February 12-13, 2019

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‘Alexa, Order Heineken.’ Voice and the Digital Assistant: A Wake-up Call for Marketing

Room 1 | 2:15-2:45 | Wednesday, February 13, 2019

Voice is intuitive, fast and has the potential to become a dominant mode of accessing and interacting on the Internet. When we see how young families – the early adopters – embrace voice, it’s very likely the entire consumer landscape will change: consumer behavior, the path-to-purchase and the way consumers interact with brands are all poised to change dramatically. Voice applications help us manage lives, be in control, facilitate, assist, inform and entertain. In this presentation we will consider how voice and the digital assistants are impacting consumer decision behavior.

To examine voice trends from a consumer and brand perspective, we conducted research in the USA, U.K. and Germany. Since Amazon, Google, Apple and Microsoft have introduced voice platforms in these markets, they reflect the dominant “voice landscape” in the western world for brands moving forward. We conducted the following interviews:

  • Expert interviews within globally-leading CPG companies regarding their digital marketing strategy and specifically regarding voice for the coming years;
  • quantitative primary research among consumers to assess the current and expected use of voice;
  • in-depth interviews with active voice users.

We will share the learnings of these interviews and the implications for marketers and insights professionals.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Customer experience
  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative


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