Abstract: The disclosed systems and methods relate to profiling users and recommending tires, and, more particularly, for systems and methods for determining the most appropriate tires for a customer based on fitment, location, and the customer's personal preferences. In some example embodiments, system may according to the present disclosure determine the most appropriate tires for a customer based on the customer's personal preferences, fitment, and location. In some embodiments, the system may provide a quiz (or “persona selection”) to the customer and, based on the findings provided by the quiz, return a data set tailored to the driving style and product preferences of the customer (or user). The data set may then be used to determine the most appropriate tire for the customer.