Abstract: A method for identifying candidate advocates for an organization includes obtaining a plurality of responses to a questionnaire completed by respective respondents based on transactions with the organization in which the questionnaire comprises a primary question and a plurality of secondary questions each having an ordered list of answer choices, calculating a respective correlation coefficient for each secondary question between the answer choices selected for the secondary question and the primary question in the plurality of responses, defining a criteria for assessing the responses to identify candidate advocates from the respondents that specifies, for a set of the secondary questions for which the respective correlation coefficients are greater than a threshold value, which answer choices for the set of secondary questions can be selected in a given response to satisfy the criteria, and identifying the respective respondent for each response that satisfies the criteria as a candidate advocate.