Figure 4-18. SKUs/Listings result sample Primary categories If the site is selling products (like Honda.com) or offering content (like Oprah.com), you need to understand how everything is categorized. The site probably (hopefully) already does this, so check out the site’s global navigation menu. If the category list is small (women’s, men’s, kids’, and so on), you can just copy that into your spreadsheet, as illustrated in Figure 4-19. If the list is long or complex, as on Amazon or eBay, the site is probably a horizontal marketplace. A horizontal market tries to meet the needs of a wide range of customers by offering products or services across many sectors. If you’re studying a horizontal marketplace, try to ascertain what the most active categories are. Look at what’s featured on the home page. What does the site promote as “most popular” or “best selling”? In either case, just include the categories that correlate to the products on the site. Don’t include noncontent/product categories such as “About us” or the Help section. Figure 4-19. Primary Categories result sample