Marketagent, one of Europe’s leading online research agencies, has long blended quantitative scale with qualitative thinking. But when researching complex topics, like how stress affects everyday life, traditional survey formats often fall short.
Open-ended questions tend to yield short or superficial answers, especially from more reserved respondents. To capture the “why” behind the “what”, Marketagent needed a solution that could deepen responses while fitting seamlessly into their existing quant workflows.
Marketagent integrated Glaut directly into their survey infrastructure. When respondents answered an open-ended question, Glaut’s AI stepped in with contextual follow-ups, encouraging people to elaborate, offer examples, and share more nuanced perspectives.
This allowed Marketagent to:
Importantly, Glaut didn’t replace existing workflows: it enhanced them. Respondents were redirected back to the survey after completing the AI-moderated exchange, maintaining a smooth experience.
Beyond data collection, Glaut stands out for its ability to quickly and accurately identify key themes, significantly streamlining the interpretation of results.
Panel providers integrated without disruption: respondents moved fluidly between Glaut and survey platforms
By encouraging more open expression, Glaut helped respondents feel heard, resulting in richer insights grounded in real experience. Even on a sensitive topic like stress, people shared more willingly and with greater clarity.
“Glaut enables us to gain deeper insights . It’s particularly powerful in areas where we want to go beyond the surface, and it helps even our most reserved respondents open up."
Silke H., Marketagent
For Marketagent, Glaut unlocked a new layer of insight, deepening responses, streamlining analysis, and expanding what’s possible within large-scale quant research. From opinion capture to real conversation, they’re proving that meaningful insights can scale.
