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Demand Intelligence / Methodology

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Trendata turns aggregated orientation behaviour across Search, Social and AI into consistent, comparable and forward-looking Demand Intelligence.

Orientation behaviour

Search

The terms people use, and the sources they click through to.

Social

What people look up and follow within social platforms.

AI

What people ask, and the answers they’re pointed to.

Trendata

Demand Intelligence

Structured understanding of what people are moving toward, and how that is changing.

Intelligence

Markets

Where demand is developing.

Products

What demand is moving toward.

Consumers

Why demand is changing.

Brands

How brand demand is developing.

Competitors

Who is gaining or losing ground.

Methodology

Demand before performance.

Trendata analyses aggregated orientation behaviour to understand what people are moving toward before those shifts become fully visible in traditional performance metrics.

01 — SEE MORE
Orientation behaviour, structured into demand.
Trendata combines orientation behaviour across Search, Social and AI and structures it through a shared ontology — turning fragmented behaviour into a consistent view of markets, categories, products, brands, intentions and needs.
02 — SEE CHANGE
Understand demand in depth and over time.
Trendata classifies demand into the dimensions that matter, then follows how they develop across 48 months of history with monthly updates.
03 — SEE SOONER
Turn movement into foresight.
Trendata uses historical demand patterns and current momentum to forecast how demand is likely to develop over the next 12 months.
18.5B / day
Orientation moments.

Across Search, Social and AI.

48 months
Historical intelligence.

See how demand has developed over time.

Monthly
Continuously refreshed.

Capture new movement as markets change.

12 months
Forward-looking demand.

See where demand is likely to move next.

85%+
Directional accuracy.

Validated against historical forecasts.

Scientific evidence

The science behind Demand Intelligence.

Peer-reviewed research shows that digital orientation behaviour contains meaningful information about consumer demand, brand consideration and downstream commercial outcomes.

Peer-reviewed research · Behavioural data · Commercial outcomes
Research note

Much of the peer-reviewed evidence to date examines search behaviour specifically. Trendata builds on this established behavioural principle and extends the orientation landscape across Search, Social and AI.

01 — Consumer demand

Orientation reflects real demand.

Aggregated digital behaviour has been shown to capture consumer interest and provide meaningful information about downstream revenue and market development.

Li, P. (2025) · International Journal of Accounting Information Systems
02 — Brand & consideration

Orientation reveals consideration.

Branded digital behaviour has been associated with active category shopping, brand familiarity and consideration — providing an observable signal of how consumers engage with brands before purchase.

Brand Attitudes and Search Engine Queries · Journal of Interactive Marketing
03 — Commercial performance

Behaviour moves before performance.

Research shows that digital behaviour can provide earlier information about product adoption and sales, making it valuable alongside traditional performance measures.

Search Traffic and New Technology Adoption · Technological Forecasting & Social Change
04 — Independent market signals

Outside-in behaviour adds perspective.

Consumer behaviour outside company systems can provide independent evidence alongside reported business performance, adding an external perspective on how markets are developing.

Using Google Searches of Firm Products to Detect Revenue Management · Review of Accounting Studies
Architecture

The Demand Intelligence stack

Built layer by layer to turn billions of market signals into intelligence your business can use.

See how it works ›
I ORIENTATION LAYER Search · Social · AI II SIGNAL LAYER Classified & structured continuously III DEMAND MODEL Categories, products, needs, brands, regions IV ONTOLOGY LAYER Market + Client Ontology V INTELLIGENCE LAYER Forecasting, patterns, shifts, emerging demand VI AI ANALYST Answers & monitors business questions VII DEMAND CONTRACT Structured Demand Intelligence via MCP / API

FAQ

› What is orientation behaviour?

Orientation behaviour describes how people express what they are looking for across Search, Social and AI. Trendata analyses the queries and prompts people use, the sources they encounter and the destinations that capture their attention to understand what people are orienting toward and how that changes over time.

› How does Trendata turn orientation behaviour into Demand Intelligence?

Trendata structures orientation behaviour through a shared ontology that connects fragmented signals to consistent markets, categories, products, brands, intentions and needs. This creates a comparable view of demand across markets and over time.

› How does Trendata measure demand?

Trendata measures demand by analysing the level of orientation around markets, categories, products and brands. Demand volume reflects the level of orientation around a defined subject within a specific market or region, making it possible to compare how demand develops across markets and over time.

› What sources does Trendata analyse?

Trendata analyses orientation behaviour across Search, Social and AI — the environments where people discover, explore, compare, research and ask about markets, categories, products and brands. Rather than treating these sources separately, Trendata brings them together into a consistent view of demand.

› How often is Trendata updated?

Trendata is updated monthly, continuously incorporating new orientation behaviour into its Demand Intelligence models. This allows changes in demand, momentum and market structure to be followed as they develop.

› How much historical data does Trendata provide?

Trendata provides 48 months of historical Demand Intelligence. This historical depth makes it possible to distinguish short-term movement from seasonality, longer-term growth or decline, and structural shifts in demand.

› How does Trendata forecast demand?

Trendata uses historical demand patterns, recent momentum and changes in orientation behaviour to estimate how demand is likely to develop over the next 12 months. Forecasts are designed to show expected direction and movement in demand, helping identify where markets, categories and products may be heading next.

› How accurate are Trendata forecasts?

Trendata achieves 85%+ directional forecast accuracy across validated historical forecasts. Directional accuracy measures whether the forecast correctly identifies the subsequent direction of demand movement, rather than whether it predicts an exact future value.

› Is Demand Intelligence the same as sales or transaction data?

No. Sales and transaction data measure realised commercial activity. Demand Intelligence measures the orientation behaviour that precedes and develops around that activity. Peer-reviewed research has shown that aggregated search behaviour can contain meaningful information about downstream outcomes such as product adoption, sales and revenue. Trendata builds on this behavioural relationship to provide an earlier, outside-in view of how demand is developing. Together, Demand Intelligence and performance data provide a more complete picture: one shows demand as it forms and moves, the other shows how that demand ultimately converts into commercial outcomes.

› What is Share of Demand?

Share of Demand measures a brand’s relative share of orientation within a defined category, market or competitive set. It shows how demand is distributed between brands and how a brand’s relative position develops over time.

› Is Share of Demand the same as market share?

No. Market share shows realised commercial performance. Share of Demand shows where relative brand demand is moving — providing an earlier signal of potential market-share shifts. Research on Share of Search has shown that changes in relative brand interest can lead changes in market share. Trendata extends this principle across Search, Social and AI to identify where brands are gaining or losing demand before those shifts fully appear in performance data.

› Does Trendata use personal data?

No. Trendata does not use personal data. It analyses aggregated orientation behaviour to understand how markets and demand move — not to identify, profile or track individuals.

Demand Intelligence Stack

See what powers Demand Intelligence.

Explore the technology and intelligence layers behind Trendata.

Explore the stack →