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#835: Qualtrics’ Jordan Harper on using synthetic panels to get real insight
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.
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Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Cost Per Acquisition (CPA)
CPA is a marketing metric that measures the cost of generating a new lead…
Average Time to Hire (ATH)
Average Time to Hire (ATH) is a human resources and recruitment metric that measures…
Payments Media Network (PMN)
Payments Media Network (PMN) is an innovative marketing platform that allows brands and retailers…
Net Promoter Score (NPS)
NPS is how likely a customer would recommend a brand to others. It is…
Transcend
Transcend is a data privacy infrastructure platform that helps companies programmatically manage user data…
Synthetic Research
Synthetic Research in the context of market research refers to the use of artificial…
Top of the Funnel (TOFU)
The concept of the ‘funnel’ is an essential model for marketers striving to convert…
Product Listing Page (PLP)
A Product Listing Page (PLP) is the page type in an e-commerce experience that…
Media Mix Modeling (MMM)
Media Mix Modeling (MMM) is an analytical approach used in marketing to understand the…
Customer Experience (CX)
Customer Experience is the sum of all interactions a customer has with a brand,…
Direct-to-Consumer Advertising Spend (DAS)
Direct-to-Consumer Advertising Spend (DAS) is the amount of money that companies spend on advertising…
Out of Home (OOH)
Out of Home (OOH) advertising refers to any form of advertising media that reaches…
Latest Research
The more recent insights, trends, and stats to guide your work
Liferay: Why a Single Site Glitch Can Cost Your Enterprise 75% of Customers
Customer trust, once built over prolonged engagement, now operates on a “one-strike” principle. The Liferay 2026 Broken Trust Report, based…
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