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* Moving back to a view of all four categories, demographically searchers are an attractive target with higher income, more education, who are likely to be younger females. Remember we are looking at personal care, baby care, home care, and packaged foods – so the female skew is not surprising – but it’s clearly a valuable target. * * In fact- this often happens! Searchers are more likely to be “switchers”- and they are NOT always switching based on price. * * * Searchers can be influenced to switch brands based on factors other than price Thinking about your last purchase, did you switch b