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In 2011, Apple was revolutionizing the world with Siri, allowing the user to talk with it and ask it questions. Personal voice assistants such as Google Assistant or Alexa from Amazon have since multiplied and entered people's lives and homes, changing the interaction they have with their electronic devices but also disrupting the way they do online research. These personal voice assistants may be unknown and strange to some of us, but they are now well and truly marketed in Belgium, and their use is expected to increase in the coming years. But what do we really know about the adoption of this technology in Belgium? This is something that iProspect, a leading digital marketing agency, wanted to find answers to in order to keep offering its customers strategies that are in line with current trends.

In this context, the purpose of this thesis is to establish an overview of the awareness and adoption of personal voice assistants in Belgium, but also to understand the challenges that this technology represents for online research. To do this, this thesis begins with a literature review that establishes a theoretical context. Then, a focus group carried out within Dentsu Aegis Network allows to deepen the concept of personal vocal assistants. Finally, a quantitative survey was carried out among 575 Belgians.

The results of this survey show that Belgians are well aware of this technology. On the other hand, they are, for now, less likely to use it. The results also show that online research is the most common activity performed using personal voice assistants and that they appear to be useful when searching for a product or a service. Finally, the results gave us insights about the differences that exist between traditional search and voice search.

This survey subsequently led to the writing of a white paper for iProspect, in order to position the company as expert in the field. Finally, recommendations were made regarding the Search Engine Marketing strategy to adopt.

Personal voice assistant, voice search, voice recognition, artificial intelligence, digitalization, search engine marketing --- Sciences économiques & de gestion > Marketing

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Audiometry, Speech. --- Hearing Disorders --- Speech Perception. --- Audiometry, Speech --- #KVHB:Audiometrie --- #KVHB:Spraakaudiometrie --- audiologie --- audiometrie --- Speech audiometry --- Speech perception --- Speech Discrimination --- Discrimination, Speech --- Perception, Speech --- Audiometries, Speech --- Speech Audiometries --- Speech Audiometry --- diagnosis. --- Voice Recognition --- Speech Perception --- diagnosis

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Language Development. --- Speech Perception. --- Speech. --- Language and languages --- -Speech --- -Talking --- Oral communication --- Phonetics --- Voice --- Foreign languages --- Languages --- Anthropology --- Communication --- Ethnology --- Information theory --- Meaning (Psychology) --- Philology --- Linguistics --- Public Speaking --- Speaking, Public --- Language Development --- Phonation --- Speech Discrimination --- Discrimination, Speech --- Perception, Speech --- Development, Language --- Developments, Language --- Language Developments --- Psycholinguistics --- Variation --- -Congresses --- Congresses --- Stevens, Kenneth N. --- Stevens, Ken, --- Speech --- Congresses. --- -Variation --- -Public Speaking --- Talking --- Speech Perception --- Variation&delete& --- Stevens, Kenneth N., --- Voice Recognition --- Language Acquisition --- Acquisition, Language

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Cognitive psychology --- Artificial intelligence. Robotics. Simulation. Graphics --- Phonetics --- Pattern perception --- Pattern recognition systems --- Perception de structure --- Reconnaissance des formes (Informatique) --- Pattern Recognition, Automated. --- Speech Perception. --- Visual Perception. --- #TELE:MI2 --- Perception, Visual --- Perceptions, Visual --- Visual Perceptions --- Vision, Ocular --- Speech Discrimination --- Discrimination, Speech --- Perception, Speech --- Automated Pattern Recognition --- Pattern Recognition System --- Pattern Recognition Systems --- Pattern perception. --- Pattern recognition systems. --- Visual Processing --- Processing, Visual --- Voice Recognition --- Pattern Recognition, Automated --- Speech Perception --- Visual Perception

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Mathematical linguistics --- Artificial intelligence. Robotics. Simulation. Graphics --- Computational linguistics. --- Automatic speech recognition. --- Parsing (Computer grammar) --- Linguistique informatique --- Reconnaissance automatique de la parole --- Analyse automatique (Linguistique) --- Computational linguistics --- Automatic speech recognition --- Computerlinguïstiek --- Linguïstiek --- NLP --- gegevensverwerking --- Natural Language Processing. --- Linguistics. --- Speech Recognition Software. --- 681.3*I27 --- 681.3*I27 Natural language processing: language generation; language models; language parsing and understanding; machine translation; speech recognition and under-standing; text analysis (Artificial intelligence) --- Natural language processing: language generation; language models; language parsing and understanding; machine translation; speech recognition and under-standing; text analysis (Artificial intelligence) --- Voice Recognition Software --- Recognition Software, Speech --- Recognition Software, Voice --- Software, Speech Recognition --- Software, Voice Recognition --- Communication Aids for Disabled --- User-Computer Interface --- Linguistic --- Language Processing, Natural --- Language Processings, Natural --- Natural Language Processings --- Processing, Natural Language --- Processings, Natural Language --- Computerlinguïstiek. --- NLP. --- gegevensverwerking. --- Gegevensverwerking. --- Linguistics --- Natural Language Processing --- Speech Recognition Software --- Automatic language processing --- Language and languages --- Language data processing --- Natural language processing (Linguistics) --- Applied linguistics --- Cross-language information retrieval --- Multilingual computing --- Mechanical speech recognizer --- Speech recognition, Automatic --- Pattern recognition systems --- Perceptrons --- Speech, Intelligibility of --- Speech perception --- Speech processing systems --- Data processing --- Voice Recognition --- Speech Perception --- Biometric Identification