In a non-descript building in San Francisco’s South Park neighborhood, Google has a “World Cup war room” with about 20 researchers analyzing what people are searching for during World Cup games.

Google’s Search Trend Team is most recognized for their annual “Zeitgeist” report that looks at the top search terms and events each year. But during the World Cup they have a team working in San Francisco and in Tel Aviv that analyzes search trends to figure out how people are feeling about each game.


The US vs. Germany game on Thursday was the number four most searched term in the world during the game. Following popular social sites like Google, YouTube, and Facebook.

Minutes before Thursday’s USA game against Germany the search trends team figured out that Americans were feeling uneasy about the game, while Germans were feeling optimistic.

“Google is looking at sentiment from all 32 competing countries for the first time, taking in to account posts on Google+ as well as a combination of search terms and questions to see how a country is feeling both leading up and after a match,” Roya Soleimani, the communications manager for the World Cup project said in interview during the game.

Google's World Cup search trends team analyzed search queries to calculate how Americans and Germans were feeling before Thursday's game.

Google’s World Cup search trends team analyzed search queries to calculate how Americans and Germans were feeling before Thursday’s game.

The team has been working everyday since the first game on June 12, and it shows; boxes of tissues, Emergen-C, cold medicine and hand sanitizers are sprinkled throughout the office space at R/GA, the creative agency Google partnered with for the World Cup project.

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