1. A computer-implemented method comprising: registering one or more searchable items in a database with one or more item classes; associating each item class with at least one insight pertaining to items registered to that item class; receiving a user-specified search term and item class; listing one or more items of the specified item class within the database having names that potentially match the search term; automatically revealing one or more insights associated with the specified item class; obtaining a user selection of a listed item and one or more of the revealed insights; and materializing the one or more selected insights using the selected item.