#30 YOUR CONSUMER VOICE with Nexxt Intelligence president Kathy Cheng

Learn 5 ways you can exercise or amplify your consumer voice. Market researcher Kathy Cheng of Nexxt Intelligence talks A.I. and chatbots, how firms can use augmented reality (AR), and the new market research, including why we shouldn’t call these consumer participants “respondents,” but rather partners or co-creators. References & Links Kathy Cheng & Nexxt Intelligence * LinkedIn – https://www.linkedin.com/in/kathycheng/ * Nexxt Intelligence – https://nexxt.in/ * Incabot – https://nexxt.in/incabot/ * Recommendations: * Waking Up with Sam Harris – https://www.youtube.com/watch?v=tw7XBKhZJh4 * Making Sense with Sam Harris – https://samharris.org/podcast/ Talk About Talk * Weekly Email Blog – https://talkabouttalk.com/blog/#newsletter-signup * Podcast – https://talkabouttalk.com/podcasts/ * Andrea – [email protected]   Interview Transcript Andrea Wojnicki: Thank you so much for joining us, Kathy. Kathy Cheng: Thank you, Andrea. Thank you for having me. AW: So from a consumers perspective, what may we have noticed when we’re online, maybe when we’re shopping or doing research, in terms of AI and marketing and communications. KC: AI is really part of our daily life. When we search in the past, you type in the word, but now we can even just put in an image, the computer can find some clothing that you’d like to buy the exact same thing to find the store that where you can find that… AW: Wait a minute, I hadn’t heard of this! So if I take a picture or a screenshot of something, I can enter it in or somehow upload it? KC: Yeah, I believe Target is really big on that. If you upload a picture, you see a friend that your girlfriend has a really nice dress and you really like it and you want you wonder where you can find it, you can probably upload that picture and then ask the search engine to tell you where you can find the exact same dress or something similar. AW: So are you going to like a general search engine like Google? Or are you going to the target website for that? KC: The Target website is probably the best place to read less specifically. But Google artwork for example. Yeah, now I can just put a picture of the artwork, and then Google can find similar artworks or exactly the piece and then can tell me a little. AW: Okay, my brains’ exploding! Honestly, I did not foresee that this is where the conversation was going. But it’s fantastic. So that reminds me of the app. Shazam that recognizes music. If you press the button, it listens. And then it tells you what the music is. And it’s the same idea except visual? KC: It’s  definitely changing. And I see my kids, how they interact with their phones, computers, it’s totally different. They are part of the computer, I find they are real partners. They’re playmates. They are asking questions, just like asking their buddies. The technology we’re building, it was actually inspired by a conversation I heard my son was having with Siri, I thought that was just incredible. Because in our world, we really want to engage consumers so that we can understand them fully. But it’s challenging because nobody wants to keep talking to someone who wants to understand whe...