A depression scoring system obtains data from a large population of individuals including data about each of a plurality of different activities in relevant categories, and information about each of the individuals. Cohorts of individuals are defined as individuals who have similar statistical characteristics such as similar age, socioeconomic status, and sex. For each of the cohorts, a distribution of the data is obtained, and the scores of the top n %, e.g., 25% is set as a goal for the remaining members of the cohort. These goals are incrementally set and personalized for individual users to easily meet. This process is repeated constantly.