There are 2.4 billion conversations about brands every day. What role do search and the internet play? We commissioned a research study with worldwide consulting group KellerFay to investigate. What we found was that even among face-to-face conversations, most people were discussing something they had seen on the internet. Conversations about brands that mentioned search were seen as more credible, and also led to more purchases than those that don't. And after one of these conversations, search sites are where people go to take action, with Google leading the pack.