A database access component provides access to a database comprising a plurality of searchable items, one or more of the items being registered with one or more item classes, each item class being associated with at least one insight pertaining to items registered to that item class. An item matching component receives a user-specified search term and item class. In response, the item matching component lists one or more items of the specified item class within the database having names that potentially match the search term. An insight selection component automatically reveals one or more insights associated with the specified item class, after which the insight selection component receives a user selection of a listed item and one or more of the revealed insights. An insight materialization component then materializes the one or more selected insights using the selected item.