Alexa, Can You Live Up to the Hype?

Like it or not, voice assistants are here to stay and Smart Speakers are one way they are infiltrating our homes. But, do we get what we expect when we open the box for the first time? How well does the marketing hype of brand giants like Amazon, Google, and Apple live up to the reality of ownership? Recent results from Ipsos’ Tech Tracker indicate there may still be work to do.

The author(s)

  • Eda Koray Ipsos Connect, UK
  • Graeme Griffiths Ipsos Connect, UK
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Our latest thought piece, Voice Activated Speakers: Alexa, Can You Live Up to the Hype?, investigates how smart speakers are changing the marketing landscape. Voice is increasingly important to marketing strategies and with it the value of understanding how consumers interact with and experience their voice activated speakers. Understanding how users and non-users perceive, experience, and come to own their devices allows you to build a marketing strategy that compliments their needs. Ultimately, building brand recognition, influencing purchase intent, and allowing you to focus your efforts on what the consumer wants.

The author(s)

  • Eda Koray Ipsos Connect, UK
  • Graeme Griffiths Ipsos Connect, UK

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