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Analysis of car buyer questions shows how search engine intelligence reveals what consumers want to know, while social intelligence reveals the context behind their decisions
CHICAGO, June 4, 2026 /PRNewswire/ -- Brandwatch, a Cision company and a global leader in social intelligence and social media management, has released a new research report, The Question Gap: How Consumers Use Search and Social When Making Decisions.
The report highlights a critical blind spot in modern market intelligence: Brands that rely on signals from traditional search intelligence may understand what consumers want to know, but miss the context behind why they are asking. Brands that rely only on social intelligence may understand consumer concerns and emotions, but miss the high intent moments that spark these conversations.
Based on an analysis of thousands of consumer questions about automotive purchases across traditional search engines and social platforms, the study identifies a distinct "question gap": a stark behavioral contrast between the objective, fact-based signals captured through search intelligence (such as Google or Bing queries) and the longer, context-rich conversations surfaced through social intelligence across platforms like Reddit, Facebook groups, and niche online forums.
The Context Behind the Query: What vs. Why
The study found a dramatic structural divergence in how people frame queries depending on the intelligence source.
- Traditional search intelligence is factual and concise: Traditional search queries averaged 5.4 words, focusing largely on fact-finding and the immediate information customers need.
- Social search intelligence is descriptive, context-heavy and evaluative: Questions posed on social media and online forums averaged 113.8 words, providing deeper context around the "why" behind the query and often focusing on evaluation, reassurance, and advice.
"Our research reveals that brands can miss important parts of the consumer journey when they look at search intelligence and social intelligence in isolation," said Amy Jones, Chief Marketing Officer of Cision. "Search can show what people want to know. Social can show the context, emotion, and validation behind the decision. When brands connect these intelligence signals, they get a clearer view of what consumers care about, what is holding them back, and when they are ready to act."
The Three "Question Mindsets"
The research indicates that the modern consumer journey does not move in a straight line, but rather loops across three distinct question mindsets, which only comes into full view when combining search intelligence and social intelligence:
- Information-oriented questions – factual, feature-focused queries
- Decision and validation questions – community-driven requests for advice or reassurance
- Context and timing questions – highly nuanced, long-form narratives tied to life transitions of changing personal circumstances
While the analysis focuses on automotive buying-related searches, the findings reflect a broader pattern in consumer decision-making. A parallel analysis for a major chocolate brand found that search intelligence captured practical, immediate purchasing priorities (such as sugar-free or dietary needs), while social search intelligence captured the aspirational, sensory, and cultural expectations driving brand affinity.
Closing the Gap
To help organizations close this gap, the report details a practical application framework for how brands can combine search intelligence with social intelligence. By connecting signals across these channels, brands can better understand customer journeys, identify unmet needs, and build marketing strategies that reflect how consumers actually make decisions.
Download The Question Gap report
About Cision
Cision is the global leader in consumer and media intelligence, engagement, and communication solutions. We equip PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data driven world. Our deep expertise, exclusive data partnerships, and award-winning products, including CisionOne, Brandwatch, Trajaan, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter most to them.
Media Contact:
Cision Public Relations
CisionPR@cision.com
Analysis of car buyer questions shows how search engine intelligence reveals what consumers want to know, while social intelligence reveals the context behind their decisions
CHICAGO, June 4, 2026 /PRNewswire/ -- Brandwatch, a Cision company and a global leader in social intelligence and social media management, has released a new research report, The Question Gap: How Consumers Use Search and Social When Making Decisions.
The report highlights a critical blind spot in modern market intelligence: Brands that rely on signals from traditional search intelligence may understand what consumers want to know, but miss the context behind why they are asking. Brands that rely only on social intelligence may understand consumer concerns and emotions, but miss the high intent moments that spark these conversations.
Based on an analysis of thousands of consumer questions about automotive purchases across traditional search engines and social platforms, the study identifies a distinct "question gap": a stark behavioral contrast between the objective, fact-based signals captured through search intelligence (such as Google or Bing queries) and the longer, context-rich conversations surfaced through social intelligence across platforms like Reddit, Facebook groups, and niche online forums.
The Context Behind the Query: What vs. Why
The study found a dramatic structural divergence in how people frame queries depending on the intelligence source.
