In short:

• Rapidly gather nuanced feedback on multiple creative assets through AI-moderated interviews, enabling a rich understanding of emotional and cognitive responses.
• Employ randomized exposure and interpretative analysis to uncover unconscious reactions and narrative interpretations without directly asking about emotions.
• Accelerate decision-making with real-time, qualitative insights at scale, allowing iterative optimization of creative content for maximum audience resonance.

The Problem: traditional methods of measuring creative assets effectiveness are time-consuming and limited

Understanding how audiences react to a creative asset, whether it's an image, video, copy or claims, is crucial for evaluating its potential success. Traditional methods often involve lengthy surveys or focus groups, which can be time-consuming and may not capture the true emotional reactions of viewers.
Not only, when faced with multiple creative assets telling slightly different stories, marketers often grapple with how to effectively compare them beyond simple like/dislike metrics. The challenge is not just identifying which creative grabs attention, but understanding how people genuinely feel about the story it conveys and why.

The Solution: Glaut AI-powered research

Glaut’s AI-native research platform is purpose-built to meet this need by combining qualitative depth with quantitative rigor in a seamless, scalable experience. Here’s how it works for creative asset testing:

Step 1: Present and Randomize Creative Assets

Upload images or embed videos of each creative into Glaut’s platform. To avoid order bias - such as the last creative receiving disproportionate attention - Glaut randomizes the sequence in which respondents see the assets, ensuring each gets a fair, unbiased evaluation.

Step 2: Capture Immediate Reactions and Open-Ended Feedback

Collect high-quality customer insights at scale with open-ended, AI-moderated interviews (or AIMIs) in more than 50 languages. You can ask only open-ends or mix different kind of questions, for example you can ask to rate the asset and then let the moderator follow ups to probe deeper.

Step 3: Analyze and iterate in real time

With AI-moderated interviews (AIMI), you get rich, real-time qualitative insights at scale. This enables a rapid feedback loop where creative concepts can be refined and optimized continuously, ensuring the final asset resonates clearly and powerfully with your target audience.

3.1: Leverage interpretative analysis to unlock emotional undercurrents

‍Glaut’s AI applies interpretative analysis across multiple questions, mapping responses onto Plutchik’s eight basic emotions or any other solid research framework you choose. This indirect method reveals the emotional undertones driving reactions without needing to ask respondents directly about their feelings, helping you understand the unconscious impact of each creative.

What this means in practice

Imagine testing three different creatives, each with a unique narrative thread. Using Glaut, you can quickly uncover not only which creative scores highest on attention but also how each story is interpreted emotionally and cognitively by your audience. You learn what aspects spark joy, confusion, skepticism, or trust - insights that traditional surveys or simple rating scales often miss.

This depth of understanding empowers marketers to make data-informed decisions grounded in how real people perceive and feel about their creative work, reducing guesswork and elevating campaign effectiveness.

‍

Ready to experience how Glaut can transform your creative asset testing?

‍→ Try the interview experience as a participant;

→ Read the report from our AD testing research.