About.com conducted a qualitative survey that resulted in identifying three primary mindsets of Search: Answer me, Educate me and/or Inspire me.
One of the top findings in the report confirms that “People’s behaviors, needs and preferences in the offline world drive their behaviors and preferences online.”
The most interesting finding to me was the idea that people go to Search to find a certain type of expert. About.com sums it up like this – “The right kind of advertising could be the expertise people are looking for.”
Check this infographic to learn more about the results from this survey.