As librarians--with master's degrees in the science of searching out and accessing information--we sometimes forget that what we see as obvious isn't how other people search at all. There is a gulf in our assumptions on par with those who ask why you need an advanced degree to 'shelve books'. Since part of our job is to educate users and help them find the information they need, studies such as this give a better idea of the base skills of the average patron. In order to assist a patron, you have to know 1) what he or she is actually looking for, even if it's not what was vocalised (i.e., through the reference interview) and 2) what steps a patron has already used or how the patron's thought processes have worked so far (so you don't duplicate steps or so you can show the patron a more efficient way of searching).
So, check this out: Journal of Medical Internet Research - How do Consumers Search for and Appraise Information on Medicines on the Internet? A Qualitative Study Using Focus Groups. Especially enlightening is how individuals interact with others in the group in trying to suggest or explain how to search.
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