Demand analysis gives you a comprehensive view of the customer journey from search to clicks, helping you capture real intent signals. By analyzing search data, you can evaluate genuine intent and analyze a wider audience, complementing social listening and traditional survey insights to paint a more robust picture of consumer trends.
What is the value of Demand Analysis?
Demand Analysis provides powerful consumer demand insights, helping research teams build out their strategies by looking deeper into macro and micro consumer trends. This helps businesses to:
- Maximize revenue by identifying new growth opportunities and increase digital market share in a highly competitive market
- Drive efficiency by aligning products with consumer needs to drive product development efficiency
Tip: Demand Analysis insights should complement findings from other research methods like surveys and social listening analysis, but also highlight how quickly consumer preferences and habits change - often outpacing the analysis provided by these alternative methods.
With Demand Analysis, you will be able to generate insights quickly and answer market research questions like:
- How big is consumer demand in my industry?
- How is it changing over time?
- What are the most important macro and micro consumer trends impacting my business?
- How can I predict trends more effectively to align with product development and marketing efforts?
Demand Analysis Use Cases
Monetization Potential
Quantifying the value of a trend and analyzing the size of demand is critical for your business, so validating your findings and evaluating monetization potential will ensure you’re investing your efforts in the right direction, while filling in any knowledge gaps in the process.
Capture Micro Trends
To grow digital share in a highly competitive market, companies need to know their consumer demand at a granular level. With Demand Analysis, you can analyze a group of up to 5000 keywords, so you can deep dive into any topic and understand the fluctuations in its popularity over time.
Discover Keyword Seasonality
Analyze a trend of more than 12 months to see if there are upticks in search volume that occur around the same months every year. You could also look to see if you see a similar impact in search traffic.
What features are available in Demand Analysis?
Demand Analysis has one core feature: Search Trends. This allows you to evaluate the search demand around any topic your keyword list is based on or the Predefined Trending Topics built by us.
How to use Demand Analysis
The Demand Analysis Tool is found in the Web Intelligence > Market Research > Demand Analysis module. To get started:
- Enter a seed keyword into the search bar to build your keyword list from scratch, or analyze an existing keyword list. If building from scratch, select a country filter for the market you wish to analyze.
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You can also select a from a list of ready-made Trending Topics designed so you can analyze the latest consumer trends and get a more comprehensive understanding of market dynamics and consumer behavior.
Topics will give you the power to:
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Identify the latest consumer trends - Spot macro trends early on with minimal effort
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Expand your product portfolio - highlight potential new product lines based on industry level consumer insights
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Drive greater product assortment - add weight to your product development and promotional strategies by understanding what's top of mind for consumers
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- If building your keyword list from scratch, give your keyword list a name and select the keywords from the suggestions to build out the topic your keyword list is based on. Add the auto-suggested keywords to your list or enter them manually, then click save.
Using the Search Trends tool
Once you’ve created or selected the Keyword List that you want to analyze, or selected a Trending Topic, then you can begin accessing the insights, starting with the Search Trends feature.
Search Trends helps you to evaluate the demand around the topic your keyword list is based on.
Key insights
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Demand Size helps you to understand how significant the search demand is for this topic and whether it is growing or declining over the analyzed period.
- Growing trends indicate a positive change of more than 5%.
- Stagnating trends reflect a change of between 5 and -5%
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Declining trends indicate a negative change of more than 5%
- Demand Trend shows the fluctuations in the search trend over time. You can see if the topic has already peaked in popularity, whether it’s growing or declining, or whether there is any seasonality in the demand trend for the topic.
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Keywords Trends allow you to visualize which keyword from your topic list is driving the most search volume.
- Keyword Trends Summary allows you to deep dive into the full list of keywords driving the trends. See the absolute search volume for each keyword and its percentage share of the search volume across all the keywords in your list. Also, see the percentage change in volume over the analyzed period.
Tip: If you need a reminder of the keywords in the list you’ve created, you can click the ‘View keywords in list’ button. That will take you to the Keyword List tool, where you can add and remove keywords and look at other keyword performance metrics.
Keyword Clusters
Demand Analysis allows you to select from 1000s of pre-built Trending Topics to understand popular search trends from within a specific category.
Keyword Clusters are groups of keywords that exist within our predefined Trending Topics, which are built from 5000+ keywords each.
Keyword Clusters allow you to spot micro-trends within each topic. By analysing just these clusters of words, you're able to understand specifically why a micro-trend is occurring and what impact it is having on the wider topic in general.
Keyword Clusters allow you to assess:
- What is the size of a specific trend?
- Is it growing or declining?
- What are the micro-trends driving growth?
By default, the Keyword Clusters function is turned on once you access a predefined Trending Topic, but you can easily toggle this off and see the wider keyword breakdown for that topic too.
Comparing Keyword Lists
With the Keyword List comparison feature on Demand Analysis, you can easily compare trends across multiple keyword lists by size and growth. While analyzing one group at a time is crucial to understand the growth of certain keywords and the overall demand for a product, brand, or topic, being able to compare adds pivotal insight to your reporting.
What is the Value of Keyword Comparison?
- Easily compare trends by size and growth
- Guide product and content strategy
- Compare product demand to inform investments and assortment decisions
- Identify niche or emerging trends within broader topics
How to Set Up a Comparison
Set up a Demand Analysis like you would above. Once you're there, you'll see a blue Compare button up top, just like you would see in Website Analysis and other competitive reporting.
That's it! Now it's time to analyze the new reports.
Trends Overview
Get a month-by-month analysis of the overall volume of these keyword groups. See which topic is in demand versus what might be fading in popularity. This is also a great way to catch any seasonality spikes. Click on the total button in the upper right corner to see the trended volume of both of these keyword lists combined.
Trends Quadrant Analysis
Get a clear visual of which keyword group is growing, fading, leading, or nascent. This sheds light onto the overall performance of these keywords. For example, just because we see a high volume for something, doesn't mean it's not potentially falling behind the competition. If it's growth is below average (like the example with banana bread below) then it might fall under fading demand. Meanwhile pumpkin bread's search volume is below average, but since it's been on the rise, it has a growing demand.
Note: De-selecting a keyword list will rearrange the remaining lists on the chart.
Keywords Trend Summary (Monthly Averages) Lastly, you can see a list of the selected Keyword Lists so you can directly compare the search volumes and volume change. This is another way to understand that search volume doesn't tell the whole story, and if something else is on the rise this is a great way to see it.
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