Ask a researcher: How do needs drive intent?

Ask a researcher: How do needs drive intent?

January 10, 2020 Off By esential1@
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People don’t wake up in the morning and say, “I have intent.”

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It’s not a thing, people don’t talk like that.

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They do say, “I need something.”

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or “I want something.”

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My name is Justin De Graaf, I am the head of research and insights at Google.

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When people come to Google.com, there are six need states they are actually looking

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to solve for.

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The first is thrill me.

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The next is impress me, educate me, reassure me, help me, and surprise me.

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When a person realizes that they need something, so they might need to find things to do for

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their kids this weekend.

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They might turn to Google and search for “jumpy houses near me.”

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The thing is, behind that, the need beneath that is, they actually want to be helped and

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help their family connect and have a moment together.

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Those are the pieces that are actually motivating their behaviors.

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What they search is trying to solve that.

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But people don’t say that.

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They type “things to do near me.”

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The ways it can show up, and how marketers can use it best, things like creative development.

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Educate me is a great example.

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It’s a big need state.

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People are coming to us to get information, and then move on.

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If you’re looking for “safest automobile” or “safest small SUV,” you want information.

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You don’t want a sales pitch.

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You don’t want a big scene of creative.

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You want to know rank order.

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Give me the facts of what’s safest.

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Marketers in that moment can be more efficient, more direct.

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What’s interesting is that the needs are what spark a journey, as people move, and

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they expand and contract a consideration set.

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All along that, their needs are trying to be met.

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And they’re going to keep going in their journey until they feel like their needs are

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That’s when you make the purchase.

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That’s when you book your trip.

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That’s when you know it’s done.

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And there’s a lot of delight that comes from being done.

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And so solving for those needs is such a paramount element of humanity, really.

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It’s a way to be there and have a relationship with the people who are buying your things.