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Voice technology and analytical research solutions

Richer insights through the power of voice & the best analytical solutions, for market research

Voice is the most intuitive, natural and efficient way to communicate. It’s also an emotional microscope.

People don’t always say what they think. If you want to better understand people, better predict behavior, and tell the story in the data in a compelling way, you need to go beyond the words they use.

Red Centre Software solutions are now available across Mainland Europe through a partnership with Innovators4Research.


Ruby, developed by Red Centre Software, delivers the best analytical software solutions for market research.

Using Ruby improves business processes and profitability for corporate research departments and agencies.


Also developed by Red Centre Software, is a new browser-based interactive tables and charting tool called Silver.

Silver empowers research and insights professionals by seamlessly linking live databases to static Excel tables for dynamic experiences. With Silver, data becomes your ally.

Carbon Libraries

Incorporate the award-winning software engine from Red Centre Software into your own systems.

The crosstab machinery will be offered as a set of pluggable libraries. Exciting new developments which are coming soon.


Red Centre Software developed a new lightweight yet powerful tool for survey data cross-tabulation, all in Microsoft Excel format.

Diamond provides simple reporting of survey data and text analysis. Transcribed voice recorded survey data from can easily be included.

Richer data through the power of voice with

What is Voice-Tech for Market Research?

Advances in voice tech, AI, machine learning, and computing methods have made it possible to leverage established behavioral science and accurately detect people’s emotions in their speaking voice based on their pitch, tone, and other characteristics. enables this.

Voice makes it easy for researchers to have the best of both worlds. By adding voice to surveys, quantitative researchers tap into the qualitative world while providing respondents with a better experience. And qualitative researchers can quantify results at scale.

Why is speech an emotional microscoop?

The verbal signals in our voice might offer the most powerful and revealing way to understand human emotion and behavior. With speech, it’s not just what a person says. It’s how they say it. We can hide our emotions in our chosen words, but our vocal reactions cannot hide if we are angry, happy or neutral.

Voice emotion detection is rapidly advancing and getting very sophisticated. Artificial intelligence can detect changes in vocal range and uncover nuances in mood, attitude, and decision-making characteristics. The technology can now be being built into market research to provide voice-based analytics that can predict intended consumer behavior.

Additionally, understanding a respondent’s emotional state can enable smarter responsive routing. For example, when negative emotion is detected in response, you may want to ask a follow-up question to learn more or to shift to a different line of questioning.

Who interacts with technology via voice?


People use their voice to interact daily with technology: smart speakers, mobile phones, etc. People are comfortable using their voice via familiar icons that prompt to do so.

But, likely because voice response is new for some, researchers may overthink what is needed to get voice responses. Time invested in writing complex instructions, creating ‘special’ icons, and wording that unintentionally makes responding via voice seem unusual are likely reduce the response rate.

An example, a recent survey that got a lower than typical voice response rate said, ‘You may speak your response or type as you usually would do.’ That likely caused people to be less uncomfortable with using their voice to respond. Your voice add-on’s standard settings and standard wording to invite people to respond via voice are likely to have become the default because they work well in the field.

How can we encourage spoken responses?

When creating your questioning strategy, take advantage of voice so you don’t miss out on potential next-level insights.

Go deeper on closed-ended questions and questions that may be answered in a single word by making the next question an open-ended one that allows the respondent to speak and expand on the previous answer.

For example, a follow-up question in a recent study revealed that a message wasn’t well-received not because of the entirety of the message, but because it referred to ‘clients’ when ‘partners’ was preferred.

Talk or Type... should I provide both options in research?

Even though researchers gain from spoken insights—typically 4.5x longer responses and the ability to understand the emotion behind what people say—it’s typical to give people the option to talk or type as they may be taking a survey in an environment where it is uncomfortable for them to speak.

Even when people say upfront they want to respond via voice, if a text box is visible along with a talk icon people are more likely to type than when it isn’t, likely because seeing the text box is a familiar visual cue to type. If your voice software offers the option, lead with the ability to respond by speaking and don’t display the text box unless the respondent clicks an option to type. You may even display the typing option in a lighter-colored or smaller font.

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