EPIC Creative used Glaut to add real depth to a standard survey, turning answers into conversations that revealed how people actually make decisions. The study reached 60.04% depth, meaning most insights came from AI-moderated follow-ups rather than first responses.
EPIC Creative is a strategic and creative agency that helps brands make decisions grounded in how people actually think and choose—then brings those decisions to life through campaign planning and execution.
For this project, EPIC Creative supported a premium household brand with two goals:
Quantitative data already existed. What was missing was a deeper context on how decisions form, shift, and are justified in real life.
Traditional research methods made it hard to reach that level of understanding.
Closed questions showed patterns but not reasoning. Open-ended responses often stopped at surface explanations. Live interviews could deliver depth, but they are harder to scale and slower to run.
EPIC Creative needed a way to preserve survey efficiency while accessing richer decision context.
This project required insight into how people:
Without depth, personas risked becoming descriptive rather than useful. Messaging risked being shaped by assumptions instead of evidence.
EPIC Creative used Glaut to extend a standard quantitative survey with AI-moderated voice interviews, adding depth without changing their core research structure.
Respondents moved from structured questions to voice-based open ends. Glaut’s AI moderator followed up in real time on each response, turning static answers into short conversations.
This allowed EPIC Creative to explore:
The study was fully managed within Glaut. EPIC Creative’s team designed the interview logic, fielded the research, and analyzed outputs using tools built for market research workflows. The platform was used in DIY mode, giving the team full control from setup to reporting.
The study achieved a depth of 60.04%, meaning most insights came from AI-moderated follow-up questions rather than first responses.
AIMIs made it possible to continue the conversation when an answer needed more context. Instead of stopping at a single closed or open-ended response, the AI moderator listened and adapted in real time.
Follow-ups revealed how people:
Household dynamics, channel choices, and decision barriers emerged through conversation rather than inference.
For EPIC Creative, this level of depth meant personas and messaging could be built on observed decision logic rather than assumptions.
*First Question: “Thinking about yourself when purchasing large household items (appliances, furniture, electronics), what factor influences that decision the most (brand, price, durability, design, customer reviews)?” plus follow-ups.
“Working with Glaut allowed us to capture insights with depth that used to require focus groups or in-person interviews. The AIMI approach has significantly lowered the barrier to entry for research that still gets to the ‘why?’ without the higher costs and longer timelines often associated with qualitative research. This is a game changer in making high-quality qualitative research accessible.”
- Zak Becker, Director of Marketing Intelligence & AI, EPIC Creative
By using Glaut end-to-end, EPIC Creative turned a standard survey into a deeper exploration of decision-making. AI-moderated interviews enabled us to scale conversation, not just data collection, without changing workflows or slowing delivery.
Depth became part of the process, not a trade-off, and the outputs were immediately usable for messaging development.
AI-moderated voice interviews for insights at scale
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