http://www.comscore.com/press/release.asp?press=526 excerpt.... Results Challenge Industry Assumptions Regarding the “Purchase Funnel†The results of the study challenge a widely held belief that most consumers begin the product search process by using a generic search term (e.g. “plasma TVâ€) and then later refine their search activity to product-specific terms (e.g. “Sony Plasma KE-42M1â€). Operating under this assumption, many retailers and manufacturers believed that investing only in product-specific terms allowed them to reach the majority of in-market consumers closer to their purchase decision. In reality, by taking this approach, marketers are missing the vast majority of their addressable market, since most consumers never use these types of terms. ... end of quote I have found this to be very true not only for consumer electronic and computer but general. We run a test travel site that does not target the obvious but is giving vast amount of usefull information subtly hinting at our products. It does not generate top money but works like a dream in capturing long term (repeat) visitors which can be led to the trough..... M