How do consumers react to a new product before they have even tried it? And how effective is communication at building interest, understanding, and engagement?
In the entertainment sector, the customer experience (CX) begins well before the experience itself. Images, videos and digital content help shape expectations, understanding and emotional responses, decisively influencing audience engagement.
For this reason, Eumetra collaborated with Brightstar, a global leader in the regulated gaming sector, to test and optimise the pre-launch communication materials for a new game.
The project was developed using a hybrid methodology based on AI-moderated interviews (AIMI) in collaboration with Glaut and was presented at the CX | UX | MR Conference 2026 organised by the Market Research Society (MRS) on 28 April in London. It was presented as a concrete example of how conversational AI can enhance the generation of consumer insights.

The Challenge

Prior to launch, the aim was to assess the effectiveness of the digital and in-store creative materials, whilst also gaining a deeper understanding of how players would understand, interpret and react to the game concept before experiencing it first-hand.
There were two challenges: firstly, to gather in-depth insights into the perceptions and emotions generated by the content, and secondly, to quickly obtain robust and scalable evidence to support go-to-market decisions.

The Solution

To meet these needs, Eumetra adopted an AI-moderated interview approach (AIMI), which integrates the advantages of qualitative and quantitative research into a single process.
A total of 1,200 interviews were conducted, comprising around 20 open-ended questions in a conversational format. Both spoken and text-based responses were collected.
This approach enabled in-depth analysis of message comprehension, concept perception and emotional response to communication materials, revealing insights that traditional structured questionnaires might not have captured.

Impact for the Client

The research enabled us to evaluate the clarity of the message, the emotional engagement generated by the content, the visual consistency of the materials, and their effectiveness in encouraging trial of the product.

Thanks to the AIMI methodology, the analysis yielded richer, more detailed insights and brought to light unexpected emotional drivers, such as simplicity and familiarity. This provided more robust evidence with which to optimise pre-launch communication decisions across all customer journey touchpoints.

Ad hoc solution: ADV Fine Tuning

Experience gained from the Brightstar project confirms the strategic importance of testing and optimising communication prior to launch. Anticipating how a message will be received by consumers increases the effectiveness of campaigns and reduces the risk of wasted investment.

This is where ADV Fine Tuning comes in: a solution from Eumetra that is part of the Ad hoc solution offering and is designed to measure and optimise the effectiveness of an advertising campaign before it goes on air.

In a landscape where consumers’ attention is increasingly fragmented and pulled in multiple directions by various touchpoints, such as social media, apps, websites, TV and radio, capturing and holding their attention is a matter of seconds. This is why it is essential to assess the strength and clarity of the message in advance.
ADV Fine Tuning offers a comprehensive diagnostic assessment of the key KPIs for advertising pre-testing, including overall appeal, likes and dislikes, narrative effectiveness, the impact of testimonials and music, the ability to decode the message, the advert’s profile and its effect on purchase intention and product image.
The tool also provides a summary index of creative effectiveness, which is useful for identifying areas for improvement or for guiding the choice between different creative alternatives.

Thanks to its integrated approach, which combines neuroscience and causal mathematical models, Eumetra identifies the levers that determine communication effectiveness – such as creativity, sound, symbolic elements and narrative – and supports campaign optimisation in a more precise, rapid and data-driven manner.

→Want to find out more?
Download the ADV Fine Tuning Presentation Page