the Mirror
Instant insights
from customers =
smarter decisions.
What if you could ask your customers anything, anytime? Now you can. Meet the Mirror.
Welcome to a new way of working.
How often have you thought “I wish I could ask our customers this”?
Now you can simply type your question into the Mirror and get an insightful response, based on your real customers’ data, augmented with AI.
The Mirror gives you a panel of "digital doubles" of your customers ready to answer your questions day and night. We call them living personas.
What are living personas?
They are digital doubles of real-world users based on qualitative and quantitative data.
Unlike static user personas or traditional research, these digital doubles bring customer perspectives directly into your daily decision-making moments, without the risks of testing unfinished ideas on real users.
“If we changed our name from X to Y, how would that impact your perception of what we offer?”
Here are some of the questions our customers are asking their Mirror:
“If we had to choose only one of these new features to introduce this quarter, which would be of most value to you and why?”
“Please review this report and identify anything that we haven’t covered that you wish we had.”
“If we sent you this email, would you open it? If not, why? How would you improve it to generate your interest?”
The simplicity of a chat.
The power of genAI.
How the Mirror works:
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We start with your existing data from qualitative research. If this is unavailable, our team of senior user researchers can conduct research as needed.
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We process the data together with additional sector-relevant information, training the AI using our cutting-edge methodology.
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We test the output for relevance and accuracy.
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We provide a simple interface anyone on your team can use to chat with the living personas, without needing any training.
The Mirror in action
Here's how leading teams are putting the Mirror to work right now.
Teams around the world are bringing customer voices directly into their decision-making moments, whether they're validating new features or refining their pitch.
One VP of Product, Michael, recently used it to uncover specific feature requests that hadn't surfaced in regular customer roundtables, while Jenna's content team relies on it to capture authentic language and tone from their audience.
Customer Research & Insights
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Get instant feedback across customer segments
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Identify patterns in customer behavior
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Understand different customer perspectives
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Generate deeper insights than traditional research
"I really love the specificity that I get... we don't get this specific of an answer even from our our clients about things that they're missing or things that they want"
Michael, VP Product
Product Development & Innovation
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Test new product concepts with confidence
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Understand unmet customer needs
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Validate product directions before investing resources
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Prioritize features based on customer feedback
"I find it really, really interesting and really accurate... it gives me really good thinking points"
Katie, product director
Marketing and sales
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Identify market opportunities by asking about customer challenges
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Capture language that resonates with customers to craft better messaging
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Rapidly test and validate new ideas
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Create and test winning client proposals
"It helps us validate some of the thinking that we have, which I think is really cool"
Jay, creative director
FAQ
Why use the Mirror?
Traditional customer research has limitations in logistics and timing. You can’t always organize customer interviews when you most need insights - during critical daily decision moments. The Mirror uses data you’ve already collected about customers/users to create digital “living personas.” You can then ask these personas your questions and get responses mimicking the actual person’s expressions and tone.
Is this the same as synthetic users?
The Mirror uses a more sophisticated methodology than many synthetic user platforms, which often ‘hallucinate users’ into existence using a prompt. Our living personas are always rooted in qualitative and quantitative research, allowing for higher reliability so you can confidently make decisions
How reliable are the outputs of the Mirror?
A Stanford study found living personas predict what an actual person would say with 85% accuracy - very high, considering even the same person may not give identical responses to the same question every time. The thing that is most important to us is how it forces our users to think more strategically, taking into account the feedback.
What about data security and privacy?
Our commitment to data security is built on multiple layers of protection: Data Collection & Processing: We primarily collect non-sensitive business data and systematically anonymize any personal or company-specific information All data processing is conducted through premium LLM platforms with strict contractual guarantees against model training Legal Protection: Every client engagement is protected by comprehensive Non-Disclosure Agreements (NDAs) Regulatory Compliance: For clients in regulated industries, we offer customized security protocols to meet specific compliance requirements
