The project

The one where… we piloted our online research communities… with the world’s biggest online company!

Business issue:

Understand Google’s relevance amongst teenagers and discover what role 'search' plays in their digital lives.

What we did different

Our first ever online community project saw us collaborating with Google on a netnography brief. Working with 150 teens over 3 months, the aim was to really get under the skin of teenagers and understand their online habits. Using a combination of written, visual, video and online focus group tasks we explored every aspect of online behaviour. This methodology allowed the Google product and insight team to immerse themselves in the online lives of teens.


The community revealed that search habits amongst the teen market are very different to older internet users. This resulted in Google launching a new iGoogle product, creating a school outreach program and directly shaping future search strategy.

In our client's word:

“The guys from Face had a great understanding of the youth market and specifically the know how to uncover insights and trends amongst this difficult to research segment. Their unique collaborative approach to research and critically the thinking behind it has been invaluable.”
- Henry Eccles, Product Marketing Manager

Image Source: Alessandra Madrid