AI-Moderated Interviews for Market Research and Digital Twins Calibration

RESUMO

[Summarizer returned partial/paraphrased abstract] AI-moderated interviews are emerging as a scalable market-research method for generating consumer insights and building consumer digital twins. The study compares AI-moderated (139), human-moderated (24) and static interviews (154) across 317 participants. AI moderation matches human moderation in depth, covers more themes, and recovers significantly more customer needs at equivalent budgets, though participants sound more emotionally engaged when speaking to a live human. Digital twins created from AI-moderated interviews predict consumer responses better than demographics-only personas, yet this richness does not translate into better quantitative predictions compared to static interviews. Error analysis attributes prediction gaps to differences in thinking styles and gaps between training and validation data.