You can think of Interviews as:
conversations with your target audiences (Customer Twins)
discussions with domain experts (Expert Twins)
or a combination of both
Unlike generic chat tools, Interviews in DXI are designed for intentional, insight-driven interaction.
You always interact with Digital Twins, not generic AI
You can involve multiple Twins in one conversation
Each Interview is configured with structured building blocks (e.g. Twins, Facets, Methods, Tasks)
The focus is on gaining insights, not just generating text
Use Interviews whenever you need fast, reliable input from customers or experts, especially in early or iterative stages.
Typical use cases include:
Idea validation → “How would our target group react to this concept?”
Marketing feedback → “Does this campaign resonate with our audience?”
Product development → “What features matter most to this user segment?”
Design testing → “Is this UX intuitive for first-time users?”
Expert consultation → “What is the best approach for this strategic decision?”
Interviews are especially valuable for customer-facing teams that need quick, actionable insights.
Every Interview follows a simple, consistent flow:
Create a new Interview
Creating & configuring an interview
Interviews allow you to talk to one or more digital twins at the same time. You can configure exactly who participates and how they respond by selecting twins, facets, methods, and tasks before (or during) the conversation. This article explains how to create a new interview and adjust its configuration.
Ask your very first question
Your interview participants will respond
Iterate and keep the conversation flowing → Follow up on previous statements, refine your initial request, explore different perspectives
Digital Twins are at the core of every Interview.
Depending on your setup, you can:
talk to a single Twin for focused input
involve multiple Twins for comparison or discussion
combine Customer Twins and Expert Twins for richer perspectives
Learn more about interviews with one or multiple twins and when to decide how many participants to use here.
Interviews are designed for exploration and understanding, not automation. At the end of an Interview, you typically have:
a structured conversation (transcript)
insights and perspectives from selected Twins
a basis for decisions, validation, or further analysis
Validate a new product concept
Select 3 Customer Twins representing your target audience
Ask: “How do you perceive this product idea?”
Compare responses across segments
Follow up with deeper questions
Within minutes, you gain directional feedback that would otherwise take days or weeks.
Interviews are not designed for automation of workflows, executing tasks without user interaction or replacing real-world user research entirely.
Instead, they provide fast, directional insights based on modeled perspectives.
