult, they had to define and drive recall for a completely new category—Experience Management (XM). The market understood “Customer Service” or “HR,” but “XM” was an abstract concept that needed to be proven as a business essential.

Category Creation via Hyper-Localized Data

You cannot launch a new category with generic global data. It feels irrelevant to local stakeholders. We utilized a category-creation strategy anchored in “Local Data, Local Relevance.”

• Data-Led PR: We conducted surveys and studies specific to Southeast Asian markets. This allowed us to generate headlines about local workforce and consumer trends, rather than importing US-centric data.
• Tangible Outcomes: We demystified “XM” by mapping the concept to hard business outcomes, such as employee retention rates and customer satisfaction scores.
• Broad Spectrum Targeting: We targeted a broad spectrum of media—Consumer, HR, Brand, and Tech—to demonstrate that XM is not just a niche IT tool, but a fundamental layer of business strategy.

Measurable Results: Tier-1 Dominance and Category Validation

The campaign successfully established Qualtrics as the trusted authority on Experience Management, effectively validating the category in the region.

• Explosive Coverage Growth: Generated close to 800 pieces of coverage in a single year (2020).
• Tier-1 Dominance: Secured more than 240 pieces of coverage in Tier 1 publications, including The Straits Times, The Business Times, CNA, and Human Resources Online.
• Customer Validation: We amplified the voices of local customer wins through joint interviews, providing the social proof necessary to make the XM category feel established and safe for adoption.

Key Takeaway: Local Data: The Hook for Category Creation

When creating a new category, data is your best asset. Localized surveys and studies provide the “hook” media need to write about abstract concepts like Experience Management, turning a software pitch into a relevant business news story.