Patent ID: 8341169

Claim:
A method performed by a data processing apparatus, comprising: receiving profile data associated with a user account; identifying phrases in free-form text data in the received profile data, the phrases comprising one or more nouns and one or more adjectives, wherein the free-form text data is free-form text that is entered by a user into one or more text fields in a user profile of the user account and is not input in response to selecting constrained or predefined profile data; assigning weights to the phrases identified in the free-form text data in the received profile data based at least in part on the one or more nouns; determining user interests and user non-interests from the phrases identified in the free-form text data based at least in part on the one or more adjectives; adjusting the weights assigned to the phrases identified in the free-form text data based on the user interests and user non-interests determined at least in part from the one or more adjectives from the phrases identified in the free-form text data; and associating one or more category labels with the profile data based on the phrases identified in the free-form text data and the adjusted weights assigned to the phrases identified in the free-form text data.