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Session 04
Social and Search
Listening

Mònica Casabayó, PhD

Consumer Insights- BBA 2022
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01. Our Guest Speaker Today

02. Search & Social Listening
03. Let’s practice it
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02. Search & Social Listening

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Webnography

https://www.insightplatforms.com/platforms/categor
y/social-media-listening-analytics-solutions/
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Search & Social Listening

“on social media people are most likely to shout about
strong opinions they have or communities they’re a part
of; it’s a place to project. “

“Google is where you go when you have a genuine need

for information or reassurance or whatever else – and 
you’re usually way more honest with Google than you
are on social media because it offers anonymity and 
privacy.”

If people are living their best lives on

Instagram, they’re living their real lives in 
Google.
Stella Bayles, on an AnswerThePublic
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03. Let’s practice it

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Search & Social Listening: Customer Insights

The purpose of this exercise is to get you acquainted with a variety of online data sources and tools that
help you identify business opportunities, the locations where demand is growing and the queries
consumers use to search for your products.

Consumer behavior is changing rapidly. Assume the role of a brand manager of a brand in the category
Home Food. Your assignment is to choose a specific brand in your product category for which you would
like to identify keywords to advertise on Google search this month.

The objective is to leverage or react to this evolving consumer behaviour. As the product category
is Plant-based meat, choose one brand such as The vegetarian Butcher, or beyond
meat.

To complete the assignment, we ask that you get acquainted with and use the following tools:
 Search trend tools: trends.google.com, ansewrthepublic.om

This exercise is extracted from UVA-M-10131- Purchased for use on the Consumer Insights, at Fundación ESADE taught by Mònica Casabayó, from 18-Jan-22 to 27-May-22, order ref F435831. Usage
permitted only within these parameters otherwise contact info@thecasecentre.org.
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Search & Social Listening: Customer Insights

We have listed a series of questions below to help guide your assignment. However, note
that his is simply to help you structure your research process and is not to be followed
dogmatically. It also is not an exhaustive list. We encourage you to explore and address any
questions you deem important during your research process.

Identifying trends:
• What do you notice about consumer demand for your product category?
• Do you have an intuition about what this demand will look like over time?
• (several research studies have shown that search for keywords on Google correlates
directly with consumer demand)
• Are there specific customer segments who would take greater interest in your product
category?
• Are there specific product features that consumers desire?
• Are you able to identify your competitors thought any of these tools, including google
trends? If so, who are your competitors?
• What concerns, if any, do consumers have about purchasing products in your product
category?

This exercise is extracted from UVA-M-10131- Purchased for use on the Consumer Insights, at Fundación ESADE taught by Mònica Casabayó, from 18-Jan-22 to 27-May-22, order ref F435831. Usage
permitted only within these parameters otherwise contact info@thecasecentre.org.
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Choose paid search keywords:

Assume you plan to use google paid search to advertise your product to the target segment.
Are there any specific keywords you would use for bidding on paid search advertising?
Would you avoid using some keywords, if any, and why?

Evaluate Google Trends and Answer the Public:

How was the information provided by these websites? Was it useful? What are your concerns?

This exercise is extracted from UVA-M-10131- Purchased for use on the Consumer Insights, at Fundación ESADE taught by Mònica Casabayó, from 18-Jan-22 to 27-May-22, order ref F435831. Usage
permitted only within these parameters otherwise contact info@thecasecentre.org.
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Some tips.. (if you need them)

• What are your customer demand predictions?

You can use Google Trends for this. Please consider the seasonality of the product, and compare the search trends of your
products with others in the same category to get a sense of the demand and changes in demand over time.
You can also look at demand by considering search trends for web search results and for YouTube. These are subcategories
provided by Google Trends.

• Any promising customer segments?

You can use answerthepublic.com and the variation in Google search trends across locations for this. When evaluating segments,
try to find segments that are unique to your product.

• What features are customers looking for?

• You can use answerthepublic.com for this. You will find that this website provides the kinds of searches people engage in and
the kinds of queries they have. This can provide a sense of the features that interest customers. For example, if you are
considering pain killers, and answerthepublic.com has “pain killer tablets,” then tablets would be a feature that people are
interested in when considering pain killers.

• Who are your competitors?

You can look at related keywords suggested by Google Trends for this. Answerthepublic.com can also provide you ideas about the
competition.

• Which keywords would you bid on? Not bid on?

• Use Google’s keyword planner for this. You can use the insights from Google Trends and answerthepublic.com to come up with
keyword options. Then use Google’s keyword planner to find the popularity, cost, and potential benefits of each keyword.