Voice technology is sweeping the world. Assistants like Amazon’s Alexa and smart speakers like China’s LingLong DingDong have captured our imagination. At our beck and call, talking computers—once seen only on the silver screen—are becoming an everyday reality as advances in AI transform our relationship with technology.

Speak Easy: Global is a look at the state of the voice technology market worldwide. Across markets, the opportunity is ripe for businesses to get immersed in the voice-activated world. We’ve interrogated the impact of voice technology on consumer behavior across Asia-Pacific, Europe and North America, and distilled the key business opportunities for brands. While there are considerable cultural nuances and market factors in each country that dictate the local response, we have also identified strong trends that resonate on a global scale.

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Our research comprised several methodologies. Qualitative research conducted in Shanghai and the UK provided 24 focus group participants for a self-ethnography project. A neuroscience experiment conducted in partnership with Neuro-Insight used Steady-State Topography (SST) brain imaging technology for enhanced insight. The report’s findings are also backed by a quantitative survey of 6,780 global respondents using Kantar and SONAR™, J. Walter Thompson’s proprietary market research tool.

Speak Easy: Global is a trends and insight report carried out in equal partnership between J. Walter Thompson Innovation Group London and Mindshare Futures. Our research spanned nine countries (UK, US, Germany, Spain, Thailand, Japan, Australia, China and Singapore) and covered the period from January 2017 to June 2017.

Download the report here.

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