Jordan Harper — Qualtrics
Published:
They’ve been asking that question for years… and it’s never been considered something that might have been misinterpreted before… it was the synthetic experiment that highlighted, didn’t necessarily tell you what was wrong and that’s where the kind of role of the research is really important… But what I find like when you experiment with synthetic, it does a lot is it throws that signal up. So it says, ‘Look here. There’s something interesting over here that you might want to take a look at.’
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-theyve-been-asking-that-question-for-years-and-its-never