IDI Rockstar Pro AI is an interactive learning tool designed to help market researchers practice and refine their interviewing skills through realistic role-playing scenarios with AI avatars. In this practice, the student acts as the interviewer, while the AI avatar plays the role of the “interviewed customer” . The key feature of IDI Rockstar Pro is its use of conversational AI—meaning the avatar’s answers are dynamically generated in real-time based on the specific questions asked by the student, rather than pre-scripted responses. This provides a lifelike and flexible interview experience, allowing users to engage in authentic market research training practice sessions. Following the interview, the student receives instant, personalized feedback on their interviewing skills.

The AI components include the avatar conversations and the coaching feedback. The avatars engage in realistic dialogue based on advanced natural language processing and parameters set within the case study to make their responses mimic actual consumers. For example, if you ask the avatar a question about their noise-canceling headphones, it will give a human-like answer with a backstory (e.g., the avatar’s interests and hobbies, their decisions and purchasing process, how the avatar acquired the headphones, etc.).

Upon the conclusion of the role-play, the student receives coaching feedback on their interviewing skills. The coaching feedback is informed by best practices from Research Rockstar course materials (such as effective use of probing, maintaining neutrality, etc.) and other interview standards (such as rate of speech and use of filler words).

Noise-canceling headphones are a relatable topic for market research practice. This product category is widely recognized and offers diverse angles for discussion, making it an ideal scenario to test and develop your qualitative research interviewing skills.

Want a different case study topic? No problem! You can request specific scenarios that we can develop for your team’s unique training needs in market research staffing. Please schedule a free 20-minute consultation to discuss your specific topic(s) of interest and for fee and timeline options. Please note that most customizations require a 2-week lead time.

PitchMonster.io is our development partner for providing IDI Rockstar Pro. They provide the AI avatars and platform for our IDI role-playing experience.

You can ask anything related to the specified case study. However, the avatars will not be able to respond effectively to questions about topics or products outside of the specific case study.   They are pre-primed with a general topic to ensure timely and relevant responses, but their answers are not scripted—they are generated dynamically based on the flow of the conversation. This makes the interaction realistic.

Custom case studies can be developed to better suit your training needs.

Yes! Practicing probing is a great use of this tool. Whenever the avatar gives you a vague or incomplete answer, you are encouraged to ask a non-leading probing question or use related techniques to get more detail.

Yes, but because it is AI, you will get similar responses – Just like if you ask ChatGPT the same question three times, you will get similar responses. To get a more varied experience, practice with more than one avatar. Each one has personality attributes that yield different behaviors.

Sessions are currently limited to 15 minutes to ensure a high-quality experience. Longer AI conversations degrade the interaction quality, a known issue with conversational AI products. Within 15 minutes, the AI can effectively remember and build upon what has already been discussed, providing a coherent and valuable learning experience.

Yes, we plan to extend the duration of practice IDIs in the future. As AI technology evolves, we aim to offer longer interactions without compromising the quality of the experience.

Absolutely! Customization is not only possible but encouraged. Whether your team wants to practice with a case study on baby food, facial moisturizers, car insurance—just about anything—we’ve got you covered! Let us know the topic you’d like to explore, along with the number of avatars you need, and we’ll create a personalized role-play scenario for your team. Early clients have found this feature incredibly useful for enhancing their learners’ experience.

Schedule a call with us to discuss further.

We currently offer 4 male and 1 female avatar with different dispositions and response behavior to enhance the practice experience. Two of the avatars are available in both English and Spanish. We periodically update the avatars, expanding the number of avatar personalities and experiences, and will have additional languages soon.

Yes, there are additional fees for creating new case studies. Fees may vary depending on the scope of the case study and can be built to accommodate your budget.

We take privacy and data security seriously and adhere to strict privacy standards, including compliance with SOC 2 Type 2, GDPR, and ISO 27001. User data is encrypted during transmission and storage.

Yes, interviews with the avatars are recorded for the purpose of providing custom feedback, coaching, and performance analysis. These recordings are stored securely and handled in accordance with our privacy policies and applicable legal requirements; and they are only accessible to you, your designated team leader (if applicable), and our training team to enhance your learning experience.

If your team has opted to purchase the management dashboard option, the designated manager would also have access to all team member recordings for their own feedback and monitoring purposes.

User information on IDI Rockstar Pro is securely collected and stored, with data retained only as long as necessary and backed up hourly. Data can be deleted or restored upon request, ensuring all information is managed according to the highest security and privacy standards.

You can find all the information you need about role-playing IDIs with IDI Rockstar Pro right in your Research Rockstar Training dashboard in The Qual Master Lab course. Your case study materials, including the discussion guide, are available within the course itself, and the login link to the role-play tool is also provided in the course. You can easily launch the role-play directly from the course or the link from the enrollment email whenever you’re ready to start.

Spanish is now available, with Dutch expected shortly. Additional languages will continue to be added in the future.