How Nomisma tested a new product concept with Glaut

When Nomisma started evaluating the potential of a new oxygen therapy device for wellness centers and athletes, they needed more than just a basic measure of interest.

The goal was to evaluate the concept’s appeal, clarify usage expectations, and identify purchase triggers combining in-depth qualitative research with the structure of quantitative validation.

The Challenge

Traditional concept tests usually rely on closed-ended surveys that collect opinions but miss the underlying reasons. Nomisma sought to explore this further understanding why people would (or would not) adopt a product, while maintaining the efficiency and scale necessary for shaping business strategy.

The Solution

Glaut provided the team with:

• Qualitative depth through open-ended, voice-led interviews moderated by Glaut's AI-moderator
• Quantitative rigor with structured questions to measure awareness, curiosity, and willingness-to-pay
• Built-in fraud detection to ensure only high-quality, authentic responses were analyzed

With this hybrid approach, Glaut enabled Nomisma to thoroughly, rapidly, and at scale validate a new product concept.

The Project

Using Glaut, Nomisma conducted a concept and product test to assess the appeal, expectations, and buying triggers for a new oxygen therapy device aimed at wellness centers and athletes.

• The team conducted 105 voice-led interviews, each about six minutes long  - totaling nearly 11 hours of qualitative data collected smoothly via smartphone and desktop.
• Glaut’s Uncooperative Detector Agent flagged and re-engaged low-effort participants during interviews; if they failed to provide meaningful input, the system automatically excluded them, ensuring only high-quality data entered analysis.
• Each answer revealed approximately 1.91 topics on average*, making it much more insightful than a typical closed-question response in traditional surveys.

The study revealed a gap between awareness and usage, strong curiosity for new wellness technologies, and mixed reactions influenced by perceived benefits, cost, and time constraints.  Through a combination of closed and open questions, Glaut helped Nomisma measure appeal while revealing motivations, identifying enthusiasts, skeptics, and neutral profiles that mapped out adoption drivers and barriers.

With Glaut, Nomisma demonstrated that concept testing can be both quick and thorough, providing the scale of surveys with the depth of interviews.

What the Research Revealed

The concept test revealed clear insights into both appeal and adoption barriers:

• a gap between awareness and actual usage of oxygen-based wellness technologies,
• high curiosity and openness to trying new solutions,
• positive perceptions of ease of use and perceived well-being benefits,
• and practical concerns related to pricing, time commitment, and scientific validation.

Glaut’s automated analysis classifies insights by profile, highlighting enthusiasts, skeptics, and neutrals, and mapping the factors influencing potential adoption.

The Impact

With Glaut, Nomisma gained clear insights to advise their client on next steps, including adopter segmentation, evidence-based pricing thresholds, and narratives to shape communication strategy.

By combining a survey-style scale with interview-level depth, Glaut helped Nomisma reduce risks in the product launch and fundraising efforts, providing both the data to evaluate the opportunity and the insights to shape go-to-market strategies.

‍

*Note: Question: “What are the key strengths of this product”?