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CHATBOTS: It’s not what they say, but how they say it

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While the distant future of data collection is beyond our wildest imagination, we can try to conceive where current technology may lead us in the coming years. In this presentation we take a look at what we have now in the form of chatbots in surveys and envisage how this technology may evolve in the future as the AI revolution continues.

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CHATBOTS: It’s not what they say, but how they say it

  1. 1. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection CHATBOTS It's not what they say, but how they say it Rosie Ayoub Norstat UK
  2. 2. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection NewMR 2018 Sponsors Pla;num Gold Silver Communica;on
  3. 3. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection CHATBOTS It's not what they say, but how they say it Rosie Ayoub Managing Director UK
  4. 4. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection I'm sorry Dave, I'm afraid I can't do that!
  5. 5. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection WHAT IF COMPUTERS HAD TO LEARN OUR LANGUAGE ?
  6. 6. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection ARTIFICIAL INTELLIGENCE HEY, WE’RE ALMOST THERE! MACHINE LEARNING COMPUTER LINGUISTICS
  7. 7. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection Online Surveys Mobile Surveys Quick-Reply Chatbot Surveys WHERE ARE WE NOW?
  8. 8. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection Source: www.uxchat.me
  9. 9. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection Online Surveys Mobile Surveys Quick-Reply Chatbot Surveys Rule-Based Chatbot Surveys Smart (AI) Chatbot Surveys WHERE ARE WE NOW?
  10. 10. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection economy migration Ireland, irish job, labour * Tell me more about the British economy! Should we close our borders? Will the foreign relations change? What are the effects on social welfare? Sorry, I didn’t understand that. WHAT DOES RULE-BASED MEAN?
  11. 11. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection How do you think the remaining countries feel about Brexit? I dont know I'm not quite sure what you mean. Please tell me a bit more... NO Can you explain this to me? NO I'm not trained to understand that. Please tell me more. NO I'm not quite sure what you mean. Please tell me a bit more... NO I'm not trained to understand that. Please tell me more. EVERY BEGINNING IS HARD… Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection
  12. 12. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection HOW IS DATA QUALITY AFFECTED BY THE ATTITUDE AND TONALITY OF A CHATBOT ?
  13. 13. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection | GO METHODOLOGY NEUTRAL CONTROL GROUP | Please share your opinion on Brexit with us. Try to cover all relevant topics, such as its effect on the British economy, the labour market, the foreign relationships, the internal security, etc. Hi, I´m Robin, your friendly chatbot. What do you think about Brexit? I'm in favour. All for it! I think many will benefit. Who will benefit most from Brexit? AFFIRMATIVE Hi, I´m Robin, your friendly chatbot. What do you think about Brexit? I'm in favour. All for it! I think many will benefit. Definitely. Who will benefit most from Brexit? | GO CRITICAL Hi, I´m Robin, your friendly chatbot. What do you think about Brexit? I'm in favour. All for it! I think many will benefit. Many people would see it different. Who will benefit most from Brexit? | GO Norstat UK Panel | Gen Pop: 1,005 interviews | Monads: Neutral (n = 301), Affirmative (n = 302), Critical (n = 302), Control group (n = 100)
  14. 14. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection DATA QUALITY Compared to open text fields, chatbots significantly boost the amount of feedback. Adding a voice and tonality to the chatbot slightly increases the amount of feedback. 500 544 551 147 91 100 103 2735 36 36 1 Neutral Chatbot Affirmative Chatbot Critical Chatbot Open Text Characters Words Interactions Q8 | n = 1,005 | Split Monads: Neutral (n = 301), Affirmative (n = 302), Critical (n = 302), Control group (n = 100)
  15. 15. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection RESPONDENT’S MEDIA SKILLS USER EXPERIENCE Respondents who have used chatbots before are more positive about the experience than respondents who used a chatbot for the first time. The same is true for frequent users and light users of text messengers (e.g. WhatsApp). Frequent users are more positive about the experience. 2.5 3.0 3.1 2.9 2.9 3.0 3.5 3.8 3.5 3.6 It was easy to communicate with the chatbot. The chatbot understood what I said. It felt like chatting with another human. It was fun to chat with the bot. I’m delighted by the experience. Experienced user of chatbot First time user of chatbot 5: I don’t agree at all 1: I totally agree Q11 | Split Q4: Experienced user of chatbot (n = 178), First time user of chatbot (n = 152)
  16. 16. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection RESPONDENT’S PERSONALITY USER EXPERIENCE We can see large differences between extroverted and introverted respondents. It seems that extroverted users are more comfortable with a chatbot conversation. 2.4 2.9 3.0 2.8 2.9 3.2 3.9 4.2 3.9 4.1 It was easy to communicate with the chatbot. The chatbot understood what I said. It felt like chatting with another human. It was fun to chat with the bot. I’m delighted by the experience. extroverted introverted Q11 | Split Q4: Extroverted (n = 216), Introverted (n = 76) 5: I don’t agree at all 1: I totally agree
  17. 17. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection But chatbots are just the stepping stone to something more…
  18. 18. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection WHERE CHATBOTS AND ARTIFICIAL INTELLIGENCE MEET VIRTUAL REALITY
  19. 19. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection 40% 28% 9% 23% I think that would be an amazing experience! I don’t think it would make much difference to the survey experience. I think it would be a terrible experience. I Don’t know/ None of the above All (n = 515) How would you feel about taking a survey, in virtual reality?
  20. 20. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection
  21. 21. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection Rosie Ayoub Managing Director UK T: +44 7494 392726 E: rosie.ayoub@norstat.co.uk
  22. 22. Chatbots. It's not what they say, but how they say it. Rosie Ayoub, Norstat UK The Future of Data Collection Q & A Rosie Ayoub Norstat UK Sue York NewMR

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