Investing in better insight: Can chatbot and voice technology add value to consumer research?

‘Smart assistants’ are now ingrained into daily life, so how can the findings of these technologies best be applied to consumer research? Alexandra Kuzmina and Annie Neller outline the latest experimentations with chatbot and voice technology - including their advantages and limitations - with a particular focus on product and packaging development and testing.

What you’ll learn:

• How conversational AI and voice technology can be successfully deployed in consumer insights
• The dos and don’ts from latest experimentations with chatbot and voice technology
• Tried and tested alternative methodologies
• Key considerations for inclusive design utilising smart assistants

Smart assistants are here to stay. But what value can they bring to consumer research? Find out what happens when conversational AI and voice technology is applied across a range of consumer research applications.

We hear key considerations for design and implementation with a clear understanding of the benefits, applications and watch outs to be able to capitalise on these technological solutions.

For example, can they enhance type and depth of insight by laddering down on individual responses and targeting experiences in-the-moment? Findings span both qualitative and quantitative applications, pushing the boundaries of what is possible versus traditional approaches.

Insights from case studies conducted alongside two leading FMCG brands  highlight what worked well (and not so well). They also show the advantages and limitations of these technologies, with a particular focus on product and packaging development and testing. 

We learn why not all smart assistants are built equally and why it’s important to understand how ‘intelligent’ they really are (in order to uncover which are the 'smartest' in capturing in-the-moment insights).

The session also covers the importance of design in research involving smart assistants, and how pre-existing biases in society can influence machine learning systems, the backbone for conversational AI and voice technology. 

Speakers: Alexandra Kuzmina and Annie Neller, Nova MMR

About us: The Nova tech innovation team @ MMR was created to keep its finger on the pulse of technology and ensure that consumer research utilises tech which has an impact, not just tech for tech’s sake. It explores and experiments with a range of new technologies, offers impartial opinions on their relevance in the insights world and continuously shares its findings.