Stranger Searching in a Strange Land: The Impact of Familiarity on Local Search
summary
A mixed-methods, geofenced Google Surveys study uses 1,400 respondents across seven cities and logistic regressions to test which location descriptors help people choose or navigate to restaurants. Results show landmarks preferred by unfamiliar users and neighborhood names preferred by familiar users, with cross streets dominating in New York. Phase (decide vs. get there) and city-specific quirks matter. Conclusion: local search should personalize address, landmark, and neighborhood cues based on inferred familiarity.
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chapters (7)
- 0:00Introduction and background
- 1:53Familiarity in local search
- 3:39Survey design and methodology
- 5:24Key findings on location descriptions
- 7:09Additional insights and city-specific trends
- 7:29Takeaways and conclusion
- 7:55Q&A session
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