Abstract: A method and system for processing data received by a participant use of a software product to identify a persona by participant use. The method includes generating a survey for identifying a plurality of tasks performed by each participant using the software product independent of a role defined for the participant in an organization. Next, receiving data by the survey from a set of responses related to tasks of the participant use of the software product and not in accordance with the set of similar functionalities defined by the organization. Further, quantifying the data of the survey into clusters using algorithmic solutions for associating the clusters with core behaviors of each of the participants to redefine a role of the participant. Then determining, from a plurality of personas, a particular persona to be associated with each participant in accordance with a redefined role of the participant in the organization.