36. The non-transitory computer-readable medium of claim 35 wherein the method further comprises adding, by the computing system, the user to a group of multiple users that is associated with the determined product category, and electronically providing, by the computing system, information about the group of users to an external entity to enable the external entity to take one or more further actions involving the users of the group and corresponding to the determined product category.
35. The non-transitory computer-readable medium of claim 21 wherein the search request includes one or more search terms, and wherein the method further comprises obtaining information about multiple prior searches by the user that each includes at least one of the one or more search terms and that are associated with the determined product category, and storing, by the computing system, mapping information indicating an association of the user with the determined product category based on the search request and on the multiple prior searches, to enable subsequent actions to be taken for the user corresponding to the association of the user with the determined product category.