---
id: "entity-columbia-business-school"
type: "entity"
entityType: "organization"
canonicalName: "Columbia Business School"
aliases: ["Columbia GSB", "CBS", "gsb.columbia.edu"]
source_timestamps: ["§ The Road Ahead"]
tags: ["academic-institution", "research"]
related: ["entity-gbk-collective", "entity-twinloop", "open-question-digital-twin-training", "entity-olivier-toubia"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-new-30-ai-scale-customer-research"
sourceUrl: "https://hbr.org/2026/04/how-ai-helps-scale-qualitative-customer-research"
sourceTitle: "How AI Helps Scale Qualitative Customer Research"
---
# Columbia Business School

**Columbia Business School** is an academic institution partnering with [[entity-gbk-collective]] and [[entity-twinloop]] on a new study to determine **what training data mixed with which survey/interview modalities yield the most empirically accurate digital twins**.

## Contributions in this source

- Academic validator for [[concept-synthetic-personas]]; anchor of [[open-question-digital-twin-training]]. Its faculty include academic co-author [[entity-olivier-toubia]].

## Canonical reference

gsb.columbia.edu. Strong marketing-science and analytics faculty; a formal research collaboration on digital twins as described is plausible but not yet publicly documented.