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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
Multimedia Messaging Service (MMS)
Multimedia Messaging Service (MMS) is an enhancement of the basic Short Message Service (SMS)…
Buy Online, Pick Up in Store (BOPIS)
Buy Online, Pick Up in Store (BOPIS) is a retail fulfillment model where a…
Search Engine Results Page (SERP)
A Search Engine Results Page (SERP) is the page that appears after a user…
MoSCoW Method
The MoSCoW method is a prioritization technique used in project management and software development…
Ideal Customer Profile (ICP)
An Ideal Customer Profile (ICP) is a detailed and comprehensive description of the characteristics…
History of E-Commerce
A brief history of E-commerce, from the early pre-internet foundations in the 1960s to…
Absorptive Capacity
According to a research paper written in 2004 by Susan J. Harrington and Tor…
Audience Growth Rate (AGR)
Audience Growth Rate (AGR) is the percentage increase in your total audience size over…
Lead Velocity Rate (LVR)
Lead Velocity Rate or LVR is a metric that measures a brand’s lead generation…
Tealium
Tealium is a leading Customer Data Platform (CDP) that enables businesses to unify their…
Subscriber Identity Module (SIM)
A Subscriber Identity Module (SIM) is a small electronic chip used in mobile devices…
Service Level Agreement (SLA)
A Service Level Agreement (SLA) is a formal contract that sets expectations around the…
Latest Research
The more recent insights, trends, and stats to guide your work
Animoto: Balancing AI Innovation and Human Authenticity in Enterprise Video: Insights for 2026
While AI offers unprecedented scalability and efficiency, a critical tension has emerged: how to leverage AI without sacrificing the human…
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