A while back I discovered Google Trends and it’s a really neat way to check what’s trending in the cyber-world based on topics or searched items.

I used Google Trends (GT) to analyse the trend on topics related to “Safety”, “Hazard” and “Risk”.  Want to know the difference between these words? Check out this article.

When you put specific words or text into GT, the cyber giant will spew out a whole load of fancy charts and numbers.

Here’s what I got as fancy charts:

To make some meaningful sense (even a little), I downloaded the data and did some basic analysis using an excel worksheet.

Based on data over a 5 year period (Sep 2014 – Sep 2019), let me summarise my quick analysis as follows:

Top 5 countries with “Safety” related topic searches

  1. UAE (62%)
  2. Canada (61%)
  3. India (61%)
  4. USA (60%)
  5. Australia (57%)

By the way, UK was #6 with 55%

Top 5 countries with “Hazard” related topic searches

  1. Brazil (59%)
  2. Russia (46%)
  3. Germany (36%)
  4. Saudi Arabia (34%)
  5. Austria (32%)

And UK was #22  with 8%.

Top 5 countries with “Risk” related topic searches

  1. Italy (80%)
  2. Colombia (79%)
  3. Japan (74%)
  4. Chile (72%)
  5. Mexico (71%)

And UK was #16 with 37%.

Why did I do this research and analysis?

Over a period of 10 years, I noticed that as I travelled to various parts of the world and used words such as Safety, Hazard or Risk I had to explain the technical difference between these words. In fact, this has certainly been more prevalent over the last 5 years.

Conceptual or practical awareness of Safety, Hazard or Risk plays a huge central role in reducing potential risk exposure.  

If I wanted to articulate my message successfully, I need to make sure that I am speaking a common language otherwise it’s a challenging exercise.  This is a great plus towards improving “safety culture“.

Anything else?

Firstly, I only limited my topic search to the words “Safety”, “Hazard” and “Risk”. You may want to do other searches and specific text for your own research e.g., “mental health”, “well-being” etc.

Whilst topic related searches based on the word Hazard is fairly low in the UK, there appears to be a reasonable balance between topic searches related to risk and safety.  Comparatively, our US colleagues are 60% and 31% for Safety and Risk related topic searches. 

If you were planning on business development or a marketing campaign, you may find GT and topic related searches quite powerful and helpful in exploring audience reach.

For example, promoting your business as “Safety” in Colombia might have less success than promoting as “Risk” because topic related searches in Colombia are 2% and 79% respectively.

In Conclusion

There is a danger of “paralysis by analysis” with type of data and I guess I will leave you to form your own thoughts and conclusions.  Perhaps you are in agreement or maybe you think it’s a load of baloney. 

Welcome to the world of “big data”…My simple take away from this is:

Work Global – Think Local

Apologies in advance if this is someone’s tagline and hope you don’t mind me borrowing it for this article 😉

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