Jordan Harper — Qualtrics
Published:
It’s taking the surveys that you’ve asked before, running them through synthetic and going, ‘Look, 99% of the time, synthetic is giving us exactly the same results as human. This 1% is where the interesting bit lies’… The 90% aligned, 10% different is where you get that buy-in. If it was 90% different, 10% aligned, you’re not going to get that.
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-its-taking-the-surveys-that-youve-asked-before-running-th