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What the Google app’s progress could mean for mobile research


google voice blog image
 
Yesterday, Google announced some big news in terms of understanding meaning and context in voice search. Check out their announcement HERE.
 
What this means for mobile video surveys (and mindswarms) is that in the longer term, there will be more – and better – analytics on the back end of the data collection. Transcripts are helpful for mobile video analytics, but they don’t provide the context necessary to accurately interpret respondents’ intent.
 
There is still a long way to go to extract meaningful and actionable consumer insight from mobile video surveys. But Google’s news today is an important step; and validation that extracting meaning in a scalable manner from voice is in the works.
 

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