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AI You Can Drive My Car: Anxiety and Autonomous Vehicles at CES

Posted by Megan McManaman

Wed, Jan 16, 2019

autonomous cars

In December, The New York Times reported that disgruntled Arizonans were lobbing rocks at Waymo’s autonomous (but not unoccupied) vans. Experts, and the rock-throwers themselves, blamed the attacks on a combination of economic anxiety and safety fears (a woman was struck and killed by a self-driving Uber in Tempe last March). While it’s unlikely any modern-day Luddites attended last week’s CES in Vegas, companies like Intel and Baidu, and even Transportation Secretary Elaine Chao were hard at work addressing consumer fears.

With Congress expected to consider legislation regulating autonomous vehicles—the intense conversation and debate over security and safety will remain front and center. Counting out the projectile-hurling robot-haters (for now), what’s it going to take for average consumers to purchase, ride in, and share the road with these vehicles? That’s the billion(s) dollar question we set out to answer in our self-funded Consumer Pulse.

We surveyed 2,000 U.S. consumers (thanks to Dynata for providing sample!), conducted ethnographies, and in-depth interviews—including ride-alongs—to identify the segments of the adult U.S. population that have different reactions to and perceptions of a range of assisted and autonomous driving scenarios. We went beyond the typical examination of functional benefits to understand the emotions (both positive and negative) driving and deterring greater acceptance and adoption.

Chris Neal, CMB’s VP of Tech and Telecom, will share the results at the Quirks Event on March 5 at 4:15pm in Brooklyn.

Want an advance copy of the report this spring?

Click here

Megan McManaman is CMB's Marketing Director, she welcomes our new robot chauffers.

Topics: Artificial Intelligence, technology research, Consumer Pulse

Live Sports: Fans' Last Connection to Cable is Fraying

Posted by McKenzie Mann

Wed, Jul 18, 2018

friends watching tv

Earlier this year, I was trying to watch my beloved Patriots play in the AFC East Divisional Championship game while standing in the airport security line. After numerous failed attempts at downloading streaming apps that promised an uninterrupted game, I resorted to real-time game updates in the form of a line with how many yards the ball went each down and a description of the play.

I was frustrated, to say the least—a missed opportunity as we know fostering the right positive emotions is key to building and maintaining loyal and engaged customers.

When I finally made it through security, I went straight to a restaurant where Tom Brady was on every screen. This time, cable television saved the day.

Live sports is one of the last threads tethering people to traditional cable packages. For most other content, consumers have a plethora of services to choose from—traditional streaming like Netflix, premium network streaming like HBO Now, and even broadcast network streaming like CBS All Access. And with Netflix recently becoming the number one choice for television viewing, it’s no surprise an estimated 22.2 million people cut the cord in 2017—a whopping 33% increase from 2016. 

As more consumers leave the traditional model for “à la carte” style, nontraditional services like Yahoo, Facebook, and ESPN are challenging cable providers’ last bastion of sports. While there have been hiccups in some of these services, like poor streaming quality and cutting out of games altogether, the technology is improving and eventually will offer sports fans a legitimate alternative to watch games on.  

To combat this rising competition, CBS and the NFL recently extended their agreement to stream all games on CBS All Access through the 2022 season—safeguarding their rights to the coveted (and profitable) football games, at least for now. 

New technology is disrupting the industry and cable providers will need to adapt and embrace innovation to stay competitive. This is already happening for some. Charter Communications’ Spectrum now offers à la carte channels instead of the traditional comprehensive packages, Comcast has expanded their on-demand library (including full seasons), and DirecTV now offers DirecTV Now, a streaming service separate from their satellite plan. Some major providers are even exploring new verticals to add to their portfolios, as is the case with Comcast’s Xfinity Mobile.

There’s tremendous opportunity for traditional providers as the competition in the digital streaming market heats up. But companies must carefully consider these opportunities—with so many options (and more to come) available to consumers, solutions must impress off the bat, or lose fans to a competitor for good.

We’ve seen this play out in other emerging tech categories, like virtual assistants. As big players like Apple, Google, and Amazon pour millions into making their virtual assistant tech smarter, they need to embrace a new kind of customer-centricity—one that’s built on an understanding of the functional, emotional, and social identity benefits that drive adoption, engagement, and loyalty. To learn more, watch our quick 20-minute webinar and learn how brands can win the virtual assistant war—lessons for any brand experiencing disruption in their category:

Watch Now

McKenzie Mann is a Project Manager II at CMB. She spends most of her spare time trying to convince her friends that it’s funny to replace the word “man” with “mann.” It's a work in progress, but mann will it be great when it catches on.

Topics: emotion, growth and innovation, digital media and entertainment research, television, technology research

[New Webinar] Winning the Virtual Assistant War

Posted by Chris Neal

Tue, Jul 10, 2018

Have you ever asked Siri for the weather? Or maybe you've had Alexa look up a dinner recipe. Siri, Alexa, Google Assistant, and others have become household names as more people adopt virtual assistant technology. But most people are still only using their virtual assistants for basic search functions.

