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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
Agile Brand
An Agile Brand is an organization that is able to be adaptive to both…
AdStock Effects
AdStock effects refer to the prolonged impact of advertising on consumer behavior after the…
Organizational Semiotics (OS)
Organizational Semiotics (OS) is the study of how signs, symbols, and meaning are used…
The Agile Brand with Greg Kihlström Podcast
The Agile Brand with Greg Kihlström podcast discusses marketing technology, customer experience, and digital…
Channel Switching
The idea that a single consumer may move between (“switch”) various devices and methods…
Experience Level Agreement (XLA)
An Experience Level Agreement (XLA) is an agreement between a company and its customers…
Environment (Component of the Center of Experience)
In the Center of Experience, environment consists of the “places” aspect of experience. This…
Headless Architecture
A headless architecture for websites and web applications separates the front end (the user…
Constant Contact
Constant Contact is an email marketing and automation platform designed to help small businesses…
Daily Standup Meeting Agenda
You can use this Daily Standup Meeting Agenda and modify it for your own…
CDP Institute
The CDP Institute was started in 2013 by David Raab, and it consists of…
Return on Investment (ROI)
ROI measures the return from an investment in relation to the cost of the…
Latest Research
The more recent insights, trends, and stats to guide your work
Coupler.io: Strategic AI Adoption: Driving Revenue Growth and Informed Decisions
With saturated markets and an abundance of data, executives face mounting pressure to make complex decisions at an unprecedented pace.…
Up-to-the-Minute
Analysis & Insights from the last 48 hours
The latest intelligence converges on a single, urgent message for marketing leaders: the AI transition is no longer a future planning exercise — it is…
Friday’s wave of martech announcements follows a now-familiar pattern: vendors racing to attach “agentic” to their product names while the data on actual adoption tells…
These announcements tell a consistent story, but not the one the vendors want you to hear. The real signal across all eight announcements is this:…
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