Page 37 - Decoding Decisions ~ Making sense of the messy middle

37 CHAPTER 3 INVESTIGATING THE MESSY MIDDLE

OK Google, what’s the difference?

Food – and new food trends in particular – can often be a source of

confusion for consumers. So it’s not surprising that we often ask Google to
explain the “difference between” two products (figure 10).

Figure 10
difference between
Search term
100

75
SEARCH INTEREST 50

25

0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Rising UK search interest in the food and drink category to understand the “difference between” two items.

For example, we ask for help understanding the differences between pairs
of related items: cappuccino and latte, lager and beer, gelato and ice cream,
baking powder and baking soda, sultanas and raisins, fromage frais and

creme fraiche, whisky and bourbon, vegetarian and vegan, champagne and
prosecco, cacao and cocoa, paella and risotto.

This trend in particular is suggestive of both expanding choice in the messy
middle, and of consumer desire for information that clarifies and reassures.

We often ask Google to explain the

‘difference between’ two products.

Data source: Google Trends, United Kingdom, 1st January 2011–1st January 2020, Food & Drink category, Web Search