- Traditional search intelligence is factual and concise: Traditional search queries averaged 5.4 words, focusing largely on fact-finding and the immediate information customers need.
- Social search intelligence is descriptive, context-heavy and evaluative: Questions posed on social media and online forums averaged 113.8 words, providing deeper context around the "why" behind the query and often focusing on evaluation, reassurance, and advice.
"Our research reveals that brands can miss important parts of the consumer journey when they look at search intelligence and social intelligence in isolation," said Amy Jones, Chief Marketing Officer of Cision. "Search can show what people want to know. Social can show the context, emotion, and validation behind the decision. When brands connect these intelligence signals, they get a clearer view of what consumers care about, what is holding them back, and when they are ready to act."
The Three "Question Mindsets"
The research indicates that the modern consumer journey does not move in a straight line, but rather loops across three distinct question mindsets, which only comes into full view when combining search intelligence and social intelligence:
- Information-oriented questions – factual, feature-focused queries
- Decision and validation questions – community-driven requests for advice or reassurance
- Context and timing questions – highly nuanced, long-form narratives tied to life transitions of changing personal circumstances
While the analysis focuses on automotive buying-related searches, the findings reflect a broader pattern in consumer decision-making. A parallel analysis for a major chocolate brand found that search intelligence captured practical, immediate purchasing priorities (such as sugar-free or dietary needs), while social search intelligence captured the aspirational, sensory, and cultural expectations driving brand affinity.
Closing the Gap
To help organizations close this gap, the report details a practical application framework for how brands can combine search intelligence with social intelligence. By connecting signals across these channels, brands can better understand customer journeys, identify unmet needs, and build marketing strategies that reflect how consumers actually make decisions.
Download The Question Gap report
About Cision
Cision is the global leader in consumer and media intelligence, engagement, and communication solutions. We equip PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data driven world. Our deep expertise, exclusive data partnerships, and award-winning products, including CisionOne, Brandwatch, Trajaan, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter most to them.
Media Contact:
Cision Public Relations
CisionPR@cision.com
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
New Brandwatch Research Reveals the 'Question Gap' Between Search Intent and Social Context
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ROME, June 5, 2026 /PRNewswire/ -- There are those who have conquered the world with an unforgettable feat, and those who have made their entire careers a model of loyalty and respect. These are the stars of the 30th edition of the Fair Play Menarini International Award, whose winners were announced today in the Hall of Honour of the Italian National Olympic Committee (CONI).
From football to swimming, fencing and Paralympic skiing, as well as athletics, basketball, speed skating and volleyball: the 2026 edition of the Award brings together champions who have thrilled fans and sports enthusiasts around the world and who also continue to leave their mark outside the field of competition.
"We are delighted to be gathered here in the CONI Hall of Honour, a place steeped in the history of Italian sport and its values, to mark the 30th anniversary of the Fair Play Menarini Award. Thirty years is a significant milestone; it is history: a path built on solid foundations that has honoured many champions - says Luciano Buonfiglio, President of CONI - I'm particularly pleased today because three very young people are being honoured - a message that is more than just about medals. They demonstrate ethics, respect and integrity - important values to be upheld and promoted. These three young people are a fine example of this."
Among the standout names of the 30th edition is Armand Duplantis, world record holder and pole vaulting legend. Representing the world of football will be Gianfranco Zola, one of the most beloved talents in the history of Italian sport. Joining them are Gregorio Paltrinieri, a leading figure in the world of swimming, Achille Polonara, the face of Italian basketball, Antonella Palmisano, queen of race walking, Chiara Mazzel, star of Paralympic skiing, and Daniele Garozzo, Olympic champion and ambassador for Italian fencing.
Also taking the stage at the Fair Play Menarini event will be Davide Ghiotto, Andrea Giovannini and Michele Malfatti, key figures in Italy's speed skating successes, together with Simone Anzani, one of the most recognisable faces in Italian volleyball.
On July 2, Teatro del Maggio Musicale Fiorentino in Florence will host the awards ceremony of the 30th edition of the Fair Play Menarini International Award. An evening to celebrate some of the best-known figures in international sport, this year broadcast once again in collaboration with Sky TG24. The event will be presented by Rachele Sangiuliano, Michele Cagiano and Omar Schillaci, alongside legendary sports commentators such as Federico Buffa.
