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HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
With the approach we are about to build a new game of research
stretching the boundaries of classic market research into n...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th
March 201...
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GOR19 Automation of the Real Voice of the Customer - Use of masssive audio and video interaction in online interviews

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Best Practice Award Competition of the German Society for Online Research (DGOF - Deutsche Gesellschaft für Onlineforschung e.V.)
Prof. Dr. Holger Lütters - HTW Berlin

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GOR19 Automation of the Real Voice of the Customer - Use of masssive audio and video interaction in online interviews

  1. 1. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 1 Automation of the Real Voice of the Customer Use of massive audio and video interaction in online interviews General Online Research Cologne, 7th March 2019 Track: Best Practice Award Holger Lütters│HTW Berlin Malte Friedrich-Freksa│GapFish Dmitrij Feller │pangea labs Marc Egger│insius u.G. Mark Wolff │GapFish
  2. 2. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 2 Teaming up research and technology competencies for an example of the future of integrated API research IDEA & Setup 1
  3. 3. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 3 1 Development questionnaire with special question types covering voice and video formats Holger Lütters 2 Panel supplier delivering a massive sample (9813 contacts) to test the feasibility in the existing market research infrastructure Malte Freksa Mark Wolff 3 Integration of APIs for text2speech speech2text and video2text inside SaaS survey tool questfox with automated transcription Dmitrij Feller The project setup is a blueprint for future research of joint research of different highly specialized fields of expertise Teaming up for the future of integrated API research 4 Automated text coding for open answers with InMap. Providing a real time text analysis API with sentiment analysis Marc Egger Third Party APIs
  4. 4. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 4 Idea: Speech and Video question formats in research interviews Welcome to the age of talking to machines 2
  5. 5. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 5 Speech is becoming a new interaction standard for digital devices User Interfaces are changing Icons made by Freepik from www.flaticon.com Why not using speech and video answers in integrated approaches of market research?
  6. 6. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 6 Hardware and Software using Digital Speech Assistance is entering the consumer’s life with voice and video approaches Speech is everywhere but in research
  7. 7. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 7 To use the non-standardized third party hardware a software development process for each device category is required Looking for a usable alternative in the world of market research https://developers.google.com/actions/ Amazon SKILLS Google ACTIONS https://developer.microsoft.com/en-us/cortana Microsoft Cortana SKILLS Apple SiriKit https://developer.apple.com/sirikit/ https://developer.amazon.com/de/alexa-skills-kit
  8. 8. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 8 Idea: BYOD allows to use the existing market research infrastructure Using Text2Speech and Speech2Text in the market research interview with standard devices BYOD Bring your own device Speech2Text (STT) Receiving Audio Input with automated transcription Text2Speech (TTS) Reading out loud questionnaire by artificial voice Standard questionnaire tool with additional features Use of existing panel structures with established research filter procedures
  9. 9. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 9 Empirical approach: Text vs. Speech vs. Video Large sample study mit 9813 contacts and n=1251 complete interviews 3
  10. 10. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 10 Large sample feasibility study with EntscheiderClub from GapFish with 9 text/voice/video interactions per interview Classic setting to compare effects of the new opportunities Text n=437 Control group #A Standard procedure of typing in text Voice n=407 Experimental Group #B Background Speech2Text transcription procedure Video n=407 Experimental Group #C Video Recording with automated transcription from audio stream *1,50 € Incentive for questionnaire in german language. 9 Text/Speech/Video Interactions. Median duration 13:20 minutes
  11. 11. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 11 A transcript is automatically generated based on the spoken answer … even with stuttering answers Transcription success largely depends on the audio quality Example Male Voice (German) also ich wäre auf sowas überhaupt nicht gekommen aber ich frage mich auch wie aber ich glaube nicht ich denke nicht weil also von also ich glaube nicht menschen würden sowas machen ihren partner überwachen lassen dass es auch wenn man im streit ist oder irgendwie misstrauen hat es würde es gibt sie also nicht kann jetzt nur sagen wo wie wie meine sich so ist aber ich glaube eher nicht Transcription ProblemImprovement Automated Transcription Result Question: "There are fears that people will use these technologies to do inappropriate or even illegal things. Would you imagine that people might use this to spy after their partner?"
  12. 12. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 12 The better the technology used by the participant, the better the transcription result Transcription success largely depends on the audio quality Example Male Video (German) natürlich birgt es diese gefahren das wird auch vorkommen so ist der mensch aber das wird sich nicht verändern ich denke die vorteile überwiegen je nachdem wie man es nutzt schwarze schafe gibt es immer und überall Transcription ProblemImprovement Automated Transcription Result Question: "There are fears that people will use these technologies to do inappropriate or even illegal things. Would you imagine that people might use this to spy after their partner?"
