Traditional research is hitting a wall. Between respondent fatigue and diminishing returns, it is becoming harder to get the deep insights needed to stay competitive. In this session, Jordan Harper from Qualtrics explores the power of Edge Audiences — proprietary models trained on years of data to create synthetic panels. Think of human feedback as a "mirror" that reflects what people say, while synthetic panels act as a "lens" that reveals the deeper systems they live in. We'll dive into why these models are immune to fatigue, resistant to bias, and often more honest than human counterparts. Discover how to shift your role from confirming what you already know to discovering what is actually possible. It is time to see what synthetic panels can teach you that traditional methods simply cannot.

Speakers

Jordan Harper

Qualtrics // Senior Principal Thought Leader