Our candy preference data was sourced from Google Ads Keyword Planner, covering search trends from September 1, 2023, to August 31, 2024. To ensure a fair comparison across counties with different population sizes, we normalized the search volumes using the following method:
- Data Collection: We gathered monthly search volume data for various candy-related keywords across all eight Connecticut counties.
- Keyword Consolidation: Related search terms for each candy type were combined. For example, “Reese’s”, “Reese’s candy”, and “Reese’s Peanut Butter Cups” were consolidated under “Reese’s”.
- Population Data: We used estimated 2023 population figures for each county:
- Fairfield County: 957,419
- Hartford County: 899,498
- Litchfield County: 185,186
- Middlesex County: 162,436
- New Haven County: 864,835
- New London County: 268,881
- Tolland County: 150,721
- Windham County: 116,782
- Per Capita Calculation: We normalized search volumes by calculating searches per 100,000 residents. This adjustment allows us to compare counties of different sizes fairly.
- Trend Analysis: We analyzed the per capita data to identify unique trends for each county, focusing on both overall search volumes and seasonal patterns. Distinctive trends were highlighted based on either consistently high per capita searches, unique seasonal spikes, or notably high absolute search volumes relative to other candies in that county.
- Selection of Distinctive Trends: For each county, we selected the most distinctive trend based on per capita adjustments or absolute spikes that reflected significant local preferences.
Limitations:
- This analysis captures online search behavior and may not directly reflect purchasing patterns.
- The data represents search interest, not actual consumption or sales of candies.
- Seasonal events or marketing campaigns may influence search patterns.
- The population estimates used are projections and may slightly differ from actual figures.
- While Google is the dominant search engine, it does not capture 100% of search traffic. As of 2023, Google’s U.S. market share is approximately 88%, meaning our data does not include searches from alternative engines like Bing or DuckDuckGo, which may show different patterns.
- Google Ads Keyword Planner provides estimated search volumes, which are close approximations rather than exact figures.
By normalizing our data to a per capita basis, we aimed to provide a more accurate representation of each county’s candy preferences, accounting for population differences and allowing for meaningful comparisons across Connecticut’s diverse counties.