Page 32 - Decoding Decisions ~ Making sense of the messy middle
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32 CHAPTER 3 INVESTIGATING THE MESSY MIDDLE
OK Google, inspire me with ideas
We begin with the modifier “ideas”, which has been gradually increasing its
share of UK search over time (figure 4).
Figure 4
ideas
Search term
100
75
SEARCH INTEREST 50
25
0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
An upward trend in UK searches containing “ideas”, spiking each year at Halloween.
“Ideas” is arguably the most expansive of the seven modifiers on our list. Located
firmly within exploration territory, searchers employ this term when seeking new
information, inspiration, and brands to add to their consideration sets.
Data source: Google Trends, United Kingdom, 1st January 2011–1st January 2020, All categories, Web Search
