AI-Moderated Interviews for Market Research and Digital Twins Calibration
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 speak...
| Authors | Yuting Deng, Jingxuan Liu, Olivier Toubia et al. |
|---|---|
| Primary category | cs.CY |
| Published | 24 September 2026 |
| Last updated at source | 24 September 2026 |
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