Integrating qualitative depth and quantitative validation to test communication and concepts before launch.

How do consumers react to a new product before they ever experience it?

To answer this challenge, Eumetra International partnered with Brightstar, one of the world’s largest lottery operators, to test pre-launch communication assets for a new game using a hybrid AI-Moderated Interview (AIMI) methodology, in partnership with Glaut.

This case study shows how AI-moderated interviews helped us evaluate and improve integrated communication materials for a new entertainment experience, uncovering insights that structured questionnaires alone might have missed.

The case was presented at the CX |UX | MR Conference 2026, organised by Market Research Society (MRS), on 28 April in London, highlighting how conversational AI can reshape customer insight generation.

Our goal

The goal was to evaluate digital and point-of-sale creative materials ahead of launch, capturing how players understood, felt about and responded to the game concept before playing it.

The solution

With a tight timeline and the need for both scale and depth, traditional separate qualitative and quantitative phases were not an option. AIMI delivered both in a single integrated approach: 1,200 interviews, each with around 20 conversational open-ended questions, combining voice and text responses.

ROI for the Client

The result? Richer, more differentiated insight, the emergence of unexpected emotional drivers such as simplicity and familiarity, and stronger evidence to support pre-launch communication decisions across every customer touchpoint.

Download the full whitepaper to discover how conversational research at scale can unlock deeper insight and smarter strategy.