Strategy Analytics conducted focus groups with consumers to understand consumer needs and preferences around voice assistant for the car. Participants experienced Siri, Google, Amazon Echo, and a 2016 BMW 7-Series to provide feedback on their preferences as to what voice assistants should do and how they should behave. Recommendations for the design of voice assistants are provided.
1. Executive Summary 4
2. Introduction and Methodology 6
2.1 Introduction 6
2.2 Methodology 6
3. Voice Assistant Experience and Expectations 10
4. Apple Siri 12
5. Google 18
6. Amazon Echo 22
7. BMW 7-Series 27
8. Recommendations 31
8.1 Activation 31
8.2 Functionality 31
8.3 Input vs Output 32
8.4 Error Recovery 32
9. Conclusions 34
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