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📣
RALLY Innovation Conference was all about cross sector collaboration and innovation, and we were excited to showcase how Glimpse is leading the charge in market research. Glimpse's approach to accelerating innovation was a hit with the start-up, investor, and ag tech communities especially (hey, it's Indiana and there's lots of agriculture around!)
We will be attending and exhibiting at the 2024 Corporate Researchers Conference in New York on September 17th - 19th. Hope to see you there!
Trending📈
We're thrilled to be part of the ongoing conversation about synthetic data, highlighted in a recent article by industry leaders. Glimpse’s unique approach to virtual personas was featured, emphasizing our ability to generate new ‘synthetic’ data (in the form of AI Personas) from high–quality qualitative and quantitative survey data.Read more on Research World.
Marketers have long heard that traditional brand campaigns are obsolete and only performance marketing counts. But should brands really give up on major events like the Olympics, despite the challenges in measuring ROI and declining viewership?Read more on Glimpse.
Marketing Week’s latest State of B2B research highlights that customer insight is the most essential skill for B2B marketers. In contrast, empathy is considered the least important. Read more here.
Hot Topics 🔥
Marketers constantly research to stay ahead of the curve and optimize their strategies, and this week is no different. Here are some hot topics marketers are exploring:
🔥Which social media platform generates the most ad clicks from my target audience?
🔥Do people feel more connected to B2B brands that have a recognizable face or spokesperson?
🔥What makes email copy compelling enough to boost engagement and drive action?
🔥What kind of content does my target audience engage with on LinkedIn?
When HubSpot needed a more nuanced understanding of its audience, they turned to Glimpse for a solution that went beyond traditional market research methods. HubSpot faced several challenges, including the need for a more actionable and agile customer picture, more precise messaging, and a strategy shaped by a deeper understanding of their audience.
This is where Glimpse stepped in with virtual personas. We leveraged gen AI to create digital twins—detailed, human centered profiles that truly reflect the complexities of HubSpot's customers. By engaging with these virtual personas, HubSpot was able to gain insights into the deeper motivations, preferences, and behaviors that static buyer personas often miss.
Curious about how we made this transformation happen? Dive into the case study below to explore how we:
Created the ideal HubSpot persona
Conducted a series of studies to identify ‘ideal’ and ‘anti’ persona respondents
Engaged in real time conversations with virtual customers
Uncovered audience challenges and opportunities for more targeted messaging
Back to School Self-Care for Parents: The Hidden Marketing Goldmine?
As the back-to-school season heats up, most brands focus on kids with new supplies, clothes, and schedules. However, parents are the ones behind the scenes juggling it all. Could there be a hidden opportunity for brands to cater to stressed-out parents during this hectic time?
Recent insights from our research suggest there is a growing demand for self-care among parents navigating back-to-school chaos. In fact, 60% of parents are engaging in self-care activities to manage their stress. This shift, especially among younger Gen Z parents, shows a rising trend in prioritizing mental and emotional well-being.
Additionally, many parents face significant challenges with time management and financial strain during this period, revealing gaps in the market for brands to offer solutions. By tailoring back-to-school campaigns to address these pain points, brands can connect with parents on a deeper level, creating a win-win scenario—reducing parental stress while boosting sales. Read more on our blog.
What are Glimpse’s digital twins? Imagine being able to interact with virtual personas that don't just mirror demographic data, but also ‘think’, and ‘speak’ and make decisions just like your real customers..
Let’s rewind back to the beginning. At Glimpse, our journey begins with collecting diverse data that goes beyond numbers. We gather a variety of insights through different question types to capture the full range of customer experiences. By combining this with our sentiment analysis, we dive deep into understanding not just what customers say, but how they feel.
Then, we take this raw data and humanize it into digital twins– virtual personas that mirror the complex behaviors and emotions of your real customers or a segment of your customers. This process allows brands to simulate real life interactions and tailor strategies that resonate deeply with their target audience, ultimately creating more authentic and effective marketing campaigns.
In our latest piece with Ad Age, our Founder, Neil Dixit, and Chief Strategy Officer, Adam Bai dive into how incorporating qualitative insights is the key to creating digital twins that are not just accurate, but truly reflective of the human experience. Read more below.
The RALLY Innovation Conference focused on cross sector collaboration and innovation, and we were proud to demonstrate how Glimpse is driving change in the field of market research. We had insightful discussions with many of you about integrating gen AI with human insights to enhance data driven decision making. The event also featured a diverse lineup of speakers and a t pitch competition, providing plenty of opportunities to learn and exchange ideas. It was great to connect with attendees and hear your perspectives on the future of innovation.
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