Project VOICE
By Kantar - More London - London
For Procter & Gamble Company Brand Kantar Analytics Practice
Highly Commended in category Data-Driven
Insights
Project Description
Voice enabled technology is being widely embraced by consumers. However, there were no current methodologies open to advertisers to understand from actual behavioral data how those consumer-to-technology conversations led behavior and action.
Seizing this opportunity as partners, P&G and Kantar Analytics Practice chartered unexplored territory to innovatively study behavioral Alexa and Google Home data to provide guidance for the business on how to effectively harness conversational commerce for the P&G brands and retailer partners.
Seizing this opportunity as partners, P&G and Kantar Analytics Practice chartered unexplored territory to innovatively study behavioral Alexa and Google Home data to provide guidance for the business on how to effectively harness conversational commerce for the P&G brands and retailer partners.
Agency Solution
This is an outstanding example of Data Creativity because:
a. We sought to understand new behavioral data sources that the industry had yet to explored (conversations of consumers with their Alexa or Google Home Devices) where data from Amazon, Google and Apple are not openly available.
b. We challenged pre-conceptions of how we access data. We accessed the voice data through images, which were converted into text and then into patterns and conversational commerce behaviors.
c. We utilized innovative technology and creativity to understand how voice enabled data could be related to, and answer, relevant FMCG business questions regarding the consumer journey including overall interactions, product research, purchase and consumption.
d. We augmented behavioral data with a survey for this research, joining what consumers say and do, providing a strong data sets and overall insights for our client.
e. We used NLP to understand the tone of commands, allowing us to comprehend the nuances in the conversation and the relationship of consumers with technology: are they seeing Alexa as a companion or an enabler? (e.g. directive ‘switch on the lights’ vs. conversational ‘Alexa am I your best friend?’)
a. We sought to understand new behavioral data sources that the industry had yet to explored (conversations of consumers with their Alexa or Google Home Devices) where data from Amazon, Google and Apple are not openly available.
b. We challenged pre-conceptions of how we access data. We accessed the voice data through images, which were converted into text and then into patterns and conversational commerce behaviors.
c. We utilized innovative technology and creativity to understand how voice enabled data could be related to, and answer, relevant FMCG business questions regarding the consumer journey including overall interactions, product research, purchase and consumption.
d. We augmented behavioral data with a survey for this research, joining what consumers say and do, providing a strong data sets and overall insights for our client.
e. We used NLP to understand the tone of commands, allowing us to comprehend the nuances in the conversation and the relationship of consumers with technology: are they seeing Alexa as a companion or an enabler? (e.g. directive ‘switch on the lights’ vs. conversational ‘Alexa am I your best friend?’)