Yahoo’s Mindset, Yahoo’s research labs new Beta product, is set to shift the way that we search Internet content. For the first time, a user's search intent will be
factored into the search results. Through a slider bar, Yahoo Mindset allows searches to choose their mix of commercial search results vs. informational search results.
For example, a user who runs a search on "Boston restaurants" will be able to view different results for the exact same key word depending on the user's specific intent. Thus, a user who runs a search on "Boston restaurants" who has indicated that they are "researching" will see links skewed toward restaurant guides from local Boston sites whereas if the user indicated that they are "shopping" will see links skewed toward gift certificates and making reservations.
A natural expansion for this technology would be to build add-on intent sliders that would allow users to further customize their search results. For example, a user who indicates that they are "shopping" could also indicate their price point (low vs. high) or indicate their desire to buy used products vs. new products.
This technology will provide obvious benefits to online advertisers who are constantly seeking new ways to hyper-target and deliver contextually relevant messages to their consumers. I imagine that premiums will be charged for keyword buys that are associated with consumer intent measures.
The Beta site states that the application "applies a new twist on search that uses machine learning technology to give you a choice: View Yahoo! Search results sorted according to whether they are more commercial or more informational (i.e., from academic, non-commercial, or research-oriented sources)."
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