When Mindhavior Research started exploring how people in Paraguay react to price promotions, they faced a common challenge: traditional surveys could gather opinions but not beliefs. They revealed what consumers said, but not why they felt that way, leaving researchers with numbers, but little understanding of the motivations behind them.
Researchers frequently encounter surveys ranging from 10 to 60 questions filled with closed-ended options that yield static KPIs but lack contextual clarity. As respondents grow fatigued, engagement drops, leading to a decline in data quality. Although the charts seem thorough, they do not explain the underlying reasons for consumer decisions.
Mindhavior required a new approach: integrating quantitative reach with qualitative depth within a streamlined workflow.
Mindhavior conducted the entire study on Glaut, the AI-powered research platform that enables teams to design, run, and analyze projects all in one place.
Glaut’s AI-moderated voice interviews (AIMIs) support both closed questions (like rating, scale, grid, select) and open-ended questions. AIMIs support static survey format but add a qualitative layer through AI-moderated follow-ups and the ability for the moderator to probe deeper.
The outcome: a combination of quantitative breadth and qualitative depth, achieved without changing tools or extending timelines.
Using Glaut, Mindhavior conducted a market exploration to understand what motivates participation in promotions in Paraguay. The study focused on how consumers perceive and react to various price promotion strategies from top Latin American brands.
In 7 days, Glaut carried out 154 voice-led interviews, each lasting approximately 18 minutes, without providing any incentives to participants.
The depth came from conversation, not checkboxes:
With Glaut, Mindhavior showed that market exploration can be both flexible and thorough, offering more depth than surveys while keeping the same scale.
The project helped Mindhavior’s client identify the emotional and functional motivations behind why people participate in promotions. Consumers also highlighted motivations related to habit, loyalty, and positive emotional rewards, which influenced brand choices and guided future promotional efforts.
By conducting the study entirely on Glaut, Mindhavior provided depth, efficiency, and actionable insights all within a single platform.
This experience allowed us to achieve the depth of the Qual with the scope of the Quant. Definitely, AI came to help us be more agile and so focus on the added value for our clients: deep understanding of their target customers.”
— Laura Villasboa, CEO & Head of Research, Mindhavio
Glaut enabled Mindhavior to design, collect, and analyze research more thoroughly, quickly, and consistently than previously. By combining AI-moderated data collection with AI-powered analysis, clustering, and reporting, Glaut handles the heavy lifting of research processes.
This enables researchers to spend less time handling data and more time uncovering the story behind it, turning insights into sharper strategies and better business decisions.
AI-moderated voice interviews for insights at scale
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Glaut is a vertical agentic workflow automation platform for customer research. Researchers use Glaut to produce research insights 20x faster and 3x cheaper, leveraging AIMIs (AI-moderated voice interviews) in 50+ languages.
