Research Article

Coimagining the Future of Voice Assistants with Cultural Sensitivity

Table 5

Thematic framework for imagined activities.

Theme typeThemeDescriptionExampleUSJPTotal

SemanticExerciseA desire to be active physically with the body, including exercise but also walking, running, strolling, sports, and so on.“Set up an exercise menu” (P80-JP)448
EntertainmentA desire for entertainment and leisure activities, including cooking, singing, reading, and playing games.“Rickroll, spam text/call, prank call” (P60-US)20626
ConversationA desire for conversation.“A casual chat” (P88-JP)4913
Serious pursuitsA desire for more serious interactions, including advice giving and receiving, feedback sessions, studying, and researching.“Learn how to get the job done!” (P121-JP)111728
Going outA desire for going out and doing something outside of the home, such as going to an event, seeing a movie, and going to a park.“Go for a swim” (P24-US)145

OrientationalRadicalA desire for unusual, atypical activities: outliers and radical, possibly futuristic ideas.“Prank call” (P54-US)111122
TypicalA desire for typical VA interactions as per previous research, e.g., [15, 63].“Search … songs while driving” (P75-US)191231

LatentCaretakerA desire to offload self-labour onto others, such as asking to be reminded or doing tasks on their behalf, in line with gendered VA stereotypes [78, 79].“To help a child with definitions of words” (P60-US)111324
Emotional labourA desire to have others fulfill emotional needs or offload emotion, in line with gendered VA stereotypes [78, 79].“Drown out the loneliness!” (P95-JP)178
TransactionalA goal-oriented exchange focused on the purpose of the transaction.“Work with it on … complicated procedures” (P97-JP)131932
RelationalA relationship-oriented interaction focused on building and/or maintaining a positive social relationship.“Having another voice can help one not feel alone” (P68-US)279
EmbodiedAn activity requiring embodied interaction, or a body that can move and go places and do things with others and interact with the environment.“I want to go running with it” (P85-JP)167