This week we consider how we, as consumers, can exercise or amplify our consumer voices. I interviewed a market researcher who helps firms identify consumer insights by listening to consumers with some very cool technology and techniques. Can you say INCABOT?
You can skim this short email or click the links to learn more!
Let’s do this….
?PODCAST EPISODE #30:
YOUR CONSUMER VOICE
with Nexxt Intelligence president
As a marketer and consumer advocate, I am very passionate❤️ about people exercising their consumer voice. This could be through our reactions to products and services or through our input to product development and improvements. It’s about being heard as a consumer!
For this episode I had the great fortune of interviewing Kathy Cheng, the president of Nexxt Intelligence, an insight-tech company that helps firms and marketers identify consumer insights through engaging conversational research experiences delivered by IncaBot, a chatbot!! Cool, right?
In this episode you’ll learn:
- all about Automated Advertising – This is where firms blast out several ads with various insights and see what works… ultimately transforming the ad industry!
- how market researchers are using AI and AR – not just with automated advertising, but also testing products and advertising campaigns using latency measures, augmented reality, goggles, other sensory measurement techniques. (Sounds like a super fun focus group, doesn’t it?)
- how consumer research is becoming more interactive and FUN! – for example with gamification and chatbots.
Thank you Kathy!
? More on CHATBOTS & DIGITAL ASSISTANTS
Other than consumer research, what are chatbots used for?
- Customer service inquiries
- Finding basic information about a company, product or service
- Confirming a purchase
- Checking product inventory at an online retailer
- Booking or confirming a reservation (e.g. hotel or Uber)
- Scheduling, changing, or tracking a shipment.
- Ordering takeout or delivery
- the list is growing fast!
Our relationship with chatbots is “complicated.” In research conducted by PwC, here are the top five ways that consumers agreed describes their relationships with digital assistants:
- Adviser: 14%
- Acquaintance: 10%
- Teacher: 7%
- Friend: 6%
- Stranger: 5%
(oh, and Spouse/partner? 1%. Wait – what?!?)
Women tend to have higher expectations when using a chatbot. Research by Aspect indicates that for simple and moderate interactions and transactions, women expect more from chatbots. (Don’t say it…)
If you would like to learn more about CHATBOTS, A.I. and DEEP LEARNING, you might enjoy Talk About Talk podcast #15: Artificial Intelligence: Talking with Siri & Alexa with professor & author Avi Goldfarb
?5 WAYS TO EXERCISE YOUR CONSUMER VOICE
The next time you get an email (or a phonecall) seeking your input, think twice before you delete it (or hang up the phone), especially if it is regarding a product or service that you have strong feelings about – positive or negative!
If you aren’t satisfied with the service you are receiving, change service providers. If you aren’t satisfied with something you bought. Take it back and demand your money back. Vote with your wallet.
If you know anything about me and my research, this is a key one: word-of-mouth. Particularly if you are extremely satisfied or dissatisfied, tell your friends. Post your stories – good and bad – on social media. Become a consumer vigilante with a big mouth.
You can formally compliment (or complain) about great products and services directly to the company. Sometimes we forget how simple and effective that can be. Personally, I find it very satisfying when I receive great customer service and I ask if I can speak with someone’s boss, so I can tell them how great the service has been with a particular employee. You can also write a formal review on websites like Trip Advisor or Homestars.
This one might seem less obvious, but it can be extremely effective. Ask the company itself! If you received fantastic service, you could say “how can I make sure this outstanding service is recognized?” Ask the person if you should write an email or a letter or an online review. Ask them how your voice can be amplified.
?On VOICES, being HEARD, & CHATBOTS
I hope you enjoy this week’s podcast on YOUR CONSUMER VOICE !
Did you have a chance to listen to the special Talk About Talk Q&A episode? A few of you may have even heard your name in that episode! Thanks again to everyone who sent me questions – personal Qs, podcasting Qs and communication Qs. I will certainly do another Q&A episode in the future, But in the meantime, PLEASE keep the Qs coming!
Please don’t hesitate to email me or post on social media anytime with more questions, suggestions for future topics, or feedback.
If you enjoy these free weekly blogs and podcasts, I encourage you to forward this email or send this link to your friends and colleagues who may also be interested in learning about how to become more a more effective and confident communicator.
Have a great week.
Dr. Andrea Wojnicki
Founder & Chief Talker – Talk About Talk Inc.
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