Which accents are the least appealing

"I mog di": Nuance study analyzes the influence of language

The aim of the study was to analyze the perception of different accents and dialects in the population of Germany. In this representative study in January 1000 people were asked about their antipathy, sympathy and understanding of individual accents or dialects, among other things. The characterization of voice characteristics of four companies was also examined to find out whether there are generally applicable requirements for a telephone voice. The study commissioned by Nuance was carried out by DIMA market research in January 2010. According to this study, there are dialects that are consistently positive or negative. In the overall evaluation it can be seen that Standard German is rated as particularly likeable by far, followed by Bavarian. In contrast, Thuringian, Saxon and Palatinate are judged to be the least welcoming. Bavarian, Saxon and Swabian are perceived by the interviewees as difficult to understand. When asked: "Which dialects do you not like to hear at all, for example when you are on the phone with a person from an authority or a company?" 51 percent of those questioned answered that they do not particularly like to hear Saxon. Most of the respondents, however, have no preferences regarding the dialect of their telephone conversation partner or prefer a person with the same dialect. Only a few participants preferred a person with a different dialect. When asked whether a male or female voice is more sympathetic on the phone, a third of men find a female voice more sympathetic, and men are more likely to trust a female voice than a male one. Women, on the other hand, have a much less preference when it comes to the sympathy and trust of male and female voices. According to Nuance, the study was able to prove that there are general requirements for a brand's voice: In reputable companies, it must be informative, helpful and factual. The demands on the respective voice are influenced by the image of the respective brand. For companies that are reputable service providers steeped in tradition, the preferred properties of the votes are "innovative", "factual", "serious" and "helpful" in the opinion of the respondents. In contrast, no emotional voice characteristics are required, such as "casual", "authoritarian" or "flirtatious". In the case of companies that address a younger audience, the voice should also sound "lively", "happy", "casual" and "carefree" in addition to the characteristics "innovative" and "helping". Many companies regularly conduct research into how their brand is visually and audibly experienced by consumers and customers. The voice is also part of the brand potential of companies. It can not only be used for radio and TV advertising, but can also be used in call centers. The voice can greet the caller, provide information and pass it on. Since telephone contact is the common way for customers with a wide variety of concerns, the recognition value can be increased significantly by using the voice known from advertising for the company to pick up the customer's inquiries. This conveys a completely uniform image in advertising and also to customers and interested parties. "It is a human reaction to react differently to voices. Gender, dialect and pitch play a very important role," says Michael-Maria Bommer, General Manager DACH at Nuance. "The current study shows how important these factors are for companies, because they essentially determine how a caller reacts on the phone. Many companies have precise rules on how a logo can be visually placed, for example, but it is seldom stipulated how it should sound to customers. We therefore see great potential in artificial voices, as the quality is so good that it is difficult to distinguish between the original and the replica. "