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As I'm sure you can attest, every day we're inundated with new tools, new platforms, new solutions. It can be a bit overwhelming.
As we launch Glimpse and speak to more and more people, I've been hearing a lot of assumptions about what Glimpse is.
I’d like to take this opportunity to set the record straight and clarify what Glimpse is… and what it isn’t.
There’s a time and place for traditional long-form surveys. I've spent years in the insights industry, and I can't tell you how many 15-20 minute surveys I've seen. Glimpse isn't meant to replace those.
Rather, Glimpse can help you decide whether you want to take the deep dive into a longer survey — using actual user responses to guide your decision. Glimpse can help with up-front ideation pre-survey, further refinement post-survey.
Short-form surveys traditionally use a multiple choice format. But here’s the problem with multiple choice questions: you need to know in advance what the choices should be — before you ever see user responses.
But how do you know what the choices should be before you gather input from users? Glimpse addresses this limitation. Using Natural Language Processing, Glimpse will automatically segment out key topics, and will apply a level of "sentiment” analysis, really trying to understand what they are saying on the emotional level.
Focus groups are a great tool for ideation and refinement, especially when you need to dive deep into a topic. But sometimes that can be overkill. They are also incredibly time consuming, and expensive, and you often only get access to 6 or 10 people at a time. When you just need some qualitative “tidbits” at scale, Glimpse can be a great alternative.
Glimpse and social media analytics do share a lot in common. We both employ Natural Language Processing techniques (NLP) to help segment out responses. The difference is: with social media analytics, you don't always know who these people are, and whether they’re representative to the audience you're looking to segment. With Glimpse, you’re getting access to real, validated, representative audiences — and you’ll know who they are, since you’ll see up to 20 data points about each person.
While doing secondary research can be extremely useful, it’s not always going to give you the most valid data sources. The data doesn't belong to you, and it’s not always relevant.
Well, in our next posts, we'll dive deep into some of the segments that are applicable for Glimpse.
For over a decade, market researchers have recognized that long surveys just don’t make sense. At industry conferences we hear again and again that audiences are simply too busy to invest their time in a 50-question survey. So why do zombie surveys continue to wander the earth?
Traditionally, market research was primarily a support function. Even today, a lot of quantitative market research is designed to either validate or invalidate existing hypotheses. It focuses on the ‘what’ and the ‘how’ far more than on the ‘why’.
Business travel was one of many industries that came to a halt due to the pandemic. Almost three years later, it’s still unclear which Covid-related changes — from remote work to changing traveling habits — will be permanent. We spoke to over 100 business travelers around the world using Glimpse’s easy and intuitive human response platform to understand what they think and feel about the future of business travel in 2023.
