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Digital Twins vs Synthetic Users vs Synthetic Data: The Complete Guide to AI-Powered Customer Research (2025)
Something new is happening in customer research. Companies are buzzing about using AI to simulate their customers. Startups are pitching "synthetic users" and "digital twins." Enterprises are running pilots with AI personas. Everyone's excited about the possibility of instant, scalable customer insights without the cost and complexity of traditional research. But here's the problem: nobody really knows what works yet. The terminology is confusing—vendors use the same words to
Danielle Jaffit
Oct 619 min read
Why Human-Centered AI Is the Missing Piece in Research
Mid-2023 was peak AI hype for research teams. Every conference promised that AI would revolutionize insights. Vendors claimed their tools...
Danielle Jaffit
Oct 65 min read
Welcome to the Mirror.
Video walkthrough of the Mirror Welcome to The Mirror Your research deserves better than a dusty report shelf. We built The Mirror...
Jonathan Kahan
Sep 181 min read
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