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.


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands