25 Brands Unwrapped: Day 13 - Google

Welcome to Day 13 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.

Today, we analyze Google!

The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.

Here is the data unwrapped: 

What is the first word that comes to your mind when you hear Google?
Search, Buscador, Helpful

How would you describe the "typical" customer of Google?
"The typical Google customer is anyone who relies on the internet for information — students, professionals, small business owners, and everyday people looking up answers quickly. They value convenience and expect fast, reliable search and services."
"Pretty much anyone who uses the internet — students, workers, small businesses, and folks looking for quick answers or directions. Mostly, everyday people who rely on their phones and browsers."

If you could rename Google to describe what it actually is, what would you call it?
"InfoHub"
"InfoFinder"
"AnswerEngine"

Describe Google in exactly three words.
Powerful: 64.1%, Helpful: 52.0%, Ubiquitous: 37.9%

If you could fire the CEO of Google, would you? (Yes/No)
No: 96.3%
Yes: 3.7%

If you met the CEO of Google, what is the first question you would ask them?
"How do you protect ordinary users' privacy and personal data, especially for people who rely on your free services?"
"How do you protect ordinary users' privacy and prevent misuse of our personal data, especially for older or Spanish-speaking customers?"

If you could change one thing about the product, what would it be?
"Simpler, clearer privacy controls and fewer intrusive ads; make settings easier for older users."

Who is the biggest threat to Google?
"Regulation and privacy-focused competitors"
"Microsoft"

What is the best alternative to Google?
"DuckDuckGo"
"Bing"

On a scale of 0-10, how much do you trust Google?
Average Score: 5.6.
Distribution: Score 3: 0.1%, Score 4: 6.7%, Score 5: 24.4%, Score 6: 67.7%, Score 7: 1.1%

Do you think Google’s best days are ahead of it or behind it? (Yes/No)
Ahead: 88.4%
Behind: 11.6%

If Google went out of business tomorrow, would you care? (Yes/No)
Yes: 89.7%
No: 10.3%

Does Google actually care about its customers? (Yes/No)
No: 98.7%
Yes: 1.3%

Do you know the name of Google’s CEO? (Yes/No)
Yes: 85.8%
No: 14.2%

Does the CEO’s public behavior make you less likely to buy from Google? (Yes/No)
No: 80.7%
Yes: 19.3%

Do you think the leadership at Google is competent? (Yes/No)
Yes: 93.8%
No: 6.2%

Is the leadership of Google a liability to the company? (Yes/No)
No: 69.6%
Yes: 30.4%

Do you think the CEO uses their own product? (Yes/No)
Yes: 100.0%

Do the executives at Google seem out of touch with reality? (Yes/No)
Yes: 72.1%
No: 27.9%

Would you buy Google if it weren't on sale? (Yes/No)
No: 52.6%
Yes: 47.4%

Is Google too "woke"? (Yes/No)
No: 93.8%
Yes: 6.2%

Are you loyal to Google because you like it, or because you’re stuck? (Yes/No)
Like it: 63.6%
Stuck: 35.7%
Not loyal: 0.7%

Do you think Google will exist in 10 years? (Yes/No)
Yes: 100.0%

See you tomorrow for Day 14!