If brands misread search behavior, they misread the market. Yet so many are missing out on half of the picture. Traditional search tells us what people think they want to know. Social search reveals what they're actually uncertain about. And the gap between the two is where brands either win or lose trust.

In this session, we’ll share new research that reveals how questions shift across channels and platforms, why entirely different narratives emerge on social, and where consumers really go for unfiltered answers that drive their decisions.

Join us to understand the question gap – what consumers ask privately versus publicly and socially versus algorithmically – and learn how addressing these hidden questions can have real business impact.