Voice and Facial Coding in Market Research

Abstract

Advances in technology over recent years made it possible to use machines and artificial intelligence to develop commercially viable solutions for companies to listen to consumers, decode the meaning, and respond accordingly. In parallel, solutions have been developed that are able to automatically track facial expressions of consumers when reacting to a given marketing stimulus.

The authors look at how marketing executives can apply these technologies to generate enhanced customer insights, providing a realistic context for future applications. The focus is on bringing researchers and managers closer to those moments of truth and our ability to understand customer emotions, emotional reaction, everyday language, and ultimately brand engagement.

The chapter covers the application of commercially viable use cases for (1) the automated measurement of emotions through facial coding to optimize advertizing and content, and (2) the use of voice coding technology to design interactive chatbots as an alternative to traditional surveys. In the outlook, the authors describe the potential that these technologies provide for future research and further use cases.

Citation

Neudecker, N., Varma, D., Wright, D. and Powell, R. (2021), "Voice and Facial Coding in Market Research", Einhorn, M., Löffler, M., de Bellis, E., Herrmann, A. and Burghartz, P. (Ed.) The Machine Age of Customer Insight, Emerald Publishing Limited, Leeds, pp. 37-49. https://doi.org/10.1108/978-1-83909-694-520211004