Automation of the Real Voice of the Customer. Use of massive audio and video interaction in online interviews
Voice is a new interaction mode in the digital environment supported by players like Amazon, Google, Microsoft etc. The very recent development of devices also allows video interaction.
A team of researchers was inspired by the interaction and automation opportunities of the new technologies and developed a study testing new interaction modes in comparison with the established mode of typing open answers with a keyboard.
A device agnostic BYOD approach was developed by pangea labs to take advantage of the existing devices in the hands of consumers. The technology was integrated in a web-browser survey which is functional on the main categories Desktop, Laptop, Tablet and Smartphone. The charm of this initiative lies in the detail of the direct access to the market research infrastructure which can be used without additional cost.
A massive study with 9813 panelists of the German panel EntscheiderClub was conducted. After checking for technical feasibility and willingness to participate 1251 interviews (13 Minutes 20 seconds median) were conducted in 3 random routes:
Classical keyboard (Control group n=437)
Voice interaction (Experimental group 1 n=407)
Video interaction (Experimental group 2 n=407)
The study was using 9 open ended interactions to be compared between the control group and the two experimental groups with the topic “digital assistants in the household”.
In total 7326 audio and video responses were collected. The innovative part of this research was the development of fully automated transcription tools using Natural Language Processing to create transcripts of the recorded audio and video footage.
The data collected was transferred to the reporting partner insius analyzing the formerly spoken words. The results show a much more intense feedback of the respondents using the experimental conditions. People’s willingness to express themselves grows by 250% on average using voice instead of typing. With video the amount of answers grows by 150% compared to the well established mode of typing in answers with a keyboard.
The virtual team hopes to be a candidate for the best practice session at GOR19 as we see this joint project as a role model of expert's cooperation all along the future value chain of market research.