Jordan Harper — Qualtrics
Published:
Asking certain questions earlier in a survey can influence the answer to a question later in the survey because you’ve planted some seeds in people’s mind… What we found with humans is exactly what you would expect… The ones who’d seen the positive ones skewed positive. What we saw with synthetic was almost no variance… it doesn’t let it kind of control its emotions.
What does Jordan Harper say on The Agile Brand with Greg Kihlström?
Jordan Harper, Qualtrics, says: This interview with Jordan Harper of Qualtrics examines using AI-trained synthetic panels to advance market research—reducing survey fatigue and social desirability bias while enabling large-scale experimentation. Harper discusses how synthetic audiences can reveal measurement blind spots, validate against historical human data to build organizational trust, and shift research from reactive measurement to predictive hypothesis testing so researchers can focus on strategic insight rather than data collection.
From: The Agile Brand with Greg Kihlström
Cite as: Jordan Harper. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jordan-harper-asking-certain-questions-earlier-in-a-survey-can-influence-t