0:03
People don’t wake up in the morning and say, “I have intent.”
0:05
It’s not a thing, people don’t talk like that.
0:07
They do say, “I need something.”
0:12
or “I want something.”
0:19
My name is Justin De Graaf, I am the head of research and insights at Google.
0:22
When people come to Google.com, there are six need states they are actually looking
0:26
The first is thrill me.
0:32
The next is impress me, educate me, reassure me, help me, and surprise me.
0:37
When a person realizes that they need something, so they might need to find things to do for
0:38
their kids this weekend.
0:42
They might turn to Google and search for “jumpy houses near me.”
0:46
The thing is, behind that, the need beneath that is, they actually want to be helped and
0:50
help their family connect and have a moment together.
0:52
Those are the pieces that are actually motivating their behaviors.
0:54
What they search is trying to solve that.
0:56
But people don’t say that.
0:58
They type “things to do near me.”
1:03
The ways it can show up, and how marketers can use it best, things like creative development.
1:04
Educate me is a great example.
1:07
It’s a big need state.
1:10
People are coming to us to get information, and then move on.
1:15
If you’re looking for “safest automobile” or “safest small SUV,” you want information.
1:17
You don’t want a sales pitch.
1:19
You don’t want a big scene of creative.
1:20
You want to know rank order.
1:23
Give me the facts of what’s safest.
1:26
Marketers in that moment can be more efficient, more direct.
1:30
What’s interesting is that the needs are what spark a journey, as people move, and
1:32
they expand and contract a consideration set.
1:35
All along that, their needs are trying to be met.
1:38
And they’re going to keep going in their journey until they feel like their needs are
1:40
That’s when you make the purchase.
1:41
That’s when you book your trip.
1:42
That’s when you know it’s done.
1:45
And there’s a lot of delight that comes from being done.
1:48
And so solving for those needs is such a paramount element of humanity, really.
1:53
It’s a way to be there and have a relationship with the people who are buying your things.
