The Voice Coalition

with the WFA
and Mastercard

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Creation and management of a pan-industry initiative to provide brand owners with a better understanding of Voice Commerce and the commercial potential of Alexa, Amazon’s voice-enabled assistant. In June 2019, through the Voice Coalition, we revealed the most comprehensive Gafam-independent research on Voice Commerce to date.

Will Alexa make
brands useless ?

Lauched by Fast-Up Partners in partnership with the WFA and Mastercard, the Voice Coalition which aims to foster understanding of the best ways for brands and consumers to benefit from voice commerce.

Voice offers a huge opportunity and this initiative will help brand owners develop a greater understanding of voice through bespoke research, support and knowledge sharing” Frederic Colas, Co founder & Partners @FastUpPartners.

Voice Commerce Today & Tomorrow

Our paper is based on a 2019 BVA BDRC research study into ‘voice’ and virtual assistants. The findings were presented at this year’s Cannes Lions and the study has been described as the most comprehensive GAFAM-independent research on Voice Commerce to date. It covers the USA and the UK and reveals current and future uses of voice – and voice commerce in particular (i.e. ordering verbally from Amazon through Alexa). We have used the findings to bring together several World Federation of Advertisers (WFA) members, including Mastercard, in a strategic ‘Voice Coalition’.

The Research

The research involved exploratory focus groups, a quantitative study and an automated ‘robot’ stage. Hundreds of products were ordered from Amazon via Alexa by a recorded robot to decipher the way that Alexa’s algorithm works when it recommends a particular brand.

The Findings

The results tell a compelling and slightly unsettling story about voice commerce. We offer our projections for its future and explain why we believe brands and advertisers need to be planning for it now.

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