What if the most honest and insightful feedback you could get about your customers didn't come from an actual customer at all? Agility requires not just the ability to pivot quickly, but the foresight to know *which way* to turn. That foresight is built on a foundation of deep, unbiased insights, which are becoming increasingly difficult to get through traditional means. 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. About Jordan Harper With a career spanning nuclear physics, software engineering, digital transformation, and customer experience strategy, Jordan brings a fresh perspective to technology’s role in understanding people and markets. He has advised global brands, led innovation programs, and built products across industries from financial services to fast-casual dining.Drawing on this diverse background, Jordan excels in working with clients to help them realize how AI-powered synthetic research can not only deliver faster and more cost-effective results, but also introduces surprising benefits and fresh perspectives into a market researcher's toolkit. Jordan Harper on LinkedIn: https://www.linkedin.com/in/jordanharper/ Resources Qualtrics: https://www.qualtrics.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company