In one technique, one or more search criteria associated with a first user are determined. Based on the one or more search criteria, a search of a first set of users is performed. As a result of the search, a subset of the first set of users is identified. A second set of users that have responded to messages from users in the subset is identified. Instances of attribute values of an attribute of the second set of users are aggregated to generate aggregated values, each of which corresponds to a different attribute value of the attribute values. Based on one or more of the aggregated values, content that is related to one or more attribute values that correspond to the one or more aggregated values is determined and presented to the first user.