Search taught us to declare our intent, but it was just the start of discovery

The gap, between the human need and the declared search intent, is the most interesting part of modern discovery.

Search has always asked consumers one question: What are you looking for?

But what happens when they know what they need, without knowing exactly what the answer is?

In B&T, our very own Managing Director Alison McKinnon explores why the future of discovery lies in understanding the human needs behind the search, and how brands can connect with consumers before they've decided what they're looking for.

For marketers, the opportunity is to move beyond capturing demand and start participating in discovery.

Read the full article now: https://www.bandt.com.au/from-search-to-discovery-what-happens-when-consumers-dont-know-what-exactly-they-want/