In some examples, a system for determining a level of self-image congruence comprises at least one processor and a memory storing instructions which, when executed by the at least one processor among the processors, cause the system to perform operations comprising, at least: selecting one or more self-image attributes that align with a brand-user image; defining each of the selected self-image attributes via a type of subject matter that is of interest to consumers identifying with the selected attributes; identify consumers exhibiting one or more of the selected attributes based on a digital footprint including an online content consumption; computing a congruence score for each identified consumer relative to each selected attribute; and rating the resulting set of consumers based on their respective congruence scores for the selected attributes.
AUDIENCE GENERATION USING PSYCHOGRAPHIC DATA