Listen Labs

My best friend Caitlin knows me better than anyone, maybe better than I know myself. We’re joined at the hip and in all ways about from biologically we are twinning. I ask for her advice before I make any decision, I tell her everything and we share everything too. Whether it be clothes, friends, memories and sometimes one brain cell. Although I try, it’s hard to surprise Caitlin as she can predict my reactions, decisions and actions pretty accurately. Imagine a Caitlin but for anyone. Listen Labs have just launched Twins, 1:1 AI models of real customers built from interviews so you could know your customer as well as Caitlin knows me. Love you long time twin! 🫶 🌟

I had a great time at #MRMWEurope in Berlin last week, representing Listen Labs on stage with Kevin Griffin, Head of UX and Design at Zepz. We talked about why customer-driven decisions matter, and what it looks like when research becomes part of everyday design work rather than a one-off project. Kevin shared how his team has built customer research into the way they work across WorldRemit and Sendwave, and it was a pleasure to show how we’ve been partnering with them at Listen Labs. The teams that get the most from research are the ones that make it a habit. Thanks to Kevin and the Zepz team for being such great partners, and to the Merlien Institute for hosting. #MarketResearch #UXResearch #CustomerInsights

Today we are launching Listen Twins. Each Twin is an AI agent that simulates one real person. It predicts what that person would say to anything, and why. We build each Twin from in-depth interviews with that person about a specific use case. To test a Twin before it ships, we hold back some of the person’s real answers and check how well the Twin can predict them. Twins are different from general AI tools like ChatGPT, which give you a blended view of your audience. Ask ChatGPT what a typical customer’s favorite ice cream is and it will probably say chocolate. Ask 100 real people and you’ll get a much wider range of answers. Some of the most useful feedback comes from people who disagree with the majority. Because every Twin is modeled on a different person, those differences are preserved. You see the full range of opinions across your audience, rather than one averaged response. Show your Twins a campaign, an announcement or a product concept. Every answer links back to the real person it’s modeled on, with the reasoning behind it. Answers have a confidence score, and when a Twin doesn’t have enough information, it says so instead of guessing. At one Fortune 10 tech company, product marketers use Twins of a hard-to-reach developer audience to pressure-test research proposals before committing fieldwork budget. Research used to happen a few times a year. Now it can happen before every decision.

Today, we’re launching Listen Twins, 1:1 digital twins of your audience. Some decisions move too fast for a full research study, like which ad cut goes live Friday, which subject line goes out Tuesday, or whether a promo leads with free shipping or 20% off. So the call gets made on the best evidence available, often a year-old study, one champion customer’s opinion or a Slack thread. Listen Twins bring customers’ voices into those everyday decisions. A few things to know about twins: 1. Each twin is modeled on one real person. We interview them in depth and build their twin from that interview. If you twin 200 CMOs, you hear from 200 different CMOs, with their own budgets, teams and priorities. 2. Twins are trained on your specific use case, so product roadmap twins are different from marketing copy twins, and you can see exactly what yours were trained on. 3. You get 100+ answers in seconds, each with its reasoning and a confidence score. You can ask any twin to explain itself and trace answers and justifications back to the real person behind it. 4. When a twin doesn’t have enough information, it says “I don’t know” (shocking, I know)! 5. Every new study, piece of context and set of customer data makes the twins more accurate. At Listen Labs, we use them every day. Eric and Jin interviewed a group of researchers about ad copy from 10 research platforms, then twinned them. When we were deciding whether our billboards should lead with quality and trust or with cost and speed, 80% of the twins chose quality and trust. Jin’s team now checks with them daily. Of course, as a human insights company, we’ll keep advocating for talking to your customers when time and budget allow. Twins fill the gap for everyday decisions where they don’t. Excited to see what teams build when customer input can be part of every decision.

Make every marketing bet with conviction. Our agent interviews hundreds of your customers, so you know what they think and why.

Our agent interviews hundreds of your customers in hours, not months, across 100+ languages, using rigorous research methods. You get the why behind every decision, and market understanding that compounds with every study.