What Moved Switzerland in 2024 – And What Brands Can Learn From It
Google searches are more than just data points—they reflect our aspirations, concerns, and values. Analyzing the most-searched terms of the year reveals more than trends; it uncovers deeper behavioral patterns. And in these patterns lies the key to meaningful brand communication.
In this article, you'll discover:
- The behavioral patterns behind Switzerland’s most-searched Google queries in 2024.
- How to turn search data into real customer insights—and communicate more effectively.
- How standing ovation creates emotional brand experiences that leave a lasting impact.
What? How? Why? – The Most-Searched Google Questions in Switzerland (2024)*
“What” Questions:
- What is a Talahon? – A mystery sparking curiosity.
- What does non-binary mean? – Gender diversity is going mainstream.
- What is a pager? – Retro tech making a pop culture comeback.
- What is at the center of Switzerland? – A search for identity and belonging.
- What do people celebrate during Easter? – Questioning and rediscovering traditions.
“How” Questions:
- How many municipalities are in Switzerland? – Facts provide a sense of security.
- How many visitors does Europa-Park get? – Success stories fascinate.
- How old is Trump? – Politics remains a hot topic.
- How do northern lights form? – Science meets wonder.
- How many sides does a stop sign have? – Seeking clarity in the seemingly obvious.
“Why” Questions:
- Why isn’t Shaqiri playing? – Soccer is a national conversation.
- Why do storks clatter? – Curiosity about natural phenomena.
- Why is it raining so much? – Weather or climate change?
- Why is Mbappé wearing a mask? – The intersection of sports and style.
- Tatort: Why the criticism? – Pop culture sparks debate.
*Google. (2024). Year in Review 2024: The Most Searched Terms in Switzerland. Google Trends.https://trends.withgoogle.com/year-in-search/2024/ch
The Psychology Behind Search Queries
Every search query tells a deeper story. People don’t just look for facts—they seek meaning, belonging, and reassurance.
Take “What is a Talahon?”—at first glance, it’s just a knowledge-based question. But beneath it lies a deeper fear: the fear of missing out. “Talahon” became a viral sensation, and those unfamiliar with the term felt left out. Brands that understand this know it’s not about the word itself—it’s about the need for social connection.
Consumers don’t just want information; they want to be part of something. Brands that create relevant content and experiences tapping into this desire build genuine loyalty.
“We all strive to be part of a community, to be recognized and understood. Brands that grasp this dynamic create real connections.”
The Modern Swiss Consumer: Beyond Demographics
Traditional demographic targeting is outdated. Age, gender, and income alone don’t explain why people make decisions. Instead, behavioral psychology offers deeper insights.
Our Approach:
By analyzing Switzerland’s most-searched queries of 2024 and linking them to motivational psychology, we found that people with similar psychological drivers ask similar questions—and often make similar decisions. Based on this, we identified four psychographic consumer profiles:
- Values facts & traditions – Relies on stable, trustworthy information.
- Deeply rooted in Swiss identity – Searches about municipalities and soccer stars reflect a sense of belonging.
- Desires order & structure – Even stop sign corners get counted.
- Trend-conscious – From retro tech to gender topics, always ahead of the curve.
- Digitally savvy – Quick Google searches are second nature.
- Adventurous – Excited to explore new trends, from TikTok hypes to unknown words.
- Environmentally & nature-conscious – Questions about weather, storks, and the northern lights signal a focus on sustainability.
- Holistic thinker – Seeks knowledge beyond surface-level consumption.
- Mindful – Challenges traditions but doesn’t reject them.
- Drawn to community & experiences – Engages with soccer, TV culture, and major events.
- Critical thinker – Whether it’s Tatort or societal trends, they want to discuss.
- Open to the world – Interested in global events while staying connected to their community.
What Brands Can Learn
Many companies rely on purchase data to understand consumers, using basket analysis to determine which products are frequently bought together for targeted marketing.
But there’s a problem: basket analysis only explains the ‘what,’ not the ‘why.’ Just because someone buys running shoes and protein bars doesn’t mean they’re health-conscious. They could be training for a marathon, following a trend, or simply buying on impulse. Consumer behavior is shaped by emotions and social influences, not just practical needs. Relying solely on past purchases often leads to uninspiring recommendations instead of meaningful brand experiences.
“Brands shouldn’t define audiences by demographics but by the psychological motivations behind their choices.”
Brands that rely solely on traditional segmentation miss out on what truly drives consumer behavior. Instead, they should focus on community-building strategies—such as interactive experiences that foster engagement. But data alone isn’t enough—it’s experiences that bring insights to life. At standing ovation, we use psychological principles to craft brand experiences that resonate deeply.
Data-driven research, social listening, and in-depth interviews reveal what truly motivates your audience.
Compelling narratives that spark emotions and activate communities.
Events and experiences that don’t just inform but make brands tangible.
Stronger customer loyalty, active communities, and lasting enthusiasm—real results over empty marketing speak.
Relevance doesn’t happen by chance—it comes from truly understanding the audience. A single consumer insight can lead to unexpected discoveries and shift an entire marketing strategy. For example, a deep dive into Switzerland’s telecom market showed that expensive branding campaigns had little effect on customer loyalty. Instead of investing millions in traditional advertising, telecom brands should focus on customer experience to build long-term retention.
The takeaway? Brand experiences must be more than just eye-catching visuals and bold promises. They need to be relevant, addressing consumers at the moment they make decisions. Brands that understand what really drives their audience can craft experiences that truly resonate. The question isn’t just what consumers are interested in—but why. That’s where standing ovation comes in. We translate behavioral insights into brand experiences that leave a lasting impression—real, measurable, and unforgettable.
This is how impactful brand experiences are built—rooted in insights, fueled by emotion, and designed for lasting impact. Want to dive deeper? Check out our insight article: Beyond Guesswork: Unlocking the Real Needs of Your Audience.
