Marketers assume they know how consumers search, but they need to challenge their assumptions, said Nathan Safran, CEO at Clue Nile Research, during a presentation Thursday at the MediaPost Search Insider Summit. Recognize the individualism of the audience, not just the characteristics that put them in a specific audience segment. The tools are valuable, but it's lulled marketers into a false sense of security. Are we looking at the correct data, and does it really provide insight? What doesn't it tell us? he said. Search is changing because the devices and the processes in which people gather information continue to change.