1. A method for identifying a product relative to a reference product, comprising: identifying a reference product; forming a query phrase of one or more terms based on at least one term appearing in social media data associated with the reference product; identifying a set of products in a database based on the query phrase, wherein the identified products have one or more terms that match the one or more terms of the query phrase; and returning, by a computer, search results based on the identified set of products.