It helps them get excited

“The sooner I know what I’ll be eating, the better,” one person told us. It “helps with my dining experience and gets me excited.”

For curious consumers, getting excited often means getting a preview of what’s to come. In the months, days, or moments leading up to an experience, many are looking for a sneak peek.

For example, when planning a dinner out, people search for the “best thing to eat at a restaurant” or to find a “restaurant with good desserts.” Or when planning a vacation, they want to find and understand the experience before they take part in it themselves, searching for “things to do in Maui” or “reviews of the train to Machu Picchu.”

In other words, the research process becomes part of the experience itself, helping to build anticipation before they even step foot out the door.