Searching doesn’t feel like work, but it costs working time. Three large studies show how many hours disappear each week into searching and coordinating.
In 2012 the McKinsey Global Institute analysed how knowledge workers spend their time. Around 19% goes to searching for and gathering information.
In 2021 The Harris Poll surveyed more than 1,000 US workers for Glean: they say they search for at least two hours a day on average. Asana surveyed more than 13,000 knowledge workers about work about work: searching, coordinating and status updates.
Brand files are used by many people: marketing, sales, agencies, freelancers and new colleagues. When they sit in email attachments, scattered folders and old presentations, everyone searches separately.
Anyone who can’t find it asks a colleague or grabs the first version that turns up. Searching then costs two people’s time and raises the chance of a wrong version. 26% have started on something that turned out to exist already.
A simple example, not a research result: if someone in your team spends fifteen minutes a week looking for a logo, colour code or template, that is over 12 hours per person per year. With ten people, that’s more than three full working weeks.
Use your own numbers: how many people work with your brand, and how often do they ask for files?
Figures are taken from the source pages. Survey figures reflect what respondents report or expect, not a measured effect.
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