How Italians search, compare, and decide.
Search in Italy is a long-running research initiative founded by Marco Loguercio to study the information-seeking and purchasing decisions of Italian consumers.
Local consumer behavior, over time.
From search engines to omnichannel discovery and generative AI assistants, the research follows how consumers investigate options before making a choice.
New channels change the journey. The reasons people choose still need to be understood.
The 2026 study was conducted by Human Highway with 1,003 Italian online adults, in collaboration with IAB Italia. The findings inform the analysis in Marco Loguercio's paper La domanda invisibile (The Invisible Demand).
Put Italian consumer research to work.
The value lies in explaining what the evidence means for your specific brand, category, and decisions—not just presenting survey results.
Interpret the market
Explore the way Italian consumers discover, research, and evaluate products and services, with attention to differences between categories and audiences.
Challenge assumptions
Compare your existing hypotheses about customer behavior with evidence from the local market, identifying what deserves closer investigation.
Build team understanding
Tailored workshops for international leaders, local teams, and agency partners on how Italians search and make purchase decisions.
Good evidence comes with clear boundaries.
Search in Italy measures the behaviors covered by its survey questions. Broad consumer research cannot, on its own, explain why people choose a particular brand or establish the commercial impact of a proposed intervention. Those questions require more focused investigation.
What would help your team understand Italy better?
Discuss a workshop, a tailored research question, or how existing findings could inform your Italy strategy.