✨Welcome to the 15th 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. 

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 to effectively capture attention and engagement in an era dominated by short attention spans?

🔥What are the most effective influencer demographics for my target audience?

🔥What industry related keywords and phrases are consumers using for voice search?

🔥What are my target audience’s preferred content formats and topics?

Glimpse Insight of the Week 💡

HubSpot, a leading name in inbound marketing and sales software, embarked on a quest to redefine its understanding of the ideal customer persona. They sought a more nuanced, complete, and human picture, leveraging the power of Glimpse AI to extend the capabilities of human research. 

Here’s how Glimpse helped Hubspot solve the puzzle:

❓The Big Question: How can AI augment human research to create a customer persona that is not just actionable, but also agile, iterative, and interactive?

📝Step 1: HubSpot initiated a series of comprehensive studies, each involving over 1000 respondents categorized as "ideal" and "anti" personas. These studies delved into natural language responses and close-ended questions, covering a spectrum of topics including business approaches, platform and tool decisions, shopping and hobbies, as well as media and tech habits.

🤖Step 2: Utilizing Glimpse’s cutting-edge AI technologies like AI Topics tool, HubSpot expanded upon the foundational data collected. 

💬Step 3: Leveraging Glimpse, HubSpot had real-time conversations with virtual customers embodying various persona traits, facilitating dynamic interaction and providing invaluable insights into customer preferences and behaviors.

👥Step 4: HubSpot also conducted AI segment chats with crosstabs analysis to gain deeper insights into how diverse customer segments interacted with HubSpot's offerings and messaging.

➡️Step 5: HubSpot's journey didn't end with data collection; it was just the beginning. They used Glimpse’s new enrich data tool to enhance their insights. Learn how to enrich your data in the Glimpse Tips & Tricks section.

Survey Spotlight 🔍

Health or Hype? Decoding Ozempic’s Popularity Surge:
Glimpse discovers actual usage percentage (9%) falls below online buzz.

Glimpse survey comments highlighted concerns such as "How will they affect my long-term health," "My biggest concern is dependency and death," "They have not been tested for a long enough time," and "Diabetics won't be able to get it for their diabetes it happened to my wife there was a shortage and had to skip a month."

The meteoric rise of Ozempic, a drug initially touted for diabetes management, is because of its undeniable impacts on weight loss. And its success has been heavily influenced by its promotion and endorsement in celebrity circles. Interest in this medication has driven over 383 million views on TikTok, with many users sharing before and after results of slimming figures, ultimately causing shortages of the drug. But how is this enthusiasm observed in media and promotional materials reflected in human experience and sentiment? Are views of Ozempic evolving?

Glimpse found out by surveying 312 US-based 18+ male and female respondents:

While 77% of surveyed individuals are aware of Ozempic, actual usage remains low at 9%. This discrepancy raises questions about the drivers of its popularity. Is it the genuine effectiveness of the drug, or is it a testament to powerful marketing strategies? The Glimpse survey suggests that the narrative is complex, with many respondents endorsing the drug’s potential yet remaining cautious due to the fear of side effects and dependency.

Our survey posed a critical question about the role of prominent figures, like plastic surgeons and TV personalities, in normalizing the use of drugs like Ozempic as a lifestyle enhancer. The responses were telling: a significant portion of participants expressed concern that such endorsements could trivialize the serious nature of prescription medication, leading to its misuse.

Consumers are increasingly seeking authenticity and transparency in health-related communications, pushing back against sensationalism. Despite the potential benefits, 45% of participants are not inclined to use these drugs for weight loss purposes in the future, highlighting concerns over dependency (28%), side effects (26%), and the long-term health implications (17%).

According to Glimpse AI, these key messages might be beneficial in the Ozempic dialogue based on the answers of the respondents:

1. Addressing concerns and skepticism
2. Highlighting the need for supervision and information
3. Emphasizing potential benefits while acknowledging risks
4. Promoting a balanced view on weight management
5. Encouraging critical thinking and personal responsibility

Read the full study on the Glimpse blog.

Glimpse Tips & Tricks ✍️

Unlock the full potential of your data with Glimpse's powerful tools for enriching your datasets. Grow your dataset “horizontally” in minutes, all based on the industry’s most secure foundation of known demographic and firmographic data points and nuanced first-party data!

Enrich Your Data: Extend your dataset horizontally by leveraging existing data by the help of Glimpse AI answering additional questions within the same study. Think of it as a virtual recontact study, where you can delve deeper into specific topics or areas of interest, enriching your insights without starting from scratch.

If you want to dive deeper into our new Enrich feature watch the live demo here or reach out to learn how Glimpse can supercharge your data analysis!

Trending 📈

Explore the Glimpse blueprint for the future of AI powered market research with a deep dive with our founder Neil Dixit. Read more on Glimpse.

Does B2B influencer marketing have to be as complex as we’re making it to be? According to Adweek, the essence of successful B2B marketing still hinges on human interaction. Read more here.

Contrary to popular belief, making customer experiences effortlessly predictable can sometimes backfire. This article explores four distinct journey types according to research— explore more on Harvard Business Review.

Headlines 📣

• Lisa Hancock steps up as Glimpse's new Chief Operations Officer! We are celebrating her journey from advisor to key leader in client success and operations.
• Join us at the TechDay Expo on May 10th at the Javits Center in NYC, where our founder will be delivering a speech. Don't miss it!
• If you haven't had a chance to check out our 2024 Consumer Trends Report in partnership with HubSpot, download it to explore what makes buyers click, tap, and buy.

Update from Glimpse 💪

Looking back on our amazing time at IIEX! From reconnecting with all of you to presenting a case study with HubSpot, participating in insightful roundtable discussions, it was truly an unforgettable event for us..

— The Glimpse Team

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