Tsquared Insights is a market research agency established in 2010 and based in Geneva. Its Online Search Insights methodology, in particular, leverages big data from global search activity- around two trillion searchers per year across all major search engines- to find patterns in the interests and preferences of different consumer segments. The new methodology can be assimilated to non-intrusive direct observation of millions of consumers, and provides granularity ranging from total population to micro-trend niche.
Our industry is expanding with new entrants. Data scientists, search engines, consultants are analyzing data while data comes from a huge range of new sources including 'wearables,' internet of things and many more. How do these diverse group of players view research, how do they contribute to our industry and do we all have the same view of what research is?
We can learn from peoples search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their needs, fears or emotions towards specific products or brands. By manipulating very large databases of search queries, it is possible to discover major trends but also weak signals (projective aspect). This approach can be conducted internationally in a very short timeframe and with few material constraints. One key advantage to this methodology is that it brings objective, scientific, data-based answers to a very large spectrum of market research questions that classical methodologies fail to cover. It will make it possible to identify and predict consumer trends.
We can learn from people's search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their needs, fears or emotions towards specific products or brands. By manipulating very large databases of search queries, it is possible to discover major trends but also weak signals (projective aspect). This approach can be conducted internationally in a very short timeframe and with few material constraints. One key advantage to this methodology is that it brings objective, scientific, data-based answers to a very large spectrum of market research questions that classical methodologies fail to cover. It will make it possible to identify and predict consumer trends.