Case · Fretadão
Fretadão heard its team about the company's purpose using Grunn's voice AI
65 in-depth interviews on culture and purpose, averaging about 5 minutes each — and a public shout-out from leadership.
Published on July 22, 2026 · Grunn
Fretadão is a Brazilian technology company for corporate chartered transportation — its platform handles the home-to-work commute for thousands of employees at other companies.
Culture and purpose are among the hardest topics to research: they ask people to reflect and open up, something a multiple-choice form rarely captures. Fretadão wanted to truly understand how its own team sees the company's purpose.
The internal study 'Cultura em Evolução' was run by Grunn's voice AI. Instead of a form, each person had a conversation — the AI going deeper into the points as they answered.
There were 65 in-depth interviews, averaging about 5 minutes each, with each result available to the team right after. Quick for the respondent, rich for whoever analyzes.
For the HR leadership that ran the listening effort, the difference was in the quality of the conversation:
The main differentiator was the quality of the AI-led interaction. Instead of a rigid script, the conversation happens in a very natural, individualized and welcoming way, adapting the questions to each employee's answers — which prompts deeper reflection and more complete, authentic answers than we see in traditional surveys. Looking at the data, we found a strong coherence between what the platform captured and our day-to-day, which increases our confidence in the quality of the insights.
Team adoption was excellent, and the voice format was the highlight: by removing the barrier of formal writing, the conversation flows in a much more natural and engaged way. There was the initial strangeness — talking about work with an AI is new to everyone —, but once the team saw the convenience and the speed, the value was obvious right away.
The recognition also came publicly:
We ran some tests at Fretadão and saw a good opportunity alongside our internal research on our culture. More than the research results and the usability, which have been great, I saw a company with dedicated founders, willing to learn, and a lot of agility in every exchange. Long live Grunn, and thank you for the partnership!
That is what Grunn is here for: turning topics that are hard to research — like culture and purpose — into real conversations, at the pace of whoever needs to decide.