Qualtrics announced that NASCAR will leverage Qualtrics to bring the world of racing closer to its fans. Armed with real-time feedback, NASCAR will be able to make smart decisions and create more personalized experiences for fans, whether they're in the stands on race day, watching at home or on a mobile device. NASCAR has curated a community of superfans, known as the Official NASCAR Fan Council, to better understand how avid fans feel about every aspect of the NASCAR experience — from the products featured on the racetrack, to the drivers in the cars, to the race broadcast on television.

With Qualtrics, NASCAR can see how these superfans' experiences change over time (and why) so they can communicate and engage with them in a more personalized way.