✨Welcome to the 14th edition of our newsletter!✨

Glimpse is a global self-service human response platform powered by AI. We focus on language, emotion, and sentiment — sorted and analyzed in real-time and over time. We provide actionable insights and content for marketers, communicators, and creators.

Tune in regularly to read about what's happening here at Glimpse, the latest in industry news, analysis of our "Insight of the Week", and tips to generate meaningful insights. 

Headlines 📣

• Glimpse partnered with Hubspot to release the landmark 2024 Consumer Trends Report. Download it here.
• We presented a demo of Glimpse’s latest tools and features at the Greenbook Synthetic Sample Webinar. Watch here to catch up on all the insights.
• Glimpse's expedition at the Quirks Chicago event was a success, as we delved into engaging discussions showcasing the fusion of cutting-edge GenAI with invaluable human insights!

Trending 📈

Gain valuable insights into the evolving shopping behaviors of today’s consumers and unlock strategies to boost your brand's revenue in 2024 with Hubspot's latest Consumer Trends Report. Click here to download.

Even if you missed the solar eclipse, the solar eclipse advertising surely didn't miss you. Discover how brands leveraged the solar eclipse for captivating marketing tactics.

Glimpse Insight of the Week 💡

Ever heard the saying, "Ask the right question, get the right answer"? Experienced marketers, researchers, and creators understand the skill involved in framing those questions to gather high quality, actionable data. 
 

Using Glimpse is a bit different though. We enable users to ask natural, conversational questions at massive scale, in addition to more typical survey questions. And then the Glimpse dashboard analyzes the entire study in a holistic way, bringing the best of quant approaches—like cross tabs—together with the best of qual approaches—like uncovering emotions from nuanced language. Let's explore how you can master asking questions with Glimpse further:

1. Mastering the framing effect: The way a question is framed can subtly sway responses. To mitigate bias, we’re usually taught to aim for neutrality. Glimpse’s facility with simple open-ended questions can help to elicit unaided recall and unguided opinions. Asking, “how do you feel about X?” will often get you more authentic responses than asking a multiple choice question would.  But later in studies, it can also be productive to share a provocative stimulus like a video, image, or sound file, to gather colorful language at scale.  

2. Navigating psychological priming: People come to questions with all kinds of preexisting associations and biases. These are the nuances we want to capture with fidelity. Glimpse uses an innovative UX with emojis to help get a clear signal about emotions and approach to gen AI is great at picking up the top-of-mind language people use.  

3. Using a variety of question types: Our platform provides an array of question types, from open ended queries to single and multiple choice options, and sliders. This diversity allows you to tailor your approach to different scenarios and gather comprehensive data.

4. Starting your own “insights flywheel”:  Every research study is ultimately part of a larger process. The goal is to move from broad discovery to in-depth knowledge about the audiences that matter most. Using the nuanced GenAI summaries and outputs from one study, the Glimpse platform will suggest questions to ask during the next wave of studies. 

5. Enriching and growing your datasets instantly: Frame virtual follow-up questions or create virtual respondents, to draw a more holistic and powerful picture of the world.

Hot Topics 🔥

Marketers are constantly researching to stay ahead of the curve and optimize their strategies, and this week is no different. Here are some hot topics marketers are exploring:

🔥How can I tailor my marketing approach to local markets?

🔥Is micro-targeting becoming the new standard practice?

🔥What role do cultural influences play in shaping the buyer journey?

🔥How can I cultivate trust and credibility in my brand?

Survey Spotlight 🔍

Generative AI-powered search is going to be the next big thing, and it’s going to change how we use the internet forever. Soon consumers will have curated selections of products, reviews, and prices instead of endless search engine results. But is it going to be a smooth shift? To illuminate the readiness for this significant change, we conducted a study on the Glimpse platform, surveying 500 tech enthusiasts familiar with generative AI:

-76% of Glimpse survey respondents said that GenAI enabled search sounded either ‘somewhat’ or ‘much’ more appealing than shopping with traditional search.

-79% of those who have used GenAI for online shopping rated their experiences either ‘somewhat’ or ‘far’ better than shopping experiences with traditional searches.

-72% of respondents already plan on using gen AI-powered search for shopping more frequently in the future.

Consumers seem to be ready as the top numbers are compelling, but let’s take a look below the surface with Glimpse sentiment analysis:

Here you can see the emotions associated with gen AI-enabled online shopping, with “appreciative,” “joyful,” and “satisfied” in the lead.

Finally let’s take a look at what advice Glimpse AI offers retailers and AI search engineers to alleviate shopper concerns and enhance desire: 

Key phrases to include in the messaging could be:

-"Unlock personalized shopping with Al - find what you love, faster."

-"Experience precision search results tailored to your needs."

- "Get the best deals at your fingertips with smart price comparison Al."

Actual comments from respondents that could be woven into the narrative include:

-"I would make it easy for my clients to use" and "Make things more straightforward and less about ads," which emphasize the desire for simplicity and a clutter-free environment.

- "I would have pre-settings where you can type in things like your size style and certain credentials so that you don't need to enter it for each prompt," suggesting a longing for a more personalized and efficient shopping process.

-"Aggregate prices and find the best deals," indicating the importance of value for money.

- "Eliminate spam! Duh!" and "Have it detect illegitimate sites," pointing towards a significant concern for security and trustworthy information.

For further insights on how to tackle this change head-on with five actionable tips for any organization, download the Glimpse x Hubspot Consumer Trends Report here. We would like to graciously thank the Hubspot team for creating this insightful report and letting us collaborate to help deliver some of the important findings.

Glimpse Tips & Tricks ✍️

Not only can you chat with your overall data, or any respondent persona, you can also chat with a segment of your data with the power of Glimpse AI.

Filter down to a certain subset of the population, options ranging from marital status, level of education, politics to hobbies and interests, annual income, location and many more. Then start asking your questions.

Chatting with a segment allows you to fine-tune your targeting strategies and collect additional data to test your hypotheses. Reach out to Glimpse to discover how AI can empower you to make more informed decisions. 

Updates from Glimpse 💪

The market research world is flooded by AI hopes and anxieties, and nearly every conference talk is about AI. In the midst of the craziness, we were inspired by all of the intelligent, honest, and critical conversations we had with colleagues from other organizations at the Quirks Chicago event. Many about how AI can support -and NEVER supplant- the values that tie our community together: empathy for the other, committed research, motivated exploration, and methodological integrity. We learned a lot as we enjoyed way too many complementary Negronis in blinking glasses!

— The Glimpse Team

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