1. A method comprising: collecting, by one or more processors, data from a presence-based system implemented on one or more servers that enables a plurality of users to exchange one or more instant text messages in an instant message session; extracting, by the one or more processors, demographic information on the plurality of users from the collected data, the extracting including: scrubbing personal data that identifies each of the users from the collected data; assigning a unique reference identifier to data that originated from each of the users; eliminating duplicate data on each of the users based on the unique reference identifiers; organizing the collected data based on the demographic information to prepare a report; and providing the report to a report recipient.