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In this concept test, respondents received physical product samples at home and shared impressions in real time as they evaluated packaging, unboxed snacks, and tasted them through AI-moderated voice interviews (AIMIs) on Glaut.
Zymetria is a Polish research and analytics company combining expertise in marketing and social research, data science, and technology to help organizations understand consumer behavior and make better decisions.
For this project, Zymetria conducted concept and product testing for a food product to understand how consumers perceive packaging and how those expectations align with the actual product experience.
Respondents received research materials in advance:
Participants first evaluated the packaging and described the expectations it created. They were then asked to unbox and taste the product samples, sharing impressions throughout the process.
The study required capturing detailed sensory reactions during the experience itself.
In concept tests like this, respondents often give short initial answers such as “tasty” or “good.” To generate meaningful insights, the research needed probing that went beyond these basic reactions to explore the specifics of flavor, texture, smell, and perceived quality.
Zymetria designed and ran the entire study on Glaut, using AI-moderated voice interviews to guide respondents through each stage of the product evaluation.
The interviews were conducted in Polish, integrating both closed and open-ended questions with dynamic follow-ups moderated by AI. They used a voice-first format with a moderator voice, and the study employed block randomization across questions.
Glaut AI-moderator played a key role in the process: when respondents gave brief answers, it followed up with probing questions to encourage more detailed descriptions of the tasting experience.
The study achieved 62% depth, meaning most insights came from AI-moderated follow-up questions rather than first responses.
This allowed the conversation to go beyond basic reactions and capture how respondents actually described the tasting experience.
Follow-ups revealed:
Because participants shared their impressions during the unboxing and tasting process, Zymetria captured richer insight than traditional surveys that collect feedback only after the experience.
In projects like this, the key challenge is to capture impressions and expectations quickly, while they are still fresh and truly first-hand. With Glaut, we were able to get as close as possible to a natural product experience and seamlessly combine quantitative metrics with qualitative data collection and in-depth exploration of reactions — and to do so at scale.
What’s important is that the study process felt intuitive and natural for respondents as well, as they could test the product at their own convenience without being observed by a human while eating. Glaut helped us combine respondent-friendly approach with efficiency and depth of the results.
- Dorota Wyrwińska-Piskorska, Senior Consultant and Human-AI Research Expert at Zymetria
For Zymetria, this approach combined the structure of a survey with the depth of a moderated interview, while keeping the research process efficient for their team and their client.
AIMIs provided 62% more depth than traditional quantitative methods, increasing the overall ROI for the end client.
The research team saved time using the analysis suite within Glaut, enabling them to spend more time interpreting results, advising the client, and linking insights to business decisions.
AI-moderated voice interviews for insights at scale
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