To compare searches, simply click Compare Searches on the left menu:

Selecting a left and right search to compare

By clicking the specific date from any left-hand and any right-hand search, the two searches will be loaded to compare.

Reading a Comparison

Comparisons are comprised of three different components.

1. Comparison of the maturity of the two searches on the zone of innovation chart.
2. Similarities between the two searches, stemming from shared discussed behaviors, beliefs, priorities, motivations, attitudes, values, and fears.
3. Differences between the two searches in terms of discussed behaviors, beliefs, priorities, motivations, attitudes, values, and fears.

Closing a Comparison

You can close a comparison entirely by clicking the x in the righthand corner:

Or you can remove one of the two searches by clicking the x’s above those searches:

Other ways to compare

You can also launch the comparison mode from any new search:

And directly from any saved search on the saved search page:

Use Cases

1. Compare the same topic across groups (e.g., “what do Baby Boomers want from sweet treats?” vs. “what does gen Z want from sweet treats?”
2. Compare the same search across time frames to monitor changes (e.g., “how do consumers discuss plastic packaging” in April 2024 vs. April 2025)
3. Compare different searches to find surprising underlying cultural similarities (e.g., “what do consumers like about action movies?” and “what do consumers like about breakfast cereal.”)
4. Compare different views on the same topic (”what do consumers like about sugar-free snacks? vs. “what do consumers dislike about sugar-free snacks?”)
5. Compare how the same topic looks different in different situations (”how do consumers discuss getting Fast Food with their family” vs “how do consumers discuss getting Fast Food alone.”)