Experts answer: How can brands thrive in a voice-activated world?
The Innovation Group recently launched Speak Easy, a trends and insight report about the rise of voice-activated technology. In a new video series, experts share what brands need to know about voice technology amid rapid consumer adoption.
Speak Easy was created in partnership between the J. Walter Thompson Innovation Group London and Mindshare Futures. The study features behavioral insights from a survey of more than 1,000 UK smartphone owners from SONAR™, J. Walter Thompson’s proprietary research tool. Speak Easy is the first report to make use of consumers’ cognitive response to voice technology, according to a brain imaging analysis conducted with Neuro-Insight.
Featured experts in the videos include:
- Duncan Anderson, CTO of IBM Watson Europe
- Heather Andrew, CEO of Neuro-Insight UK
- Michael Hill, founder of Radioplayer
- Nick Ryan, audio specialist
Advertising in a voice-first world
The rise of voice-based user interfaces will inevitably impact advertising. Brands will have to distinguish themselves in a sea of voices, without traditional means to build brand equity. Are brands up to the challenge of voice?
What makes voice exciting?
Despite its challenges, voice interfaces offer brands a unique way to connect with consumers. “Audio touches you, as a human,” says Hill. According to our cognitive research, voice interactions create twice the emotional brain activity that typing does.
Brands in a voice-first world
To succeed in a voice-based world, brands will need to hone in on simplicity and distinction. “That’s why people use voice interfaces,” says Anderson. “It’s a very efficient way of communicating.” The challenge for brands is to stand out without creating confusion.
How consumers will adopt voice
Consumers are just beginning to welcome voice-activated devices into their homes. What’s next on the horizon? Our experts predict: The car, the office, and anywhere a simple answer is most functional.
Advantages of voice interfaces
Voice control presents new challenges for brands. But could brands learn to see it as an advantage? Voice interfaces are intuitive, easy, and “free people from the tyranny of the screen and the keyboard,” says Andrew.