There are four basic rules for searching:
1. Topics need to be in the system
You can only search topics that exist within Lux MotivBase.
If a topic doesn't exist, it could mean that consumers refer to that topic using different terminology (in which case, you'll need to consider synonyms), or it may be too niche to be detected by our algorithm.
Start by typing out your search word-by-word and see what topics the system suggests. Begin with singular topics as well (drink, not drinks; candy not candies) to capture more possible topics.
2. Use as few topics as you can
Your search should aim to focus on a single topic that captures your subject.
Having fewer topics simplifies interpretation and analysis, but you may add as many search terms as the data will allow.
MotivBase will always calculate results for searches that have enough connecting topics to allow for an accurate picture of the cultural universe you’re interested in.
3. Recalibrate if you’re in the wrong culture
If the resulting cultural universe looks wrong, try different searches to find the right context.
After you search for a topic, look at the macroculture universe to ensure that you’ve landed in the right culture.
These 30 topics are a powerful indicator of the context of your search keyword. Pick the keyword(s) that feels closest to what you're looking for based on the cultural analysis topics provided.
Are you seeing topics you’d expect to see?
Does the language look like consumer language, or industry insiders?
You’ll notice in the example above that the first search, oral rehydration solutions focuses on extreme solutions for those who are experiencing medical levels of dehydration. The second search, sports drinks, is more focused on a post-workout routine: healthy snacks, hygiene, and hydration. Finally, the search for electrolytes drinks speaks more to consumers who are looking to optimize their health on their own as a part of a total approach to wellness, including digestive issues, natural health solutions, and nutritional deficiencies.
Depending on your industry and question, you need to judge which culture is a right fit for your question.
What should you do if the resulting universe is completely unrelated to what you’re searching for?
For example, in the search below, flexitarian yields a topic universe that seems completely unrelated to what you might be searching for. Typically in this situation, you would look for synonyms from the auto-complete, because the original topic may hold a different meaning for consumers than you thought of or the word “flexitarian” may be used as a slang word in many contexts.
You then try flexitarian diet and find the same problem.
At this point you know the problem is that MotivBase doesn’t understand the specific context you’re trying to get at. So the solution is simple - you give it a clear context word.
HOW? By splitting the word flexitarian and the word diet. You’ll now notice that you’ve landed in a much better place with a topic universe that is related to what you are intending to search for.
This is why MotivBase is built with the flexibility of setting multiple contexts. Unlike other research search engines, our engine is a context-setting engine. It does not require complex Boolean searches. But it does require a little experimentation from time to time when it struggles (due to consumer culture) to get at the cultural context you intended.
4. Use a suitable timeframe.
Avoid making the timeline too narrow.
If you want to gain a better understanding of the culture surrounding a topic, we recommend looking at one year's worth of data, which is the default timeline when you run a search. Choosing a shorter timeline makes sense if you're looking to examine the impact of a specific season or major event.
NOTE: Clicking "Options" on the right of the search bar allows you to set timeline parameters.
