IQs + EQs = Cool cues

As a digital enthusiast, there is one concept that this crisis has definitely made even more real. The “changing trends” in consumer demands and the digital “lean on”.

Life & business plans may not be able to operate effectively without noticing the current and future underlying status quo.

Some of our earlier assumptions such as going for a team workout session in the gym or attending a dance class may not be assumed anymore.

To thrive or even survive, it’s vitally important to notice and respond quickly to major changes in trends — in particular, changes in our own lifestyles, our customers and translate this to customer demand.

Whether we like it or not, to deny it may be extremely costly.

Here’s one example.

Here in Sydney, non-essential businesses are closed. In that case, one option is to convert your business into an essential one. Some of the companies that were into outdoor gear have turned to make surgical masks.

They’re adapting to the trend.

However, humans don’t really like the unknown.

So there is a natural block. Thus, these shifting priorities may require a different type of intelligence, to understand that “pivoting” is here to stay.

Then come more follow up questions.

How much pivoting is to be done and how much of the original business services are to be retained, to still serve a sizeable customer base?

Not sure, if there is an easy answer to this but all of this decision making may call for a different type of skillset? One that tracks emotional trends.

Emotional intelligence. One that will help us deal with trends but in a different way. A more caring way.

High EQ or emotional intelligence is not something that is popularly taught in universities. But, to put it in pillars of common sense, it may involve 3 large pillars and numerous small ones in between:

• Care about the unspoken details

• Care about others and their situations and decisions being taken therein

• Create platforms/ products with the “care” as focus

.

A typical corporate presentation could be an example:

The high IQ minds carefully consider the facts & the arguments and use critical reasoning to determine the validity of logic.

If there aren’t flaws, they may determine the conclusion to be valid.

In the same meeting, the high EQ people are scanning other’s expressions too. And trying to understand how others are receiving it. They are checking the body language of the presenter and the attendees.

People with high EQ realize that in many cases, a not too attractive presentation may not necessarily be a bad idea or silent objections are strong indicators too. And sometimes an unexpected answer opens up a whole new avenue.

Combining the IQ and the EQ often leads to better decision making.

I have found that Google trends and Search reports often combine to form what I may call good combination cues of IQ + EQ

As market dynamics change rapidly, it can be challenging to understand how your customers’ needs are evolving.

And this is where the Google trends and search play their part.

For those companies that have “pivoted’, how much should they approximately pivot from what they originally set out to create? And how much should they retain so that they can still serve a sizeable number of customers at ease, even when the period of transition is average to long? When we search the demand for certain terms and dish out the reducing demand for certain associated terms, it gives us an indication of where the shift is.

Here are some examples:

Less searches for “personal grooming services” while far more for “manicure products” than before

More searches for “how-to” YouTube video searches and less for “where to”

These could be indications that a certain market is gradually moving towards more “doing at home” than “availing the services” at least for the short to medium term.

“work from home” office articles on Amazon have received a far higher search result query currently even though not all of them fall under the “essentials” category.

This is where a 360 view of analytics and trends come into play. Using google to see the things people are searching for or not searching for, almost in real-time.

Research on the terms to uncover customer needs and the demand sizes uncover major trends and latest insights related to a specific event, track search term popularities, and redesign product delivery and marketing strategies accordingly.

This could be the lens that combines both the IQ and the EQ, a combination that may lead to effective decision making.

Some of the recent search terms shifts I have noticed are below. I can’t really say that there were surprises.

• Less searches for “Dine-in restaurants” while more for “food delivery”.

• Searches for “in-home entertainment” are higher than searches for “outdoor entertainment, clubs, and bars”.

• “Flour and baking yeast” is running out of shelves while searches for “cafés” have reduced

• More searches for “skipping ropes” than before vs the reduction for terms such as “best gyms in town”

As the majority of businesses get ready to jump back into the fray and compete for “wallet share”, there could be a number of lead indicators in Google trends that may help your ship sail better.

Jump on Google Trends. You may find some find real good cues out there!

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