Voice is more intuitive, is faster and has, within the private space of the people, 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, the way consumers interact with brands are all poised to change dramatically. Voice applications help us manage lives, be in control, facilitate, assist, inform, 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, UK 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.