Google Insights for Search is a little-known online tool available from Google Labs. Its purpose is to let marketers and researchers peek into Google's query database for trends such as rising keywords by category, product seasonality or geographic distribution. The database provides only a subset of all online queries submitted to Google but this sample is sufficient to capture what's going on while allowing for decent performance.
The following chart shows how the use of the word "Outfit" grew in shopper queries from Jan. 2004 to Feb. 2009, relative to all searches in the Shopping >> Apparel category.
The following chart shows how the use of the word "Outfit" grew in shopper queries from Jan. 2004 to Feb. 2009, relative to all searches in the Shopping >> Apparel category.
"Outfit" in category Shopping >> Apparel
As one would expect, Apparel Shopping (black) peaks in December each year. Searches for "Outfit" (blue) are remarkedly popular in October, and rising year after year. Although the trend is clear, the October peak may betray the presence of "Halloween outfit" in the sample. A closer look at the last 12 months (2008-2009) should help us here.
"Halloween outfit" (red) has indeed a flattening effects on the whole Apparel category. Let's get more specific by searching for "Shop by outfit" (blue) in 2008-2009 instead.
"Shop by outfit" in category Shopping >> Apparel
This time, the chart shows that "Shop by outfit" (blue) is really rising amongst apparel shoppers. Google Insight for Search cannot tell exactly why people are looking for what they are looking for but as a market research tool, it can undoubtedly help anyone to improve her market insight by trial and error.
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