The concept of Discovery is described by Steve Smith in the Behavioral Insider. Steve describes how the latest trend in search is to surprise searchers with relevant, yet unexpected links. While the surprise and delight part of marketing has been here forever, I think there is work to be done on predicting behavior. Paul Martino, CEO of Aggregate Knowledge discusses technology that is predictive of behavior and can be applied to search results. I've always believed that behavior is predictable. People have life themes, and those themes tend to inform all aspects of life. If you are a heavy gambler, odds are you have addictive behaviors in other aspects of life. Someone who chooses a high stress career probably behaves in similar ways outside of work. If behavior wasn't predictable among large groups, advertising wouldn't work.