While people are still searching for specific products, they are increasingly turning to search before they’ve even figured out what to buy. More and more, they’re looking for ideas and inspiration.

To better understand the changes in how people search, our Ads Research and Insights team has been digging into Google’s search data. And to understand what the data is telling them about today’s consumer, they’re talking to people about the “why” behind the data.

I talked to Google’s Ads Research and Insights Group Marketing Manager Sara Kleinberg to discuss some of the findings that her team’s research has turned up.  

What’s one thing that has jumped out at you recently?

Sara Kleinberg: People are using search to look for ideas. And by that, I mean they’re actually using the word “ideas” in search. A lot. “Valentine’s Day ideas,” “Baby shower ideas,” “Groomsman gift ideas.” A lot of occasions and events. And we’re seeing this across nearly all topics: things like “tattoo ideas,” “bathroom remodel ideas,” and “hair color ideas.”