  13. 13. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 13 Voice and Video questions outperform in quantity in open answer questions Depth in open answers above average Question: "There are fears that people will use these technologies to do inappropriate or even illegal things. Would you imagine that people might use this to spy after their partner?" n=437 n=407 ja schon das ist ja naheliegend es gibt ja auch Leute die die Privatsphäre ihres Partners nicht akzeptieren und Telefone und Nachrichten und so weiter kontrollieren E-Mails und Chat Verläufe aber ich denke schon dass das durchaus naheliegend ist ja glaube ich definitiv also wir sind im Zeitalter den Medien und Computer Wirtschaft und ja das ist definitiv ein einfaches Gerät womit man den Partner überwachen kann womit man ja auch diverse andere Sachen was illegal wenn ich sogar höchst kriminell ist ich denke schon dass es solche Menschen geben wird die ihren Partner damit überwachen oder auch mich *Examples from 407 automated transcripts n=407 sicherlich kann man auch moderne technik illegale sachen machen aber ja das kann man genauso gut auch ohne die technik machen also von daher das ist jetzt nicht so der haupt beweggrund warum ich das ablehnen asos assistentin also das sicherlich ist das für manche halt noch ein beweggrund mehr irgendwie zu lästern oder andere menschen sie diffamieren aber ja aber das ist jetzt nicht so der hauptgrund für mich ja in der tat ist das wahrscheinlich eine möglichkeit ich bin da selber glaube ich ganz naiv bzw wenn mir jemand etwas böses will dann wird er das so oder so schaffen so dann glaube ich nicht dass die gefahr oder dass die möglichkeit durch diese dinge wächst aber natürlich kann das auch für menschen die da sehr empfindlich sind oder sehr ängstlich sind tatsächlich ein grund sein das abzulehnen ich persönlich glaube das eigentlich nicht vogelfutter könnte ich mir gut vorstellen auf menschen die diesen drang haben andere ständig zu lachen oder zu wissen was andere tun gibt es das ist glaube ich so dazu verleitet
  14. 14. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 14 The Voice Interview can grow the amount of open answers by the factor 2,5 in less interview time Voice and Video outperform in open answers n=437 n=407 n=407 Amount of Words Amount of Letters Time used in seconds Average amount of letters per second in interview
  15. 15. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 15 The interview experience was rated better in the new interaction formats New or just what people are about to expect soon? Question: Would you recommend the panel provider to use more interviews of that kind? Net Promoter Score Question
  16. 16. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 16 Intense panel effort needed to reach the completion quota. Video participants more difficult to reach than speech The approach is already possible in any panel setting, but requires some technical screening 21,7% of starters -42,6% -32,7% -42,3% -2,2% 16,2% of starters -51,9% -41,8% -39,9% -3,0%
  17. 17. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 17 Analysis of massive audio data today and tomorrow Analysis of more than 7300 Audio and Video files 4
  18. 18. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 18 Massive Audio and Video Data exceeds the possibilities of classic analysis 9 question blocks as audio or video question, each with n=407 answers = 3663 media files for each route Anonymized Audio-/Video Files
  19. 19. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 19 The detailed text mining approach conducted with insius opens a brand new API world of text analytics in interviews The output of massive text answers needs to be better understood Question: "There are fears that people will use these technologies to do inappropriate or even illegal things. Would you imagine that people might use this to spy after their partner?"
  20. 20. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 20 The approach can be combined with additional cognitive service API ideas to analyze voice and video besides the content The next step is analytics of the voice pattern and additional information from the video sequence Voice analytics like computerized Voice Stress Analysis CVSA Cognitive Services APIs analyzing beyond emotional tracking
  21. 21. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 21 The Real Voice of the Customer Critical Reflection 5
  22. 22. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 22 The research project shows opportunities for revolutionary new approaches in interview research Brand new world of interaction research is not for everyone ● Technical bias / drop-out ● Overrepresentation of technology-savvy samples Weaknesses ● Easy access to more text responses in less time ● Lower barriers for people with less willingness/possibilities to express themselves in writing ● More personal information in a less controlled environment Strengths ● Human reservations about new forms of interaction ● Legal questions / data protection (video as personal information especially worthy of protection) Threats ● New research opportunities for completely new interaction designs ● Interviews with illiterate people ● New ideas for qualitative interviews ● Speech-Bots in Research Opportunities Please do not only evaluate the new idea based on your today’s research processes. Think about how research could look like tomorrow...
  23. 23. With the approach we are about to build a new game of research stretching the boundaries of classic market research into new ways of interaction Option A Support established processes with new technologies Option B Develop completely new concepts of data collection and analytics 23
  24. 24. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 24 Our joint research is only the start into a new world of market research in a value chain of expertise in different fields SpeechBot will replace Chatbots first and human interviewers on the long run Avatars from Soul Machines https://www.youtube.com/watch?v=rRsBMEwflz8 Example of a research bot using speech interaction Next step will be an integration of high-level avatar interaction with facial coding questbot is a development of pangea labs based on questfox www.questbot.de
  25. 25. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 25 Authors HTW Berlin: Prof. Dr. Holger Lütters Holger.Luetters@htw-berlin.de GapFish GmbH: Malte Friedrich-Freksa / Mark Wolff info@gapfish.com pangea labs GmbH: Ing. Dmitrij Feller info@pangealabs.com insius u.G.: Dr. Marc Egger marc.egger@insius.com The future of research is probably a future of team research with expertise in technology and methodology Thank you for your attention
  26. 26. HTW Berlin · GapFish · pangea labs · insius · Automation of the Real Voice of the Customer. #GOR19 · Cologne 7th March 2019 · 26 The idea is to have 4 companies presenting a similar idea. At GOR19 the topic is: text analytics Four to the floor @ GOR 18:00 - 19:00 D16: 4-to-the-floor: Text Analytics Location: Room 248 The audience should learn about the state of the art of an approach in less than one hour.

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