I just read about a new tool at the Microsoft adCenter Labs. By typing in a search query it will give an educated guess on the people who search for that particular phrase according to their browser habits. The gender and age is displayed.
So, I typed in ‘toy trucks’ and guessed it would be male ages 8 to 12. What came back surprised me and prompted me to delete the shortcut from my bookmarks.
Age: 35 to 49
I guess the educated guess was really using the SWAG method. (Scientific Wild Ass Guess)