1. A method comprising: retrieving from one or more databases a first set of information comprising payment card transaction information, payment card holder information and merchant information; analyzing the first set of information to construct one or more groupings of merchants based on merchant line of business or merchant association with a hobby or interest; analyzing the first set of information to identify one or more payment card holder purchase behaviors; and associating the one or more payment card holder purchase behaviors with the one or more groupings of merchants to identify one or more payment card holder hobbies or interests.