What Market Research Can Learn from Alexa & Siri: Exploring the ways Savvy Consumers have innovated in their lives and how market research practices can follow their lead

Kantar, a media company, shares tangible examples of ways researchers, marketers, and advertisers alike can tap into innovative consumers and leverage the ocean of data they are generating.

Introduction

Innovation is impacting every part of our lives, with smartphones making the world available from our pocket with a simple click, swipe or voice command. And now Apple HomePod and Amazon Echo, teamed up with our friends Siri and Alexa, are all giving us direct access to information without the need to reach for a device.

In fact, voice-control products are taking off; with US smart speaker installs reaching 50 million mid-last yeari) indicating the voice-activated smart device revolution is just getting started. And while these voice-activated devices become ubiquitous, our smartphones are still the central place that we...

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