SPEAK EASY There has always been something that gets in the way ofour relationship with technology; the keyboard, the mouse,the screen. We’re now ready for the most natural andintuitive form of interaction—the voice. It’s time for humanityand technology to Speak Easy.Developments in speech recognition and natural languageprocessing (NLP) mean we can now talk to computers in a way that was considered science fction just a fewyears ago. According to Google, 20% of mobile searches on Androidare by voice. Amazon has created a new voice hardwarecategory and sold 11 million Echoes, and Google launchedits own equivalent, Home, in the UK in April this year.The rise of a voice-activated world will allow us to getcloser and more intimate with technology. Voice interactionwill redefne not just how we live our lives, but the digitaladvertising landscape and how brands reach consumers.Now is the time for marketers to learn how to Speak Easy…JEREMY POUNDERELIZABETH CHERIANFutures DirectorUK DirectorMindshare The Innovation GroupJ. Walter Thompson Opening letter A consumer trendsand insight report onvoice technology andits impact on brands.SPEAK EASY Speak Easy is a trends and insightreport, carried out in equal partnershipbetween J. Walter Thompson InnovationGroup London and Mindshare Futures,which explores voice technology andits implications for brands. Our researchcomprised several methodologies andcovered the period January 2017 to March 2017. NEUROSCIENCE EXPERIMENTIn partnership with Neuro-Insight, we used Steady-State Topography (SST) brain-imaging technology to measure how the brain responds to voicetechnology for a series of tasks versustext or typing alternatives. 102 smartphoneusers and Amazon shoppers between the ages of 18 and 65 took part. QUALITATIVEOver 30 UK respondents took part ina two-week self-ethnography projectcapturing their own behaviors andattitudes in a series of voice technologytasks. We then ran two focus groups with12 of these participants. A mixture of Early Adopters and Early Majority voiceusers were recruited. About this reportContents Voice Today 1 The Future Voice Consumer 19 Brand Futures 29 Implications 40Thank Yous 42 EXPERT INTERVIEWSWe conducted in-depth interviews withexperts across sectors including artifcialintelligence (AI), neuroscience, marketing,sound design and radio.QUANTITATIVEWe carried out a quantitative survey usingSONAR, J. Walter Thompson’s proprietarymarket research tool, surveying over 1,000UK smartphone owners aged 18+ and 100Amazon Echo owners. SECONDARY RESEARCHWe carried out extensive desk research that synthesizes internationalcross-category case studies. SPEAK EASY1VOICE TODAY Voice Today Resonantia by Jef Louviere and Vanessa Brownexplores the relationship between photography andmusic by visualizing 12 musical notes and convertingthe photographs into audio.。。。。。。