A computer implemented system and method determines correlations between one or more personality traits of a group of consumers and one or more brand/product. A first collection of consumer motivations of the group of consumers are determined based on associations between possible consumer motivations and the one or more personality traits. A second collection of consumer motivations are derived from the first collection of consumer motivations, where each consumer motivation of the second collection has a correlation with the one or more brand/product. Correlations between the personality traits and the brand/product are determined and output by identifying which of the one or more personality traits contributed to each of the consumer motivations of the second collection based on the associations between the possible consumer motivations and the one or more personality traits from the group of consumers.
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