Companies like google can tell who you are by how you type, the sites you visit, the OS you are using, the language used and how you type. Google can track how fast you type and what words you use, even when you aren't on google.
They probably know more about you, then you do.
Hardly new. In the roaring 1950s explosion in modern consumer marketing, research, surveys, etc. were used (conducted manually--later using computers) to classify, categorize, study, group, PREDICT.
The important aspect is the PREDICT part, whereby it is hoped to learn how to reach and influence buyers.
(I seem to remember years ago when Chrysler Corp. needed a bailout. Apparently they had built cars they PREDICTED folks would buy, but they backed up unsold on huge lots.)