Alain Portmann from Web Liquid provides Campaign magazine Jennifer Whitehead with a perspective on the future of search.  

There are also somewhat less concrete developments on the horizon. Alain Portmann, the global media director of the full-service digital agency Web Liquid, is anticipating the growth of “social search”.

This is broadly defined as search that leverages collective intelligence. At its most simple, it can be a site such as Yahoo! Answers, where people ask questions and then rank the responses that other users provide, in terms of usefulness and relevance. In the 18 months since its UK launch, Yahoo! Answers has racked up 90 million users and is claimed to be one of the fastest growing internet properties. “As people become more adept and experienced with the internet, they realise that their requirements from search engines are evolving,” Portmann explains.

For a full copy of the article visit Brand Republic.