We’re pleased to share that our recent paper, “Digital Customer Twins: A New Era of Market Research,” has been accepted for publication in the Transfer journal (Issue 02/2024). This paper is the result of collaboration between our Co-Founder Tobias Klinke and Nader Fadl as well as Professor Bernd Schmidt of Columbia Universit in the City of New York.

On our ongoing mission to bring customer insights to the forefront of business strategy, this achievement is particularly meaningful to us as Transfer is a well-respected journal, recognized in both academic and professional circles for its rigorous standards and double-blind peer review process.

We are always happy to share our insights on the digital customer twins technology with the broader academic and business communities to contribute to inspire conversations and further developments in the field of AI and customer insights.

The Role of Digital Customer Twins

In our paper, we explore the concept of Digital Customer Twins—AI-generated replicas of real customers. Unlike traditional personas or target audience descriptions, Digital Customer Twins are based on authentic data from individual customers, providing a more precise representation. These digital twins allow companies to gain detailed insights into the behaviors, preferences, and needs of their customers.

The development of Digital Customer Twins has been made possible by advancements in generative AI and large language models (LLMs). These models enable digital twins to simulate customer interactions, making it feasible for businesses to validate their daily decisions with realistic feedback from their target audience. This approach promises to significantly reduce the time and cost associated with traditional market research while simultaneously enhancing customer-centricity within organizations.

Balancing Opportunities and Limitations

In the published paper, we discuss the transformative potential of Digital Customer Twins. This technology represents a new era in market research, where the continuous feedback loop between businesses and their customers becomes more streamlined and efficient. By leveraging Digital Customer Twins, companies can anticipate customer needs more accurately and align their strategies accordingly.

We also explore the current state of developments in this field and outline the opportunities and limitations of this emerging technology. As Digital Customer Twins evolve, they will not only revolutionize how businesses conduct market research but also redefine the role of customer insights in shaping business decisions.

Looking Ahead

Published in the June edition of Transfer, this paper contributes to the ongoing conversation about the future of market research and the potential of AI-driven insights. We look forward to seeing how these ideas will influence both academic and practical approaches to understanding customer needs.

Link to the journal: https://transfer-zeitschrift.net/transfer-02-2024/