Customer segmentation is a vital tool for businesses aiming to tailor their marketing strategies effectively. When consumers search online, they reveal a lot about their needs, emotions, and desires, especially when they seek validation for their opinions or decisions. AnswerThePublic can be particularly useful in spotting these consumer trends.
In this article, we'll explore how to identify consumers seeking validation and how businesses can capitalize on this behavior to better target and engage these consumers.
Understanding Validation Searches
We often turn to search engines for more than just information—we look for validation. Whether it’s confirming an opinion, seeking reassurance, or finding others who share similar views, validation-seeking searches are an important behavior to understand. These searches are commonly phrased as questions or statements that suggest a need for agreement or affirmation.
For example, consider the difference between searching for “skiing” versus “skiers.” When searching for “skiing,” users typically ask for factual information:
- "When was skiing invented?"
- "Can skiing damage knees?"
However, when the search term changes to something identity-based like “skiers,” the tone becomes more emotive:
- "Skiers are better than snowboarders."
- "Skiers are awesome."
These searches are no longer just seeking information; they are looking for validation of opinions or identity, with users hoping to find others who share their passion or viewpoint.
Using AnswerThePublic to Spot Validation Queries
The tool simplifies the process of uncovering validation searches by displaying trending queries from various platforms. Each query in the tool is accompanied by an orange dot—the darker the dot, the more popular the query. This color-coding disk reveals which validation or identity-based searches are currently trending.
Key Categories to Explore for Validation Searches
1. Questions: This category often contains the most revealing insights into consumers seeking validation. Consumers may ask questions such as:
- "Is it okay to wear black to a wedding?"
- "Is it normal to feel tired after running?"
These questions reflect uncertainty and a need for reassurance, providing businesses with opportunities to address these concerns in their content or marketing strategies.
2. Prepositions and Comparisons: These categories are where consumers frequently look for permission or comparison of their choices:
- "Can I wear black in the summer?"
- "Are runners faster than cyclists?"
By understanding these queries, businesses can create content that provides answers, reassurance, or affirmation, helping build a connection with the consumer.
3. Identity-Based Searches: As mentioned earlier, searches in which consumers use identity-based language (e.g., “skiers” versus “skiing”) can indicate a strong emotional investment in the topic. Consumers who describe themselves as part of a community or identity group often seek validation of that identity. Using AnswerThePublic, businesses can spot these emotive searches and create targeted content that aligns with their audience's passions and values.
Examples of Validation Queries and How to Leverage Them
Let’s take a deeper look at some examples of validation-seeking queries and how businesses can identify them and tailor their strategies accordingly:
1. Validation of Fashion Choices:
- "Can I wear a black dress to a wedding?"
- "Is it okay to wear sneakers to a formal event?"
These queries reflect consumers' desire to validate their fashion choices. Brands can capitalize on this by creating content that offers advice on what to wear for specific occasions, ensuring their product recommendations align with these popular concerns.
2. Health and Fitness Validation:
- "Is it normal to feel tired after running?"
- "Can I build muscle without going to the gym?"
In these cases, consumers seek reassurance that their experiences or decisions are acceptable. Health and fitness brands can target these queries by offering expert insights and creating content that makes users feel supported and understood.
3. Identity and Opinion Validation:
- "Skiers are better than snowboarders."
- "Is being a vegan healthier?"
These types of queries are where consumers seek to find others who share their views or confirm their identity within a group. Brands can engage with this audience by creating content that acknowledges these opinions, fostering a sense of community among like-minded individuals.
Here’s the thing: understanding how people seek validation online can really give you an edge when it comes to connecting with your audience. Tools like AnswerThePublic can show you exactly what people are searching for—whether they're looking for reassurance or just trying to find others who share their views. By paying attention to these kinds of queries and grouping your audience based on their needs, you can create content that feels personal and relevant. It’s all about meeting them where they are and letting them know they’re not alone. In the end, this approach helps build stronger relationships, trust, and loyalty. It’s a simple but powerful way to stand out and make a real impact.