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 store everything, use to make mobile payments, and more. The momentary panic when you think you've lost your device is gut wrenching because we are so heavily dependent on them to function even in the most basic sense. It's evolving at an exponential rate.
But can we say the same for market research? As researchers, providing us access to data from new sources like customer data platforms, voice control, and all corners of the internet could be considered the equivalent of sticking a kid in a candy store. Exciting yes, but completely overwhelming for some. This paper will look at what is available and how we can use these new opportunities as an industry.