AI digital twins
Synthetic audiences, real decisions
Custom digital twins of your real customers, a responsive, always-on audience you can query in plain language. Test a concept, a price or a claim on the people who matter, and get a read in minutes instead of months.
The problem
Your team makes 50–100 business decisions a day
What need are we actually addressing? Who's the real audience? Is this the right problem to tackle now? How will the client react to what we present? The frequent, low-stakes calls get made on instinct. The rare, high-stakes ones need months of traditional research, so they get delayed, or made on a hunch. Digital twins close that gap: with the right read, every decision becomes a clearer one.
What it is
Your data becomes a responsive, always-on audience
Build twins of any audience from your real research inputs — transcripts, surveys, CRM, panels. If you don't have the data, we help you collect it.
Ask your audience anything, whenever you need, with no fieldwork to schedule, no recruitment, no waiting.
Validate strategies and surface insights through automated, large-scale studies, quantitative and qualitative in one pass.
What you can ask
Four ways to interrogate a twin
Discover the "ground truths" a person knows or how they think. "What unwritten rules guide how you evaluate vendors in this category?"
Enrich and extend past responses. "You mentioned frustration with the approval process, walk me through exactly where the bottlenecks happen."
Extrapolate behaviour in a given scenario. "How would your procurement committee evaluate these three competing solutions?"
Brainstorm as the person would. "Given your frustrations with current solutions, what would your ideal product look like?"
One platform, every team
Confident choices across the business
Idea validation: validate concepts early to cut the chance of launching the wrong product.
Audience exploration: uncover what genuinely resonates through large-scale surveys with virtual panels.
Pitch & offer validation: understand how a buyer persona would respond to a proposal or your commercial strategy.
Workforce sentiment: measure how policies and communications land on twins of your workforce.
Speed & scale
Minutes, not weeks
With digital twins
- Minutes to hours per study
- Multiple segments simultaneously
- Unlimited what-if scenarios at marginal cost
- Living data you can query anytime
Traditional research
- 6–12 weeks per study
- One audience at a time
- High cost per iteration
- Static results, no follow-up
Pricing, campaigns, product development, CX, all from the same platform, at the same speed.
replication of individual attitudes — Stanford, n=1,052
of human test–retest reliability on purchase intent
for a B2B read that used to take 3–12 months
Current results & reliability
Digital twins are backed by peer-reviewed research
Well-built twins replicate real human responses to a degree that surprises people. A snapshot of the published evidence:
| What it predicts | Accuracy | Source |
|---|---|---|
| Individual attitudes (interview-based twins) | 85% | Park et al., Stanford (2025), n=1,052 |
| Individual responses (survey-based twins) | 75% +0.2 correlation | Peng et al., Columbia (2025), n=2,000 |
| Purchase-intent reproduction | 90% of human test–retest reliability | Maier et al. (2025), 57 concepts |
| Conjoint willingness-to-pay | Within 50% of real survey | Brand, Israeli, Ngwe — HBS WP 23-062 |
| B2B buyer behaviour correlation | 88%, in 3–12 hours vs. 3–12 months | Evidenza, on-demand B2B twins |
We're honest about the limits, too. Twins tend to be more knowledgeable than real humans and can over-represent higher education and moderate political views. That's exactly where good twin design earns its keep, and where our behavioural-science work focuses.
Response distributions and percentages · segmentation by behaviour and demographics · brand awareness and perception scores · purchase intent and willingness-to-pay · market sizing and demand forecasts.
Customer motivations and pain points · brand perception and emotional reactions · purchase drivers and barriers · open-ended feedback and recurring themes · personas and journey insights.
Why build twins with Quartz Labs
95% of F&B product launches fail. Better reads change the odds.
We build twins from the data you have, and if you don't have it, we help you collect it. Always data-backed, always tailored.
A behavioural-science PhD on our team gets twins as close as possible to what humans do, not just what they say.
We research how to overcome the Western bias baked into LLMs, so twins work for any population you serve.
The reaction we hear most
"Every time I see this, I cannot believe it's real."
— Head of R&D, WestRock Coffee
"I found it really, really interesting and really accurate… it gave me some really good thinking points." "I felt there was validity in the feedback. I enjoyed hearing the tone and voice and language from each of our clients."
Security & compliance
Your data is siloed, and never trains anyone else's model
- ◆SOC 2 Type II, ISO 27001:2022 and GDPR compliant, with EU data residency available.
- ◆Every client's data is completely siloed: your formulations, production data and strategic inputs are never shared and never used to train AI models.
- ◆Bring your own API keys; optional isolated tenant on our infrastructure, or a custom deployment on yours.
ISO 27001:2022Information security
SOC 2 Type IISecurity & availability
GDPREU data protectionQuestions
What is a digital twin of a customer?
A synthetic model of a real audience, built from your data, that you can query in plain language for reactions to concepts, pricing, claims and positioning, an on-demand stand-in for a research panel.
How accurate are they?
Peer-reviewed studies show 75–90% replication of human responses depending on method (see the table above). They're a strong directional read; for the highest-stakes launch calls, use them to narrow options and confirm with real research. We're explicit about where the line sits.
Do we need existing research data?
The more you have, whether transcripts, surveys, CRM or panels, the sharper the twins. If you don't have it, we help you collect it as part of the build.
How do we query them?
Two ways: a full study setup with multiple question types and automated analysis, or instant chat for a quick read. Multiple segments at once, unlimited what-if scenarios.
Is this the same as The Mirror?
Yes. The Mirror capability now lives inside The BOX as the Digital twins module of the Prototype + Prove phase.
How is our data protected?
SOC 2 Type II, ISO 27001:2022 and GDPR compliant, EU residency available, fully siloed, never used to train shared models. Isolated tenant and custom deployment are available.
Query your audience today, not in six weeks
Book a demo and test one of your live concepts on a digital twin of your customers.