Subconscious Brain Response to Digitized Voice Results

One of the key value components to Voice AI and the Instreamatic platform is the ability to analyze consumer behavior in response to various creatives in voice-activated ad campaigns. We specifically study how consumers respond to specific voiceover styles, various approaches to the intro/tease copy, demographic, geographic and psychographic targeting, time of day of ad delivery, keyword usage and more. The more campaigns we execute, the more we learn. This data is invaluable for marketers as we roll out and grow active campaigns.

More and more research is becoming available from external sources as well. Recently, Mindshare, a WPP agency, and Neuro-Insight conducted a small sample study analyzing the subconscious responses of people between 18 and 65 to various digitized voices.

Here are some interesting conclusions:

  • At a conscious level, both men and women generally prefer female voices.
  • Young people were more open to female voices than older age segments.
  • 29% have had a sexual fantasy about their voice assistant.
  • Both genders 35 and younger found female voices more approachable.
  • Younger audiences found female voices to be 102% more approachable than male voices and 22% more compelling than male voices.
  • Both genders over 35 found female voices to be more approachable and a male voice to be more compelling.
  • Older audiences found a male voice to be more compelling than a female voice.
  • Subjects of all genders and ages found a female voice to be more approachable than a male voice.

This study suggests that female voices are more warm and welcoming speaking generally. Alexa, Google Assistant, Siri, and Cortana were launched originally with female voices.

According to Mindshare, this type of data and research will help marketers in creating in-depth strategies around voice interaction. There is a general belief that people prefer voices that sound human-like. Other strategies being utilized to maximize response to voice interactions include pauses in sentences, elongating certain syllables and tonal change while speaking.

This study also seemed to suggest that there is a fundamental change in the behavior of younger audiences. In response, voice assistants are offering a vocal variety to allow the preferences of older and younger audiences. Going forward, we are likely to see more personalities and customization of voice. We are watching these trends closely and conducting our own analysis of actual campaign data. Our super easy ability to allow marketers to A/B test various approaches to creative is highly valuable in learning specific consumer insights like engagement, interest and more with real-time, empirical data available in a live dashboard during campaigns.

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