Configure research intent reporting in Hubspot

Understanding how visitors search and which topics they care about is essential for any marketing team using Hubspot. By configuring research intent in your reporting, you can see not only what people searched for, but also why they searched, and how well your content answered their questions.

This step-by-step guide walks you through enabling, customizing, and analyzing research intent in your reports so you can make better content and strategy decisions.

What is research intent reporting in Hubspot?

Research intent reporting helps you classify and analyze how contacts search your content and knowledge base. It associates user queries with intent types, such as informational or navigational, and allows you to see patterns in what your audience needs.

With this feature, you can:

• Identify common questions and topics visitors are researching.
• Evaluate how well your articles and pages respond to these needs.
• Find content gaps and opportunities for new assets.
• Align your support and marketing content with real search behavior.

All of this can be managed directly from your reporting tools inside your Hubspot account.

Accessing research intent tools in Hubspot

To start working with research intent, you first need to access the right area of your account.

1. Log in to your Hubspot portal.
2. Navigate to your reporting or analytics tools, depending on your subscription level.
3. Locate the settings or configuration area where research intent analysis is available for searches and content performance.

The exact navigation may vary by account type and features, but research intent tools are generally available wherever you analyze search behavior, support content, or knowledge base activity.

Core concepts behind Hubspot research intent

Before you configure anything, it helps to understand the main concepts used by the system to categorize searches.

Search queries and sessions in Hubspot

Every time a visitor performs a search, the platform logs the query text and associates it with a session. Over time, these logs become a data set you can analyze for patterns, including:

• Most frequent search terms and topics.
• Searches that produce helpful content vs. poor results.
• New emerging phrases that may signal fresh interest.

Research intent builds on top of this data to understand user motivation.

Intent types defined in Hubspot

Research intent applies one or more intent labels to each query. Typical categories include:

• Informational: The user is looking for an answer or explanation.
• Navigational: The user is trying to reach a specific page or resource.
• Transactional or action-focused: The user wants to complete a task, such as updating data or using a feature.
• Support-oriented: The user is trying to fix an issue or troubleshoot a problem.

By classifying queries into these buckets, you can see which types of needs dominate your traffic and refine your content strategy accordingly.

How to configure research intent in Hubspot

Configuration involves enabling research intent, reviewing categories, and adjusting any mappings where needed. Follow these steps to set up your reporting.

Step 1: Enable research intent tracking

1. Go to your account settings.
2. Open the section where search and knowledge base analytics are managed.
3. Look for a toggle, checkbox, or similar control to enable research intent analysis for your searches.
4. Save your changes so new queries are processed with intent labels.

Once enabled, the system will begin applying intent categories to search queries going forward. Historical data may also be processed if supported by your specific subscription.

Step 2: Review default intent categories in Hubspot

After activation, review the standard categories to understand how your data will be grouped. Typically, you will see:

• Informational intent for how-to and explain-it queries.
• Navigational intent for brand or page-specific searches.
• Action or task intent for queries that suggest a user wants to perform a function.
• Support intent for error messages or help requests.

These defaults work well for most teams, but you should confirm that they match your internal terminology and reporting needs.

Step 3: Map queries and content to research intent

In some accounts, you can refine how queries and content match with specific intent types.

1. Open the research intent configuration area.
2. Look for options to edit or manage classification rules.
3. Review examples of queries associated with each intent.
4. Adjust mappings when common phrases are being misclassified.

For instance, if a frequent navigational query is being labeled as informational, you may want to refine rules so reports better reflect real behavior.

Step 4: Save and validate your Hubspot configuration

After making changes, save your configuration and allow some time for new data to flow in. Then:

• Review a sample of recent search terms.
• Confirm that their assigned intent aligns with your expectations.
• Check related content performance to ensure data is usable by your teams.

If results look off, return to the configuration area and refine your rules or categories again.

Using Hubspot research intent in reports

Once research intent is configured, you can start using it inside your reports and dashboards. This is where the feature becomes actionable for content and support teams.

Filter reports by research intent

In most analytics tools within your account, you can add filters or breakdowns based on intent. Common ways to use these filters include:

• Segmenting search volume by intent type.
• Comparing engagement metrics for informational vs. support queries.
• Identifying which intent types lead to the highest conversion or ticket resolution rates.

These filters let you zero in on areas that need more content, better navigation, or improved documentation.

Identify content gaps with Hubspot research intent

With categorized queries, you can quickly see situations where users are searching but not finding useful answers.

1. Open a report that lists search queries with their associated intent and results.
2. Sort by high-volume queries with low click-through or poor outcomes.
3. Check which intent type dominates those failing searches.
4. Create or improve content that directly addresses those needs.

For example, a spike in informational queries without helpful results may signal you need new guides, tutorials, or FAQs.

Optimize knowledge base and support content

Support teams can use research intent to improve self-service experiences.

• Identify support-oriented queries with high volume.
• Map them to existing troubleshooting articles.
• Update articles to include clearer steps, screenshots, or keywords used by customers.
• Monitor whether intent-based searches later lead to fewer tickets on the same topic.

Over time, this creates a feedback loop between search behavior and documentation quality.

Best practices for managing Hubspot research intent

To keep your intent reporting accurate and useful, follow these best practices.

Regularly audit intent classifications

Language and product features evolve, so query patterns change as well. Make it a routine to:

• Review new high-volume queries monthly or quarterly.
• Confirm they are assigned to the right intent type.
• Adjust your configuration to reflect emerging topics or phrases.

Consistent auditing ensures that dashboards remain reliable for strategic decisions.

Align teams around intent insights

Marketing, product, and support teams should share a common understanding of what each intent type means. Consider:

• Documenting definitions for each intent category.
• Sharing example queries that fit each category.
• Including intent-based insights in regular reporting meetings.

When everyone reads the data the same way, it becomes easier to prioritize improvements and content projects.

Combine Hubspot intent data with other analytics

Research intent is powerful on its own, but becomes even more valuable when blended with other metrics.

• Compare intent types with conversion data from your analytics suite.
• Review time on page for content that answers top informational queries.
• Cross-reference support queries with ticket categories in your help desk.

This combined view helps you connect user search behavior to real business outcomes.

Where to learn more about Hubspot research intent

To dive deeper into configuration details and the latest feature updates, review the official documentation provided by the platform. You can find more specifics, screenshots, and any recent changes directly on the official help center page: configure research intent reporting.

If you want expert guidance on how to integrate research intent insights into a broader marketing and SEO strategy, consider working with a specialized consultancy such as Consultevo, which focuses on data-driven optimization and content strategy.

By configuring and regularly reviewing research intent reporting, you turn everyday searches into a strategic asset. With clear categories, accurate mappings, and focused dashboards, your team can understand what people are really looking for and deliver content that consistently meets their needs.

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