Synthetic Personalities: How Well Can LLMs Mimic Individual Respondents Using Socio-Economic Microdata?
Authors: Leonard Kinzinger, Jochen Hartmann
Organizations: aTUM School of Management, Technical University of Munich, 80333 Munich, Germany
Abstract
LLM-based digital twins promise to scale and accelerate market research, but most published twins are either coarse persona bots conditioned on a few demographic questions or detailed individual-level twins built on purpose-collected surveys and interview transcripts. Neither setup speaks to the operationally most relevant case for marketing practice: building detailed individual twins from the pre-existing heterogeneous panel data that firms already accumulate through CRM systems, loyalty programs, and repeat surveys. We construct detailed individual-level twins from the German Socio-Economic Panel (SOEP) and evaluate them across a 3×5×2×2 construction-method grid that covers three open-weights LLMs, five cumulative information depths ranked by normalized Shannon entropy, two embedding methods, and two reasoning modes, scoring over 2.1 million twin responses on 500 participants and 183 held-out questions. Twin quality rises with information depth but with diminishing returns past the 75 percent entropy quartile, which acts as a cost-efficient Pareto point relative to the best-performing 100 percent cells. Switching the embedding from a narrative persona summary to a raw dialog history of past responses raises hold-out accuracy in every model-by-reasoning cell at the 100 percent depth, while an explicit thinking mode raises rank-order correlation without moving accuracy. Best-cell accuracy reaches 78.8 percent and Fisher-z correlation reaches r=0.590 on the SOEP held-out evaluation set. The findings suggest that twin-based market research is no longer gated by data design, but by item volume, model selection, and a small set of construction-level decisions that this paper now maps.
Large language models (LLMs) act as digital twins for human respondents, yet their psychometric comparability remains uncertain. We propose a construct validity framework spanning construct representation and the nomothetic span, benchmarking models against human gold standards. Across studies, digital twins achieved high aggregate-level accuracy and profile correlations, but showed attenuated item-level correlations. In word association tests, LLM networks exhibited humanlike small-world structure and theory-consistent communities, yet diverged lexically and in local structure. In decision-making and contextualized tasks, they under-reproduced heuristic biases, demonstrating normative rationality, compressed variance, and limited temporal sensitivity. Feature-rich and trait relevant conditioning improved Big Five personality prediction and nomothetic-span alignment, but network invariance remained limited, with partial configural solutions and persistent loading differences. In cross-language free-text tasks in English and Chinese, feature-rich digital twins better approximated construct-level narrative content, but linguistic and idiographic differences persisted. These findings clarify that digital twins are most useful within validated boundaries, where the construct, task and level of inference align with evidence from human data.
LLM-based digital twins promise to reduce repeated human data collection by generating person- specific responses, yet existing evaluations provide little evidence about whether they can reduce human measurement while preserving valid inference. To address this, we introduce statistical substitutability, an inferential criterion that evaluates the extent to which twin predictions can reduce human measurement for a particular estimand while preserving valid inference. We develop a framework, grounded in mixed-subject and prediction-powered inference, that evaluates statistical substitutability along four dimensions: aggregate fidelity, paired respondent-level signal, finite-sample human-label recovery, and stability across populations. Across two empirical evaluations spanning behavioral experiments, multiple models, and alternative respondent representations, we find that digital twins can reproduce average human effects while providing little information about which individuals differ from those averages. Newer models and richer respondent information improve some dimensions of performance but do not reliably translate into human-data savings. Human calibration can reduce aggregate prediction error, yet limited labeled samples often fail to produce stable precision gains. Importantly, these findings demonstrate that behavioral fidelity is neither necessary nor sufficient for statistical substitutability. More broadly, they suggest that AI-generated evidence should be evaluated based on its ability to support valid scientific inference rather than its ability to reproduce human outcomes alone. Digital twins should therefore be judged for confirmatory use by whether they reduce uncertainty about human quantities, not merely by whether they reproduce human means, distributions, or effects.
Digital personas powered by Large Language Models (LLMs) are increasingly proposed as substitutes for human survey respondents, yet it remains unclear when they can reliably approximate human survey findings. We answer this question using the LISS panel, constructing personas from respondents' background variables and pre-2023 survey histories, then testing them against the same respondents' held-out post-cutoff answers. Across four persona architectures, three LLMs, and two prediction tasks, we assess performance at the question, respondent, distributional, equity, and clustering levels. Digital personas improve alignment with human response distributions, especially in domains tied to stable attributes and values, but remain limited for individual prediction and fail to recover multivariate respondent structure. Retrieval-augmented architectures provide the clearest gains, but performance depends more on human response structure than on model choice: personas perform best for low-variability questions and common respondent patterns, and worst for subjective, heterogeneous, or rare responses. Our results provide practical guidance on when digital personas could be appropriate for survey research and when human validation remains necessary.