AI-Moderated Interviews for Market Research and Digital Twins Calibration

Yuting Deng, Jingxuan Liu, Olivier Toubia, Naman Jain

AI-moderated interviews are emerging as a scalable market-research method for generating consumer insights and building consumer "digital twins." Yet it remains unclear whether they match human-moderated interviews or improve on simpler, static data collection methods. In a pre-registered, between-subjects study (N = 317) with three industry partners, we compare AI-moderated (N = 139), human-moderated (N = 24), and static interviews (N = 154). AI moderation matches human moderation in depth, covers more themes, and, holding budget constant, recovers significantly more customer needs than human moderation or static interviews. However, participants sound more emotionally engaged when speaking to a live human. We then create digital twins using interview data and evaluate each twin against the participant's own held-out responses to six real-world marketing stimuli. We find that digital twins created from AI-moderated interviews predict consumer responses better than demographics-only personas. However, the additional richness from AI moderation does not translate into better quantitative predictions compared to static interviews. By analyzing open-ended thoughts generated from…