Data-Driven Personas for Survey Simulation: Insights into Simulation Alignment Across Data-Access Regimes

A/B testing is the gold standard for evaluating product changes, but each experiment requires real user traffic, engineering effort, and weeks of measurement. We propose a simulation framework that predicts A/B test outcomes using LLM-powered agents conditioned on data-driven personas grounded in real user behavioral signals. Unlike prior work that relies on synthetic or rule-based personas, our agents are constructed from anonymized behavioral data-activity patterns, engagement signals, and inferred demographics-enabling more faithful population modeling. We frame A/B test simulation as a structured question task and systematically study (i) question design formats, (ii) the impact of persona data source and domain alignment, (iii) the trade-off between per-persona behavioral depth and population diversity, and (iv) efficient population subsampling. On a benchmark of 40 A/B tests spanning two metric types, our best configuration achieves 0.75-0.90 directional accuracy depending on the test metric, demonstrating that data-driven personas are a viable path toward fast, low-cost experiment pre-screening.

Personas used to seed LLM social simulations face a cold-start problem: existing methods lack a principled basis for deciding which attributes to include and how to assign their values. As a result, synthetic populations may misrepresent the demographic composition, latent attributes, and dependency structure that shape downstream behavior. We introduce MetaPersona-DB, a dataset of 11,000+ empirical human-subjects studies annotated with task-relevant variables, reported relationships, and aggregate-level population statistics. Building on this resource, we propose MetaPersona, a framework that retrieves task-relevant evidence, constructs literature-derived persona dependency graphs, and samples synthetic populations from empirical priors linking demographics, latent attributes, and outcomes. Across three downstream case studies, three baselines, and three frontier models, results vary by task and model: MetaPersona performs strongly on misinformation belief and AI-tool sentiment, while results on income redistribution are mixed. It also reduces persona-construction cost to under $0.5 per task using GPT-5.2. Finally, we present MetaPersona-Studio, a prototype interactive interface for empirically grounded persona generation.

Large language models (LLMs) are increasingly used to simulate human populations via persona prompting, often under the assumptions that richer persona descriptions improve behavioral fidelity, similarly sized attribute combinations are equally simulatable, and persona definitions generalize across tasks. In this work, we formalize these assumptions and systematically evaluate them across multiple architectures, scales, and simulation settings. We identify a fundamental limitation we term persona manifold collapse, where increasingly expressive persona specifications lead to systematic contraction of representational and behavioral diversity. Across models, increasing persona complexity consistently reduces inter-persona separation in latent space and weakens behavioral differentiation in downstream simulation tasks. These effects persist across multiple analyses as richer personas fail to preserve human subgroup disagreement, performance varies across attribute combinations of similar size, and adding descriptive detail often degrades rather than improves simulation fidelity. Surprisingly, simple Age-Gender personas consistently outperform richly specified Ideal Customer Profiles (ICPs) across industries, achieving substantially higher downstream prediction accuracy. We find that collapse is not uniform across attributes. Certain combinations remain behaviorally stable and preserve stronger alignment with human responses, forming localized regions we term alignment bridges. Together, our results provide empirical and conceptual foundations for understanding the limits of persona-conditioned simulation, highlighting the need for representation-aware persona construction rather than increasing persona expressivity alone.