Knowledge@Wharton: “New research from Wharton marketing professor Shiri Melumad reveals that the method of query makes a big difference in the quality of search results. When consumers use voice technology to dictate their search, rather than type it, their search yields better answers that are more precisely tailored to what they are looking for online. By saying it out loud, their vague requests become more specific: What’s the best Nike shoe for long-distance running? How do I make vegetarian lasagna without boiling noodles? Where can I cut my kid’s long, curly hair on a budget?

“It’s a little bit counterintuitive,” Melumad told Wharton Business Daily about the key finding from her recent paper titled, “Vocalizing Search: How Voice Technologies Alter Consumer Search Processes and Satisfaction.”