As voice-assistant technologies become more frequent in many different industries, questions of its influence on those industries themselves become more pertinent. Today’s guest is Krish Velkar from Ogilvy, who joins us to discuss his recent master’s dissertation which explored the influence of voice assistants on the purchasing of FMCG products (fast-moving consumer goods).
In this episode, we discuss the history of voice technology and the ways people are beginning to use it more frequently in India as well as globally. Krish gets into what voice tech promises for accessibility, speaking to his grandparents’ adoption of smartphones due to the intuitiveness of voice tech as a UI. He speaks about the idea of low and high involvement purchases, and where voice purchasing is most effective.
We then get into Krish’s actual research, and he takes us through the hypotheses, methods, discoveries, and insights that can be found in his dissertation. He talks about the surveys he made regarding the buying process and the likelihood of repurchase using the Ariel detergent virtual assistant. He also discusses ways companies can optimize the voice-assisted experience, stressing the value of early brand adoption and more anthropomorphic chatbots.
We could be looking at significant developments in the FMCG retail space over the next few years, so Krish’s research couldn’t come at a better time. Tune in to hear more about it.
Links from the show:
- Krish Velkar on LinkedIn
- Krish Velkar on Twitter
- Alexa, are you a salesperson?
- Impact of Voice Assistance on a Consumer’s Purchase Decision for FMCG Products
- Ogilvy
- James Poulter
- Voice2
- University of Bath
- Marketing Week
- VR World
- King’s College
- Professor Ko de Ruyter
- Mark Ritson
- Vixen Labs
- Siri
- IBM Shoebox
- Carnegie Mellon Harpy
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