How Eumetra International gets depth at scale with Glaut

TL;DR

• 1,200 AI-moderated interviews delivered in a single fieldwork phase
• Emergent themes surfaced that no closed question would have captured - including a primary emotional driver that directly changed the client's creative direction before launch
• Qual depth and quant validation delivered simultaneously, without two separate studies
• Researchers shifted time from coding responses to interpreting the strategy

Who Eumetra International is and what they set out to do

Eumetra International is an Italian market research firm specializing in brand, communication, and consumer intelligence. They work with leading brands and agencies across Europe to design and deliver research that drives strategic decisions.

For this project, Eumetra needed to run a pre-launch communication test across multiple creative assets and touchpoints. The research had to capture how people understand, feel, and react to a product before ever experiencing it - measuring visual effectiveness, message interpretation, and coherence with positioning, across a sample large enough to segment and validate.

The timeline ruled out running qualitative and quantitative phases sequentially.

The challenge

Achieving deep qualitative insights at a quantitative scale within a single study is challenging. Traditional research often requires choosing between methods: surveys offer statistical confidence but only provide superficial feedback: numbers without context. Conversely, qualitative techniques reveal emotional and cognitive responses but rely on small samples, making validation difficult. Since running both methods sequentially was not feasible within the project schedule, Eumetra required a methodology capable of delivering both simultaneously.

How Eumetra used Glaut

Eumetra designed the study as a hybrid: a quantitative architecture with conversational surveys at its core, running on Glaut's AI-moderated interview platform.

Every respondent entered a conversation rather than a questionnaire. The AI moderator asked open-ended questions, collected voice and text responses, and probed dynamically based on each participant's actual responses. Ninety percent of the instrument was conversational. The remaining 10% provided structured anchors for quantitative comparisons across segments.

The entire study ran as a single fieldwork phase.

How AI-moderated inteviews (AIMIs) unlocked depth

Eumetra ran a direct comparison: the same question as a closed survey item and as a conversational survey, on the same sample.

• The closed question returned a measurable, expected set of associations.
• The conversational survey returned something structurally different - including a primary emotional driver that wasn't among the predefined response options. It emerged from the language respondents used when given space to talk rather than select. That finding influenced the client's creative direction before launch.

Two independent studies confirm why this happens:

• AIMI responses contain 39% more words and 51% more unique vocabulary than static survey open-ends (University of Mannheim, 2025). 
• With voice, semantic richness increases by 62% and response cohesion by 162% (Human Highway, 2025).

Key project metrics

• 1,200 completed interviews
• ~20 conversational open questions per respondent
• Voice + text responses
• Single fieldwork phase
• Verbatim and audio library delivered as a lasting research asset

Why Eumetra chose Glaut

‍“This methodology proves especially powerful when exploring new or fast-evolving categories, or when working with disruptive brands that don’t conform to established norms. In these contexts, relying solely on traditional KPIs can constrain understanding, as they are often anchored to benchmarks that may no longer be relevant.

Instead, this approach enables us to surface emerging themes, needs, and perceptions that truly matter to the target audience, capturing what differentiates a brand today, rather than what has simply been measured in the past.” 

- Marco Gastaut, CEO, Eumetra International

Why this approach worked

• Depth at scale without two studies (Qual + Quant). Combining conversational surveys with a quantitative structure enabled Eumetra to deliver qualitative richness and statistical confidence in a single phase, removing the timeline and budget pressure of a sequential research design.
• Findings the questionnaire didn't anticipate, because respondents articulated rather than selected, themes emerged organically from their language. The research surfaced what the study wasn't designed to look for.
• More time for tasks that require human judgment. With AI handling moderation, transcription, and theme extraction across 1,200 conversations, the research team focused on interpretation, pattern recognition, and strategic synthesis. 

Read the whitepaper on Eumetra International study for Brightstar.