Why voice is a game changer for market research WARC

Voice and the rise of home devices and smart speakers are opening up new possibilities for researchers, enabling respondents to engage beyond simply typing a response and creating opportunities for ongoing dialogue. In an ESOMAR paper, What market research can learn from Alexa & Siri, a trio of authors – Young Ham (Kantar Australia), Jason Dodge (Kantar US) and Rebecca Southern (Kantar Australia) – extol the benefits of chatbots and AI. "These can help bridge the gap between quantitative and qualitative, offering more in-depth ways to better understand today's consumers," they write. "These give the chance to participate in a more interactive, flowing manner that is more conversational than a typed response." And for marketing and insights teams, they add, "AI can deliver smarter, more impactful consumer engagement... at scale".