Getting Voice Right - Context Matters

Voice technology is going mainstream. Half of all smartphone owners used voice technology on their phones last year, with one in three using voice technology daily (comScore). Today, 47 million Americans use a voice assistant at least once a month, and by 2021, Gartner predicts the global market for voice assistants to grow to $3.5 billion.

The brands who speak up first, and get voice right, will stake a claim on this new frontier of consumer engagement. The potential is immense - but so is the risk if you get it wrong. Consumers rarely re-visit a voice application once they’ve had a poor first experience. Start with a win by launching with the right intents. You’ll reach your engagement goals faster, reduce development costs, and ensure internal buy-in and ongoing investment for your team.

Deliver a voice experience people want

speakers-2Nailing your voice strategy starts with understanding intents - how people want and need to engage with your brand. Users don’t interact with voice assistants in typical environments so now more than ever, context matters.

You need to meet them where they’re going to have those interactions: in the real world. Contextual research is the key to unlocking these insights and ensuring you are building for real life needs. Whether in the kitchen or the car, understanding how your users engage with voice apps contextually reveals the following:  

  • An understanding of how real-world environments impact experiences
  • Previously unknown user needs
  • Who your users are and their mental models and behaviors
  • Users in action in the form of audio and video recordings

AnswerLab’s approach


Upfront research isn’t as time and money intensive as you may think. Our contextual research approach involves participant diaries, video, and observation of your customers in natural settings.

Once needs are identified, we validate strategy recommendations against our experience of what voice does best and by surveying users to prioritize the ideal intents for your voice app. Because we know time is of the essence, we provide these insights in a matter of weeks, not months like traditional early-stage research engagements.

You get detailed findings and prioritized recommendations based on your business goals:

  • Insight into how how real-world environments impact your users’ experiences
  • New opportunities to engage your users in the right context
  • Strategic recommendations for designing your voice app’s value proposition and a prioritized list of intents that should be included in your voice app

AnswerLab knows conversational interfaces and contextual research.

We are the contextual research partner for the world’s leading brands - helping them navigate digital transformation from desktop to mobile to voice. We’ve conducted voice research for innovators in the financial services, retail, and technology industries. Our pioneering research to understand how brands need to respond to new voice platforms has been featured in VentureBeat and Forbes. 

Our robust toolkit of voice research can also help you refine concepts, test prototypes, and create a cycle for iterating and improving your conversational interfaces.

Do you have questions about navigating your voice strategy or want help ensuring you launch with the right intents? Let’s talk.

Read more of our voice work

Creating Great Voice Experiences Starts with Listening.
Best practices for designing voice applications. Download our Voice Research Report 

Brands have one chance to nail their voice user experiences. Read researched-based recommendations for How Brands Should Approach Developing Voice Applications

To Win in Voice, Build Trust. In the battle for market share of voice assistants, the winner will be the brand who can build the most trust with consumers. Read 5 ways branded voice interactions can build trust

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