One of the things that my team works with is a tool called Google Trends, which shows you anonymised, indexed data on what people are searching for across a given location or a given time.

We collaborate with broadcasters, journalists, academics and non-profits to see what emerging patterns and trends in search reveal. What’s really interesting is how changing questions reveal changing attitudes across time. It’s useful for journalists, or indeed anybody who’s interested, to see what preoccupations people have around major news events.

For example, if you’re looking for the latest design trends, we can see that Search interest for ‘japandi interior design’ has increased by 973% in the last 12 months. Similarly, if you’re wondering what people in the UK are reading, we can share that between 2017 and 2021, Search interest for books on neurodiversity has increased by 1280%.

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