In this latest 20-minute webinar, I explore:

  • The barriers keeping people from using this tech
  • How emotional and identity benefits can drive mainstream consumer adoption and deeper engagement
  • What brands should do to drive adoption and win the VA war

Watch Now

While this webinar looks at the virtual assistant category, there are valuable learnings for anyone  experiencing disruption within their industry.

If you have any questions about the research, please reach out to to me directly at cneal@cmbinfo.com.

Chris Neal is CMB's VP of Tech and Telecom and has over 20 years of experience in the high tech, telecom, and media space.

Topics: webinar, Artificial Intelligence, technology research

How to Win Virtual Assistant Rejecters Over

Posted by Chris Neal

Wed, Jun 20, 2018

It seems like every week, tech giants are adding new features to their virtual assistant (VA) tech arsenal. See Google’s new Duplex technology—an AI system for accomplishing real-world tasks by phone. 

While companies are pouring millions into making their virtual assistants smarter and more integrated, most users don’t stray beyond its basic functions like asking for the weather.

Learn about the emotional and social identity dimensions keeping people from adopting and using this tech to its full potential, and what brands need to do to win the VA war.

CMB01_VA_Infographic_07_AW

Topics: Artificial Intelligence, Consumer Pulse, AffinID, emotional measurement, technology research

Emotions Run High with Virtual Assistants

Posted by Chris Neal

Wed, May 09, 2018

woman with VA

The pace of innovation and disruption is accelerating. Just 10 years ago Uber and Airbnb didn’t exist and the iPhone was still a novelty shown off at parties by overenthusiastic tech lovers. Now, we have a hair salon receptionist convinced she's speaking to a real person when in fact it was Google Assistant that was scheduling an appointment. While it might be hard for many of us to remember the last time we took a cab or used a flip phone, change is hardly straightforward and tech adoption raises critically important questions for brands.

Why do some people resist change while others embrace it? What emotions trigger true acceptance of a new technology and a new way of doing things?  What is that “a-ha” moment that gets someone hooked on a new habit that will be enduring? 

To help understand consumers’ journey with evolving technology, we applied our BrandFx framework to the broad virtual assistant category—measuring the functional, social identity, and emotional benefits that people seek from Siri, Alexa, Google Assistant, Cortana, etc. I shared our findings from the identity aspect here.

And while each of these three benefit types play a role in adoption and use—the role of emotion is profound.

We asked a lot of people about how they use virtual assistants—from information seeking to listening to music to planning and booking a trip. Then we ran analytics on the overall emotional activation, valence, and specific emotions that were activated during these different use cases. 

Our findings have broad implications for anyone in the virtual assistant category creating marketing campaigns to drive adoption, or product UX teams looking to design customer experiences that will deepen engagement.

Currently, virtual assistants are primarily used as information-seeking tools, basically like hands-free web queries. (See Exhibit 1):TOP VA USES CASES

Even though virtual assistants are evolving to do some pretty amazing things as voice-based developer communities mature, most people are only scratching the surface with the basic Q&A function. Asking Siri or Alexa for the weather forecast is a fine experience when they’re cooperating, but it can be extremely frustrating when you don’t get the right answer—like getting the current temperature in Cupertino when you live in Boston.

Meanwhile, watching TV or shopping through your virtual assistant turns out to be a much more emotionally rewarding experience, based on the analytics we ran. The problem for the industry as a whole is that these more emotionally rewarding use cases are among the least used VA functionalities today. Teams that market these experiences must motivate more consumers to try the more emotionally rewarding VA use cases that will deepen engagement and help form a lasting habit (see Exhibit 2):

Use, emotional activation, and emotions activated by use case v2

Listening to music and watching TV/movies yields high emotional activation in general—specifically “delight.” Our driver modeling shows that feeling “delighted” is one of the top predictors of future usage intent for a virtual assistant product (see Exhibit 3):

emotions that drive VA usage-2

As Exhibit 2 above indicates, using virtual assistants for scheduling and calendaring has overall moderate emotional activation, but is particularly good at activating feelings of efficiency and productivitythe single strongest predictor of use in this category.

emotions that drive VA usage-1

 

Tellingly, however, the scheduling and calendaring function also over-indexes on feelings of frustration because this task can be more complex—currently AI and natural-language processing (NLP) technologies are more apt to get these kinds of requests wrong. 

In general, “frustration” indexes high on more complex use cases (e.g., arranging travel, coordinating schedules, information seeking). This is a warning to the tech industry not to get too caught up in the hype cycle of releasing half-baked code quickly to drum up excitement among consumers. It also helps explain why younger demographics in our analysis actually experienced more frustration with VAs than older cohorts (contrary to my initial hypotheses). 

Younger consumers are attempting to do more complex tasks with virtual assistants, and therefore bumping up against the current limits of NLP and AI more frequently. This is dangerous, because they are the key “early adopter” segments that must embrace the expanding capabilities of virtual assistants in order for the category to become pervasive among mainstream consumers.

Consumers will quickly abandon a new way of doing things if they get frustrated. Understanding and activating the right positive emotions and minimizing the negative ones will be critical as brands continue to vie for the top virtual assistant spot.

Interested in learning more about the emotional dimensions of Virtual Assistant users? Reach out to Chris Neal, CMB's VP of Technology & Telecom.

Topics: Artificial Intelligence, AffinID, growth and innovation, technology research, BrandFx