A profiling unit is provided herein. The profiling unit comprises a statistical module that characterizes user activity data statistically; a normalization module that normalizes the statistical data related to each user with respect to user populations; and an analysis unit that analyzes a correspondence between normalized user study data and user archetypes, and also associates, for each user, the normalized statistical data with one of the user archetypes according to the analyzed correspondence. The correspondence analysis is carried out by applying a heuristic genetic algorithm on an artificial neural network that represents the relation between the normalized user study data and the user archetypes.
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