I would if I thought it would be of some benefit. Of course this...

I would if I thought it would be of some benefit. Of course this analysis isn't necessarily correlated to sales (we won't know without doing a regression analysis).

However, it wouldn't be too much of a stretch of an imagination to think that an increase in the "market share" of google trends is somewhat (maybe not perfectly but somewhat) positively correlated to marketshare. More interest (google searches) on an aggregate level could mean more customers. When comparing the data to competitors you are effectively measuring the interest in after pay directly compared to its nearest competitors.

Again it wouldn't be too far fetched to think an increase in interest could flow on to an increase in customers and therefore sales.

To summarise, the assumption is this:

Increase in google search = increase in interest = increase in customers = increase in sales = increase in revenue = increase in profits.

As I've mentioned in the post, I understand there are limitations to this analysis. However, I also understand that there will always be asymmetry between the research/information that retail investors have compared to institutional investors so we have to think outside the box sometimes to do our research.