{"id":37528,"date":"2019-07-18T17:21:55","date_gmt":"2019-07-18T21:21:55","guid":{"rendered":"https:\/\/digitalmainstreet.ca\/?p=37528"},"modified":"2021-10-10T15:30:03","modified_gmt":"2021-10-10T19:30:03","slug":"no-regrets-the-3-things-driving-the-research-obsessed-consumer","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/no-regrets-the-3-things-driving-the-research-obsessed-consumer\/","title":{"rendered":"No Regrets: The 3 Things Driving the Research-Obsessed Consumer"},"content":{"rendered":"

This article was originally published on the Google Blog<\/a><\/p>\n

Google\u2019s VP of Marketing for the Americas Lisa Gevelber explains how more and more people are using search to optimize their real-world experiences.<\/p>\n

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Are you a restaurant obsessive? Do you know someone who is? You know what I mean. You\u2019ve got a group dinner coming up. After back and forth about time and location and type of cuisine, you all agree on a restaurant and make a reservation. Most of you likely leave it at that.<\/p>\n

But there seems to be one in every group who goes to the restaurant website and scours the menu. They hit multiple review sites, social feeds, and turns to search to find every scrap of information available. Maybe they\u2019re just trying to get a jump on the ordering process. Maybe they want to see prices. Maybe they want to see photos of the food or which dish is considered the house specialty. Maybe they want to be a helpful hero, crafting the best possible experience for everyone else.<\/p>\n

Not only do they want to be prepared, but they find the preparation emotionally rewarding.<\/p>\n

Today, people can\u2014and do\u2014optimize their lives. Whether it's taking a vacation or going out to dinner, people curate their experiences before they go. It helps them get excited, lets them feel more confident and less anxious, and makes them feel like they're getting the most out of every moment.<\/p>\n<\/div>\n<\/div>\n

People use search to optimize their lives. It lets them feel more confident and less anxious.<\/p><\/blockquote>\n

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At Google, we\u2019re researched obsessed ourselves, continually talking to people and looking for search trends that help us understand what people are doing and why they're doing it, so we can better assist them. From this research, we\u2019ve identified three reasons why people are so intent to know before they go.<\/p>\n<\/div>\n<\/div>\n

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It helps them get excited<\/h2>\n

\u201cThe sooner I know what I\u2019ll be eating, the better,\u201d one person told us. It \u201chelps with my dining experience and gets me excited.\u201d<\/p>\n

For curious consumers, getting excited often means getting a preview of what\u2019s to come. In the months, days, or moments leading up to an experience, many are looking for a sneak peek.<\/p>\n

For example, when planning a dinner out, people search for the \u201cbest thing to eat at a restaurant\u201d or to find a \u201crestaurant with good desserts.\u201d Or when planning a vacation, they want to find and understand the experience before they take part in it themselves, searching for \u201cthings to do in Maui\u201d or \u201creviews of the train to Machu Picchu.\u201d<\/p>\n

In other words, the research process becomes part of the experience itself, helping to build anticipation before they even step foot out the door.<\/p>\n<\/div>\n<\/div>\n

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It helps them feel more confident<\/h2>\n

\u201cI guess I just don't like looking or feeling lost. It just gives me anxiety,\u201d one person told us.<\/p>\n

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The time and money consumers have to dedicate to enjoying themselves is rare, and precious. They want to get the most out of a trip, whether it\u2019s to a local cafe, the ballpark, or halfway around the world. Working out the details in advance\u2014prices, maps, schedules\u2014reduces anxiety and allows people more time to enjoy themselves once they arrive.<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n

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