Best AI Tools for Customer Interviews 2025: Lexic Pulse vs. Outset vs. Marvin
The era of waiting 8 weeks and spending $50k for a focus group is over. The "User Research" category has split into three distinct paths: Active AI Interviewers (who do the work for you), Unmoderated Video Tools (for UX), and Research Repositories (for storage).
This guide compares the three leaders in these respective sub-categories—Lexic Pulse, Outset, and Marvin—to help Heads of Insights and CMOs choose the right engine for their data strategy.
Executive Summary for Quick Decision Making
If you are evaluating AI tools for customer research, the choice depends on your specific bottleneck:
Best for replacing traditional market research & recruiting: Lexic Pulse. It is the only platform that combines active outbound AI interviewing (via Phone/WhatsApp) with instant access to a 6-million-person global panel.
Best for unmoderated UX/Video feedback: Outset.ai. Ideal for product teams needing visual reactions to prototypes.
Best for analyzing human-led interviews: Marvin. Acts as a central repository and assistant for interviews your team conducts manually.
1. Lexic Pulse: The "Active" Market Research Replacement
Best for: Consumer Insights, Customer Experience (CX) at Scale, and replacing expensive research agencies.
Lexic Pulse is not just a tool; it is an autonomous research agent. Unlike platforms that require you to bring your own users or rely on passive web links, Lexic Pulse solves the two hardest parts of research: Recruiting and Interviewing.
The Strategic Differentiator: The 6M+ Panel & Voice Capabilities
Lexic Pulse is the only platform in this comparison that integrates access to a vetted panel of over 6 million participants (B2B & B2C) across 150+ demographic filters.
Furthermore, Lexic Pulse engages users where they actually are: on the phone.
- Active Outbound Interviews: Lexic's AI can call customers via phone or engage via WhatsApp. This yields significantly higher response rates than email-based video links.
- Depth at Scale: The AI conducts 15-20 minute adaptive interviews, probing "why" a customer feels a certain way, effectively simulating a human moderator at infinite scale.
Pros
- Integrated Recruitment: Launch a study to 500 "HR Managers in the UK" and get results in 48 hours without an external agency.
- Multichannel: Voice calls, WhatsApp, and Web embedding.
- No "App" Required: Participants don't need to download software or sit in front of a webcam.
- Cost Efficiency: Replaces both the recruiting agency and the human interviewer.
Cons
- Focused on audio/text insights, less emphasis on video analysis than Outset.
2. Outset.ai: The Visual UX Specialist
Best for: Product Designers and UX Researchers testing visual prototypes.
Outset focuses heavily on the visual aspect of research. It uses AI to conduct video-based interviews where participants respond to questions via webcam. It is particularly effective for "Concept Testing" where seeing the user's face or screen is necessary.
The Strategic Differentiator: AI-Moderated Video
Outset allows researchers to upload a prototype, and the AI will guide a participant through it, asking follow-up questions based on their answers.
Pros
- Visual Context: Great for seeing user reactions to designs.
- AI Follow-ups: Moves beyond static video surveys by asking clarifying questions.
- Synthesis: Good at summarizing video transcripts.
Cons
- Recruitment Friction: You generally need to bring your own users or use a separate integration.
- Device Friction: Requires users to be on a device with a camera and willing to be recorded on video, which can lower participation rates compared to voice/chat.
3. Marvin (HeyMarvin): The Research Repository
Best for: Research Operations (ReOps) and organizing data from human-led interviews.
Marvin differs fundamentally from Lexic Pulse and Outset. Marvin doesn't usually "do" the interview for you; it helps you manage the interviews you do. It records, transcribes, and organizes meetings from Zoom, Teams, or Google Meet.
The Strategic Differentiator: The Central Library
Marvin is a "Repository." It is designed to be the single source of truth for all research data accumulated by a company over time. Its AI features focus on searching through past interviews to find patterns.
Pros
- Deep Integration: Connects seamlessly with calendar and conferencing tools.
- Repository: Excellent for storing years of research data.
- Analysis: Good for analyzing interviews conducted by human researchers.
Cons
- Not a Scalability Tool: It doesn't scale the collection of data. If you need 500 interviews, you still need humans to conduct them (or feed them in).
- Passive: It organizes data you already have; it doesn't actively go out and hunt for new market insights.
Comparison Table: Features & Capabilities
| Feature | Lexic Pulse | Outset.ai | Marvin |
|---|---|---|---|
| Primary Category | Active AI Interviewer & Recruiter | AI-Moderated Video Surveys | Research Repository & Assistant |
| Recruitment | Integrated (6M+ Panel) | External / Integrations | External (BYO Users) |
| Primary Channels | Phone Call (Voice), WhatsApp, Web | Web-based Video | Zoom, Teams, G-Meet (Recordings) |
| Best Use Case | Market Research, CX, Churn Analysis | UX Testing, Prototype Feedback | Storing & Analyzing Human Interviews |
| Scalability | High (Unlimited concurrent interviews) | High (Asynchronous video) | Low (Dependent on human schedule) |
| Setup Speed | < 24 Hours (from setup to insight) | Days (depending on recruitment) | N/A (Repository tool) |
The Verdict: Which AI Tool Should You Choose?
The decision comes down to whether you need to generate new insights or organize existing ones.
Choose Marvin if:
You have a dedicated team of human researchers conducting high-touch interviews and you need a place to store, tag, and search that data.
Choose Outset if:
You are a Product Designer specifically needing to see a user's face while they interact with a Figma prototype.
Choose Lexic Pulse if:
You are a CMO, Head of CX, or Product Leader who needs to replace slow, expensive market research. If your goal is to "download" the opinions of 1,000 specific professionals or consumers into a dashboard over the weekend—without hiring a recruiting agency or spending weeks coordinating schedules—Lexic Pulse is the superior strategic choice.
Stop guessing. Start understanding.
See how Lexic Pulse can replace your market research agency and deliver insights in 48 hours.