Human Highway scales qualitative research with Glaut’s AI-moderated Interviews

The Challenge: evolving research needs in a fast-moving industry

Human Highway has long worked at the intersection of qualitative and quantitative methodologies. But as research questions become more complex and consumer expectations shift, there’s a growing need for tools that can enrich traditional approaches, making room for usual deep understanding with a faster execution.

In its latest study on women’s attitudes and well-being in the cosmetics sector, Human Highway sought to enrich standard metrics, moving from a purely metric to a textual approach, collecting more nuanced data. In another study, they needed to analyze over 1,000 open-ended responses to a broad question about how people would improve e-commerce experiences. The rich, diverse responses generated more than 100 different codes, Human Highway embraced an innovative model that preserves the full nuance of respondents’ voices. Without a tool like Glaut, the team would have had to reconfigure their research design, limiting the scope and depth of open responses.

The Solution: adding Glaut’s voice-based AI to the research toolbox

Glaut’s AI-moderated interviews offered an opportunity to extend Human Highway’s research design in a new direction: combining scale with open expression.

• Instead of only quantifying opinions (e.g., “How much do you like...”), Glaut enabled respondents to verbalize their thoughts, revealing richer motivations and emotional drivers.
• Semantic coding happened in real time, allowing researchers to explore themes and meanings across large volumes of data, without compromising quality.
• Conversational approach: instead of asking an open-ended question in a questionnaire, it was possible to have a conversation with respondents and obtain richer responses.

Rather than replacing traditional research methods, Glaut complemented them, enhancing the depth of insights while preserving the rigor and comparability needed in large-scale studies.

Key Impact Metrics: rich, faster  and scalable research

Deeper research coverage

Human Highway moved from asking just a single open-ended question to collecting multi-layered responses, thanks to Glaut’s AI-driven follow-ups.

• 40% more questions per interview
• Verbalized responses revealed not just preferences, but underlying motivations.

Higher data volume with depth

With Glaut, it was possible to conduct a qualitative survey by getting to interview 1,000 cases.

• +1,000 cases successfully analyzed‍
• 40% more open-ended questions per respondent, capturing insights that reveal not just opinions, but the underlying motivations.
• 33x more respondents than a comparable project using standard methods

Faster timelines

Thanks to automated semantic coding, Human Highway saved significant time in post-collection analysis.

• 2 working days (16 hours) saved per project
• Results were ready in real time, supporting faster decision-making
• 95% of coding time saved, allowing the team to focus on deeper analysis and strategic interpretation of the data.

Seamless integration into Human Highway’s research stack

Glaut fit naturally into Human Highway’s existing process:

• Panel providers: integrated without disruption, making recruitment seamlessAI-moderated interviews: scaled to 1,000+ participants, without adding operational load

This tight integration allowed the team to maintain their workflows while layering in new capabilities.

A research experience that respects the voice of the respondent

One of the key benefits for Human Highway was the freedom Glaut gave to participants: the ability to respond in their own words, in their own way. This made the responses feel more “alive” and the insights more grounded in real human experience.

"Thanks to Glaut, we conducted a study with the sample richness of a quantitative approach and the depth of a qualitative one.”— Amina A., Human Highway

Conclusion: empowering research and open-ended coding with speed and seamless collaboration

Glaut unites the best of both worlds: melding traditional research strengths with AI-powered speed and ease of use. Its intuitive interface allows Human Highway to effortlessly merge and modify codes and themes, accelerating the coding process and enabling deeper insights. By streamlining semantic analysis in real time, Glaut transforms open-ended coding into a dynamic, collaborative process where every nuance is captured and explored quickly. This union of human insight and innovative technology empowers the team to unlock a richer understanding of customer voices, all while maintaining a seamless, efficient workflow.

Every research challenge tells a different story, take a look at the others. Or talk with us to discover how Glaut can enhance your research projects.