1. A method of categorizing a user, the method comprising: marking one or more graphical user interface (GUI) features of an application; monitoring a user's usage of the one or more marked GUI features of the application; generating one or more user-specific ontologies for the user in accordance with the user's monitored usage; comparing the one or more user-specific ontologies with a plurality of defined ontologies, each defined ontology corresponding to a category of a plurality of categories; and categorizing the user in accordance with the comparison of the one or more user-specific ontologies and the plurality of defined ontologies.