Uncovering AI Adoption amongst B2B professionals: A study by Emporia Research

Overview

In partnership with Voiceform, Emporia conducted a comprehensive study to explore B2B professionals' perspectives on innovation and the impact of AI on their industries. Leveraging Emporia’s verified audience and Voiceform’s AI-moderated voice response platform, this study aimed to capture nuanced insights from a diverse set of participants across different industries and seniority levels.

The collaboration between Emporia and Voiceform showcases how innovative data collection methods can deliver high-quality insights efficiently. This case study delves into the findings, illustrating the value of AI in enhancing both participant experience and research team productivity.

The benefits of using Voiceform

Researchers choose Voiceform for both quantitative and qualitative studies for a variety of reasons. For qualitative research, Voiceform helps save time by streamlining the process of interviewing respondents. In quantitative research, it boosts engagement and captures longer, more detailed responses to open-ended questions. In this study, Emporia leveraged Voiceform for a quantitative project, offering respondents the option to answer with either text or voice. This approach led to higher participation rates and more in-depth responses. When comparing voice and text responses, the Emporia team discovered that voice responses were, on average, 105% longer than text responses—82 words versus 40 words, respectively. By using Voiceform, Emporia was able to collect richer open-ended feedback, enhance respondent engagement, and provide an unforgettable survey experience.

Methodology

The study targeted a broad audience of B2B professionals, focusing on senior leaders, decision-makers, and individual contributors from various sectors, including finance, technology, education, and healthcare. Participants were invited to respond to a series of AI-moderated questions via Voiceform’s platform, which enabled them to record their answers verbally.

Emporia’s platform ensured a reliable and diverse participant pool, while Voiceform’s AI technology facilitated a streamlined response collection process. Key qualitative insights were then processed using GPT models to generate accurate summaries, saving significant time for the research team and maintaining the quality of data interpretation.

Key Insights

1. Industry-Specific Innovation Perceptions

Participants from Information Systems and Technology Software companies reported high confidence in their organizations' innovation capabilities. Conversely, sectors like Retail, Education, and Media showed lower confidence levels, highlighting a disparity in how industries perceive their competitiveness in innovation.

Implication: Voiceform's AI platform effectively captured these nuanced perceptions, demonstrating its ability to handle complex, industry-specific queries and provide actionable insights that can inform strategic decisions.

2. Seniority and Confidence in Innovation

The study revealed a clear trend: senior leaders were more likely to rate their organizations positively on innovation compared to lower-level employees. This disparity suggests that leadership may have a more optimistic view of their company's innovation capabilities than those executing the day-to-day work.

Implication: This finding, captured through Emporia's carefully selected audience and Voiceform's engaging platform, underscores the importance of gathering insights across different organizational levels to get a holistic view of company sentiment.

3. Participant Engagement with AI-Moderated Responses

Participants appreciated the AI-moderated voice response feature, citing ease of use and the ability to articulate their thoughts more thoroughly compared to traditional survey formats. The voice recording feature not only enhanced engagement but also contributed to richer, more detailed responses.

Implication: This feedback highlights Voiceform’s strength in creating a participant-friendly environment that encourages deeper engagement, thus ensuring higher quality responses.

4. Perceptions of AI’s Impact on Job Security

The study explored concerns around AI potentially replacing jobs. Interestingly, respondents in roles requiring creativity, strategic thinking, and human interaction felt more secure, whereas those in technology and finance expressed moderate concern about automation affecting their roles.

Implication: This variation in concern levels across industries and roles illustrates the diverse landscape of AI adoption and its perceived risks. Voiceform's AI-driven platform enabled capturing these varied perspectives efficiently, providing insights that are both broad and deep.

5. Time-Saving Benefits of AI-Generated Summaries

Using AI to summarize qualitative audio responses resulted in significant time savings for the research team. The GPT-generated summaries were largely accurate and provided a solid foundation for further analysis, allowing the team to focus on deriving strategic insights rather than being bogged down by manual data processing.

Implication: This case study demonstrates how integrating AI into the research process can enhance efficiency without compromising data quality, making it a valuable tool for insights teams looking to streamline their workflows.

Conclusion

The partnership between Emporia and Voiceform exemplifies how innovative technology can transform B2B data collection. By combining Emporia’s high-quality audience with Voiceform’s AI-enhanced platform, this study successfully captured detailed and actionable insights while improving the overall participant experience.

As businesses continue to navigate the complexities of AI adoption and innovation, such methodologies provide a powerful means of understanding diverse perspectives across industries. Emporia and Voiceform are poised to continue delivering valuable insights through cutting-edge research techniques.

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