Conversations with AI Part V: Is there depth and empathy with AI twins?

Synthetic respondents are AI-generated profiles that emulate real consumers in market research. 

These synthetic respondents, or ‘AI twins’ of real human respondents, are created from real-world data to understand market dynamics and predict consumer behavior, without direct human involvement. 

AI twins represent a significant opportunity for market research, offering a new way of capturing insights with increased efficiency and scalability. They have the potential to streamline the data collection process and reduce the need for extensive human participation. 

But can they accurately reflect human thought processes and emotions, particularly in complex, emotionally driven and socially nuanced contexts?

In this paper, we share the results of a research study conducted to test the capabilities of AI twins. The study compared the performance of twins against real human respondents for exploration, ideation, and evaluation within the category of women’s health.

Read more about:

• How AI twins perform in identifying key emotional themes in the context of exploration and conveying nuanced experiences.
• AI twins’ capabilities to offer well-developed product ideas in the ideation stage.
• The analytic abilities of AI twins and how these compare in the evaluation stage against human respondents.
• The opportunities available by combining the efficiency of AI with the empathy of real human respondents.

Catch up on ‘Conversations with AI’:

Conversations with AI: How generative AI and qualitative research will benefit each other

Conversations with AI Part II: Unveiling AI quality in qualitative workstreams

Conversations with AI Part III: How AI boosts human creativity in ideation workshops

Conversations with AI Part IV: AI-assisted knowledge libraries and curation

Be sure to also revisit our on demand webinar featuring insights from our pilot study.