Case study example – vegan ice cream
Let’s imagine we own an ice cream store in the middle of Sydney. Yum.
Now let’s imagine we also read a newspaper report that showed an increasing interest in vegan diets. And that it was now possible to make many products vegan that were traditionally considered non-vegan. That includes ice cream.
We would obviously consider there might be an opportunity to create a new vegan product for our store. And a sales opportunity from consumers who would not previously have even looked at our products.
Let’s start with Google to try and see if there is an actual opportunity.
It would seem obvious to put ‘vegan ice cream’ into the google search box. So do that. But before you click on the search button, you should look at what appears before you click.
Look at what Google does when you put your term into the box. Before you get a chance to click, Google will suggest other search terms that are similar.
This is called ‘autocomplete’ and is based on Google’s huge store of data of previous searches. This data predicts what will be the best result of your search. Based on the popularity of all previous searches.
Why is this important if you are a marketer?
Well, Google Autocomplete essentially gives you FREE access to what what most people search for related to your term.
In this case, this generates similar outputs to if we asked consumers in qualitative research what they most associate with vegan ice cream.
Except this data does not cost anything. You have free ideas for further exploration.
In this example, we can see that five of the suggestions relate to locations (Near me, Sydney, Newtown, Bondi, Byron Bay). This suggests that for anyone interested in “vegan ice cream” they find it difficult to know where to buy. Add to this that two of the other suggestions are retailers (Coles and Woolworths) and what we have is our first ‘need’ to explore. Getting our vegan ice cream available for them to find and buy.
And as our fictitious company is too small to supply supermarkets, Google has given us three locations where we could target local cafes or smaller independent stockists. All three of these areas are known for being popular with younger, hipper audiences who would have a higher chance of being vegan.
The final two search predictions are ‘recipe’ and ‘cake’ which gives us some content areas to explore. We could use these to create content on our website, or when we did paid search.