We’ve written a lot about Bing in recent months, because let’s face it – any legitimate challenge to Google is worth watching very closely. But a new focus group study released yesterday by Catalyst Group shows exactly how steep the climb will be for Microsoft’s new search tool.

The focus group was comprised of 12 Internet users, all of whom named Google as their search engine of choice. (None of the users had ever tried Bing.) The group was given two tasks: a search for local hotels, and a shopping search for a new digital camera. Each user was asked to try the search on both Google and on Bing. The Catalyst Group then employed eye tracking technology and a general survey to monitor how the group responded to each engine.

Score one for Bing

Interestingly, most of the users preferred the visual design and feel of Bing. One test subject said Bing was “warmer and more inviting.” Another opined that “Bing’s search refining features were more helpful than Google’s.” So far, so good – Microsoft has obviously put a lot of thought into the layout of their newest engine, from the glossy opening photos to the structure of the results page.

One more piece of good news for Bing: When users embarked on their search for a new digital camera, they spent 150 percent more time viewing the ad space at the top of the page. A plus, obviously, for Microsoft’s sales teams.

But we’ll stay with Google

In the end, 8 out of the 12 users said they planned on sticking with Google, despite a positive experience with Bing. Some users cited the fact that the engines were producing essentially identical results. Others pointed out that since they already used a lot of Google applications, such as Google Docs, that it wouldn’t make sense to switch to Bing. The biggest sticking point, though, was loyalty: users were familiar with how Google worked, and saw no reason to ditch their favorite search engine.

“Bing generates interest,” one user wrote, “but it’s hard to take me away from Google because I’m so comfortable with it.”

The numbers game

In the end, of course, the victor in the search war between Google and Bing will be the one who ends up with the most toys traffic. And in that race, Bing has gained some serious momentum.

Earlier this month, the tracking firm comScore estimated that Bing’s average daily penetration among US searchers had reached 16.7 percent during the week of June 8, a 3 percent increase from the week prior to the engine’s introduction.

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We don’t care which search engine you use, as long as you agree to follow us on Twitter.

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Bing! And the dirt is gone…

Microsoft has told TechRadar that it will not be looking to leverage its Bing brand within Windows, and insists that it will ‘not force Bing on anyone’.

TechRadar asked Search Lead Paul Stoddart about the possibility of a ‘desktop Bing’ but was told unequivocally that the focus is on the internet – and that Microsoft was being very careful in making sure that Bing was an option rather than foisted on people.

“Bing is very much web-focused,” said Stoddart, “the search bar that you see in the likes of Internet Explorer will move from Live to Bing, but when you buy a new PC you will be given the option to use a different search engine as your default.

“We don’t force Bing on anybody,” he stated, before adding with a smile: “apart from at Christmas - Bing is very important at Christmas. But not JUST for Christmas.”

Not tinkering

According to Stoddart, one of the key differences between Bing and its rivals is that it will not tinker with the results.

“We do not manipulate our search results,” insists Stoddart. “take the example of searching for maps.

“We are only seventh in that search, because our algorithm says that we should be seventh.

“Now obviously we want to be at the top, and we will strive to get there, but it will be through hard work rather than manipulating the results.”

Of course, one of the hottest topics around Bing is how Microsoft arrived at the branding.

“We wanted to give the brand personality,” said Senior Product Manager Mari Thirlwell.

“Within the search team we feel that it encompasses what we are about,” adds Stoddart.

“We wanted Bing to be friendly and approachable.”

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