Fair play knows no age limits, as demonstrated by Matteo Pasqualetti, Gloria Tinaburri and Alberto Belluzzi, winners of the "Young Athletes" Fair Play Menarini Award. Three young people who remind us all that fair play is a choice we make every day, both in competition and in life.
"For thirty years, the Fair Play Menarini International Award has been celebrating those champions who have left their mark not only through their victories, but also through the way that they approach sport – say Luca Lastrucci, Valeria Speroni Cardi and Filippo Paganelli, Board Members of the Fair Play Menarini Foundation – The stories of this year's award winners remind us that respect, loyalty and fairness remain values with the power to unite different generations and resonate with those who love sport, both on and off the pitch."
Ahead of the grand finale, the run-up to the 30th edition will come to Florence on 15 June with the Special Fiamme Gialle "Study and Sport" Award, dedicated to young talents who succeed in balancing their studies with competitive sport.
ROME, June 5, 2026 /PRNewswire/ -- There are those who have conquered the world with an unforgettable feat, and those who have made their entire careers a model of loyalty and respect. These are the stars of the 30th edition of the Fair Play Menarini International Award, whose winners were announced today in the Hall of Honour of the Italian National Olympic Committee (CONI).
From football to swimming, fencing and Paralympic skiing, as well as athletics, basketball, speed skating and volleyball: the 2026 edition of the Award brings together champions who have thrilled fans and sports enthusiasts around the world and who also continue to leave their mark outside the field of competition.
"We are delighted to be gathered here in the CONI Hall of Honour, a place steeped in the history of Italian sport and its values, to mark the 30th anniversary of the Fair Play Menarini Award. Thirty years is a significant milestone; it is history: a path built on solid foundations that has honoured many champions - says Luciano Buonfiglio, President of CONI - I'm particularly pleased today because three very young people are being honoured - a message that is more than just about medals. They demonstrate ethics, respect and integrity - important values to be upheld and promoted. These three young people are a fine example of this."
Among the standout names of the 30th edition is Armand Duplantis, world record holder and pole vaulting legend. Representing the world of football will be Gianfranco Zola, one of the most beloved talents in the history of Italian sport. Joining them are Gregorio Paltrinieri, a leading figure in the world of swimming, Achille Polonara, the face of Italian basketball, Antonella Palmisano, queen of race walking, Chiara Mazzel, star of Paralympic skiing, and Daniele Garozzo, Olympic champion and ambassador for Italian fencing.
Also taking the stage at the Fair Play Menarini event will be Davide Ghiotto, Andrea Giovannini and Michele Malfatti, key figures in Italy's speed skating successes, together with Simone Anzani, one of the most recognisable faces in Italian volleyball.
On July 2, Teatro del Maggio Musicale Fiorentino in Florence will host the awards ceremony of the 30th edition of the Fair Play Menarini International Award. An evening to celebrate some of the best-known figures in international sport, this year broadcast once again in collaboration with Sky TG24. The event will be presented by Rachele Sangiuliano, Michele Cagiano and Omar Schillaci, alongside legendary sports commentators such as Federico Buffa.
Fair play knows no age limits, as demonstrated by Matteo Pasqualetti, Gloria Tinaburri and Alberto Belluzzi, winners of the "Young Athletes" Fair Play Menarini Award. Three young people who remind us all that fair play is a choice we make every day, both in competition and in life.
"For thirty years, the Fair Play Menarini International Award has been celebrating those champions who have left their mark not only through their victories, but also through the way that they approach sport – say Luca Lastrucci, Valeria Speroni Cardi and Filippo Paganelli, Board Members of the Fair Play Menarini Foundation – The stories of this year's award winners remind us that respect, loyalty and fairness remain values with the power to unite different generations and resonate with those who love sport, both on and off the pitch."
Ahead of the grand finale, the run-up to the 30th edition will come to Florence on 15 June with the Special Fiamme Gialle "Study and Sport" Award, dedicated to young talents who succeed in balancing their studies with competitive sport.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
FROM DUPLANTIS TO PALTRINIERI, FAIR PLAY MENARINI KICKS OFF ITS 30TH EDITION
FROM DUPLANTIS TO PALTRINIERI, FAIR PLAY MENARINI KICKS OFF ITS 30TH EDITION
