Are you digital-twin curious?
Editor's note: Neil Dixit is the CEO of Glimpse and Adam Bai is the chief strategy officer of Glimpse.
Digital twins are virtual extensions of the audiences that matter most to your organization. Imagine a focus group in the room with you 24/7, providing real-time feedback about innovations and campaigns.
When we talk to marketers, innovators and researchers within brands, we’re often asked how we can truly know if that feedback is both accurate and useful.
Unfortunately, claims circulating in the industry like “we give you 95% accuracy for a tenth the cost of traditional surveys” aren’t helpful; in fact, it’s impossible to claim “95% accuracy” across a vast number of radically different use cases.
So, should we abandon all benchmarks and accuracy metrics when it comes to digital twins and other applications of synthetic data? Of course not.
We just need a better report card!
Meet Glimpse
Glimpse is a next-generation audience discovery platform putting AI to work for innovators, marketers, researchers and creators.
From Alphabet to HubSpot, Diageo to McCann Worldgroup, leading organizations trust Glimpse’s enterprise-grade approach to digital twins and synthetic data.
Everything we do is based on a foundation of high-quality first-party data, ensuring best-in-class fidelity and smarter outputs.
The promise and peril of digital twins
The potential benefits of digital twins when it comes to reduced costs, accelerated innovation, enhanced discovery of emerging market opportunities and more impactful campaigns are already clear.
But early adopters are also facing real challenges, including:
- Biased, unrepresentative or overly general results.
- Poor-quality (or outdated) data inputs leading to poor-quality (or outdated) outputs.
- Reliability issues due to badly designed models and algorithms.
We believe that Glimpse has developed industry-leading technical solutions to many of these challenges. But successful enterprise adoption – regardless of provider – also requires a clear set of standards for evaluating the quality and value of digital twin and synthetic outputs.
A better report card
Glimpse works with clients and partners to evaluate the risks and benefits of adopting digital twins in specific business contexts.
Our digital twin report card is a great place for any organization to start their adoption journey:
- Fidelity: Does the data accurately replicate known quantitative distributions?
- Realism: How faithfully do the style, tone and emotional content of synthetic responses reflect the responses of real respondents?
- Generalizability: Are the outputs applicable to novel scenarios, emerging trends or new stimuli?
- Utility: Does the approach help achieve organizational goals (e.g., uncovering new insights, driving product innovation, shaping better messaging and so on)?
At Glimpse, we think it’s time for an industry-wide conversation about when and how to adopt innovative approaches to market research, like digital twins. The benefits are potentially transformative but revolutionary technologies are always accompanied by uncertainty and confusion.
We hope that the Glimpse report card is one small step in the direction of trust and transparency.
