Listening Mind is paying close attention to search data not simply because search data presents a lot of data from Internet users. The reason why we do so is that Internet users provide their critical personal information regarding their needs, desires, and concerns to search engines such as Google, Baidu, Yandex, and Naver, which they usually do not provide to other Internet services. So if marketers use search data platforms such as Listening Mind, they will be able to locate in-depth consumer insights that are difficult to be found in traditional survey methods such as FGI or FGD. In addition, the application of search data analysis through Listening Mind is not limited to a specific marketing area. For example, politics and public policy are areas where search data is likely to be extremely well-valued. In the survey conducted by Seth Stephens-Davidowitz, author of 'Everybody Lies’, a large number of US cities still display a strong search volume on racial discrimination against black people even though many people were of the opinion that it had disappeared after Obama's presidential election. Four years after the survey was conducted, the polls in the US presidential election in 2016 clearly indicated that Hillary Clinton had gained considerably more popularity than Donald Trump, who had lost a number of his ballots due to the remarks he had made about African Americans. However, in the areas where a lot of searches were made using negative keywords about black people, Trump won against Hillary by a large margin unlike the survey results had predicted. This example highlights how search data can provide meaningful insights on socially sensitive topics such as topics on politics and the public policy area.
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