Blog: Why is Listening Mind project focusing on the ‘search data’ and ‘search data result’?
Search Data is a “non-biased total data to ensure the true representativeness” and “searching” dominates the entire buying process and consumer behavior
Traditional research methods, such as questionnaires and user interviews, have the distinct disadvantage that they can be highly influenced by the environment or the question content or interviewer’s intent. Search data is information that displays one’s desire without bias. Other than the search data, no other kind of data presents more clearly the needs and desires of consumers, how they think and act, and why they are trying to do so.
According to a McKinsey survey, 84% of consumers conduct online searches before walking into a shop. Such pre-purchase search activities of consumers have been accelerated by the spread of mobile terminals. Therefore, it is no surprise that AIDMA (Attention — Interest — Desire — Memory — Action), which used to be the classic CDJ model, has been replaced by AISAS (Attention — Interest — Search — Action — Share).
The act of searching for information to make a reasonable decision is called the ‘Zero Moment of Truth’ (ZMOT) by Google; ZMOT is derived from the ‘First Moment of Truth’ (FMOT) when a customer is initially found with the product or brand in a shop (offline).
ZMOT which occurs when you are first drawn to a product or brand online wields the strongest influence on the entire CDJ; search engines are the most influential entrants of ZMOT, regardless of countries or industries. If businesses can obtain the data that interests and entices search users, they will be able to figure out what the users search for before walking into a store, which products they compare, and what aspects they value the most. Simply by acquiring these types of information will be a turning point that will dramatically change the conventional marketing strategy and subsequent implementation.
Forrest Research, which researched Microsoft’s search engine Bing, discovered that the search process dominates the consumers’ overall conversion activity from the initial research on products and services to the post-purchase experience. More than 70% of consumers have used search engines to search for new products and services, and have also used search engines to consider and buy (research, compare, deal). Another 50% stated that the purchase decision was made based on the search, and 20% of respondents stated that search engines were the most influential source for purchasing decisions.
The McKinsey survey discovered that 84% of potential customers were conducting research through the search process at the ZMOT stage.
, we have recently collected and analyzed social posts and community articles using AI-powered natural language processing technology. Based on these efforts, we have attempted to better understand consumers’ attitudes and behaviors. However, it’s not really that easy to get rid of the high level of biases that easily occur in social media due to the social behavior and user behavior in the community that wants to exaggerate or exaggerate oneself. Nevertheless, search data is information that displays your desires without bias. Other than the search data, no other kind of data presents more clearly the needs and desires of consumers, how they think and act, and why they are trying to do so.