AI-Moderated Interviews for Market Research and Digital Twins Calibration

There are now multiple proposals for systems based on Large Language Models (LLMs) to conduct automated qualitative interviews, but most of the current solutions rely on proprietary LLMs, which compromises reproducibility and data security. They also rely on LLMs for all interview tasks, which limits standardisation of question wording as well as control over question order. To address these issues, we introduce the AInterviewer platform, an opensource solution based on a multi-agent pipeline that combines controlled question administration of survey software with the flexibility of LLMs. AInterviewer is an interdisciplinary effort designed to implement best practices of qualitative interviewing in social science, and it can run with locally hosted models to ensure security, transparency, and reproducibility. Our platform provides a web-based GUI supporting each phase of data collection: from interview guide design and pilot testing to interview distribution and data collection monitoring.

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.

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.