Speak Easy, a new trend report produced by J Walter Thompson Innovation Group and Mindshare explores our nascent relationship with voice technology and envisions the rise of the voice-activated world. Voice interaction will redefine not just how consumers live their lives, it will transform the way brands engage consumers.
Key findings of the report show that consumers have a stronger emotional connection to brands when using voice technology. In fact, the study which was conducted in collaboration with Neuro Insight, a leading neuroscience research agency, showed that emotional activity was twice as high when consumers voiced a brand question rather than type it. It also revealed that 50% less brain activity occurs when processing an answer delivered by voice, which means people find it much easier to use.
It also found that consumers want to give up control to their voice assistants as they take on more of a proactive role as ‘digital butlers’. 87% of voice users cite that ‘when voice technology works properly it simplifies their life’.
The study further finds that voice will free users from mobile dependency, liberating them from the screen and allowing them to better interact with the world around them.
The report was launched at the British Academy of Film & Television Arts in London on 5 April at an event celebrating the past, present and future of voice. In association with Sennheiser, the stage was transformed by an ambisonic audio journey through the history of the recorded voice, performed by Game of Thrones actor Meena Rayann.
Highlights from the research were followed by a lively expert panel discussion hosted by BBC Click presenter LJ Rich. The panel, featuring experts from IBM, Neuro Insight, Acast and Enders Analysis, explored their vision of how the relationship between consumers and voice might evolve and debated themes such as building brand personality into technology and the future for advertising via voice tech.
Speak Easy will be presented at the Cannes Lions festival on 20 June, where new research from eight international markets will be shared, in a session offering a fascinating comparison between Eastern and Western markets.