Glaut is an innovative AI research software that combines the strengths of quantitative and qualitative market research in a hybrid research design. Traditional research methods often reach their respective limits here, failing to efficiently balance speed, scope, and depth. Qualitative approaches provide valuable insights into motives and emotions, but are time-consuming, costly, and difficult to scale. Quantitative methods, on the other hand, while delivering statistically robust results, often remain superficial and fail to tell the full story behind the numbers. Glaut closes this gap, merging quantitative efficiency with qualitative depth. Through dynamically moderated 1-on-1 interviews (AIMI – AI Moderated Interviews) within traditional online surveys, Glaut creates deep, emotional insights while simultaneously delivering high sample sizes, speed, and scalability – in over 50 languages.
Objective.
AI-supported in-depth interviews enable scalable qualitative research for the first time without compromising representativeness. The goal is not only to capture the voices of customers, but also to understand them emotionally and reveal the underlying motives and needs. Intelligent AI-supported interviewing enables agile insights to be generated in real time – faster, more intelligently, and more deeply than with conventional methods. The possible applications are diverse and include product development, campaign testing, brand positioning, target group analyses, and research into needs and motives.
INSIGHTS
- What really motivates your target audience? Understanding the motives, emotions, and attitudes behind numbers
- Why do people buy – or not? Identifying the background to decisions, barriers, and needs
- How do products, campaigns, or brand messages work? Capturing the target audience's spontaneous reactions, word choice, and language images
- Which terms, images, and arguments resonate? Exploring language, storytelling
, and semantic triggers - What differences are evident depending on the target group? Segmented in-depth analyses with
quantitative reach