Does anyone else experience indecision and anxiety while simply trying to decide where to go out to eat? It’s such a routine decision. Most of us go out to eat at least a couple times a week. It used to be as simple as choosing a familiar location, agreeing to a time and then boom you’re on your way to enjoying some fine Mexican cuisine. You didn’t think about it after that.

But things are different now. While the decision is still routine, the consumer’s process to reach that decision has changed. Here is the new process:

1. Visit the websites of multiple restaurants
2. Thoroughly review each restaurant’s menu, pricing and food photos
3. Browse multiple review sites and social feeds to gauge actual customer experiences
4. Agonize over possibly making the wrong decision
5. Finally make a decision and go eat dinner

The reason for all these extra steps is because today’s consumer is obsessed with research and crafting the best possible experience – even if it’s just one meal. The consumer wants to feel justified in their decision and finds the upfront prep work to be emotionally rewarding.

People use search to optimize their experiences. Even for something as mundane as going out to lunch, we like to plan out our experiences ahead of time, helping us feel more confident that we are making the most of every moment. For example, searches like “restaurants with the best desserts” or “restaurants with the best patios” have greatly grown in the past two years.

Because every moment is precious to the consumer, working out all the details in advance to relieve any decision anxiety is crucial. Search volume around “hours of operation” and “wait times” have grown by 120% on mobile devices in the last two years. Mobile searches for “menus” have grown by 55% in the past two years. People don’t want to feel remorseful if they have a negative experience that could’ve been avoided with research ahead of time.

As marketers, it is important that we understand and adapt to the mindset of the consumers to become a part of their consideration set during their decision-making process. Tailor your marketing efforts to the needs of the research-obsessed consumer, relieve their anxieties, and help them feel confident when choosing your brand.