The invention relates to a method and system for profiling recipients into recipient categories on the basis of responses to content items provided to users. The profiling is based on rankings that are assigned to the content items, recipient categories, links between the content items and links between the content items and recipient categories. In one embodiment the ranking of a given content item is calculated on the basis of rankings of other content items having a link to the given content item, together with the ranking of the link between the content items, while the ranking of a given respondent in respect of a given recipient category is calculated on the basis of rankings of content items and/or categories that have a link to that recipient category. The links between content items and to the recipient categories indicate a particular response, by the respondent, in respect of content items. The recipients are profiled with respect to the recipient categories on the basis of the rankings assigned to the recipient categories.