At least one application is executable to communicate with a check-in service configured to receive check-in data comprising identification data of the user of at least one application executable on or accessible via an electronic device, location data of a venue for which the user is able to perform a check-in event via said application or said service, and time data for the check-in event indicative of when the check-in event took place. The check-in data is obtained and then analyzed to identify at least one activity taking place within the given geographical area and at least one corresponding venue within the given geographical area. At least one corresponding venue with regard to the corresponding at least one activity is categorized. The interest profile is generated or amended by the user based on the step of analysing. The interest profile comprises data of the user's interaction with the at least one activity corresponding to the at least one venue.