#835: Qualtrics' Jordan Harper on using synthetic panels to get real insight

What if the most honest and insightful feedback you could get about your customers didn't come from an actual customer at all?

Agility requires not just the ability to pivot quickly, but the foresight to know *which way* to turn. That foresight is built on a foundation of deep, unbiased insights, which are becoming increasingly difficult to get through traditional means.

We are in Seattle at the Qualtrics X4 Summit, and today, we're going to talk about a fundamental shift in how we gather customer insights. We'll explore the diminishing returns of traditional research and dive into the potential of synthetic panels—AI models trained to represent audiences without the fatigue, bias, or social desirability that can skew human responses. It's a move from merely confirming what we think we know to discovering what's truly possible.

To help me discuss this topic, I'd like to welcome, Jordan Harper, Principal AI Thought Leader, Edge Center of Excellence at Qualtrics.

About Jordan Harper

With a career spanning nuclear physics, software engineering, digital transformation, and customer experience strategy, Jordan brings a fresh perspective to technology’s role in understanding people and markets. He has advised global brands, led innovation programs, and built products across industries from financial services to fast-casual dining.Drawing on this diverse background, Jordan excels in working with clients to help them realize how AI-powered synthetic research can not only deliver faster and more cost-effective results, but also introduces surprising benefits and fresh perspectives into a market researcher's toolkit.

Jordan Harper on LinkedIn: https://www.linkedin.com/in/jordanharper/

Resources

Qualtrics: https://www.qualtrics.com

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