1. A method comprising: capturing, using one or more computing devices, information about a user; wherein capturing actions includes at least one of: determining which type of items are purchased online for the user; determining which type of computer programs are downloaded for or used by the user; determining topics reflected in electronic communications of associated with the user; determining topics reflected in items purchased online for the user; determining to which online social communities the user belongs; determining interests reflected in comments associated with the user in online social applications; determining persons to whom the user is socially connected in online social applications; capturing how an avatar of the user interacts with one or more other characters in an online environment; randomly inserting questions that relate to play personality or intrinsic motivators with other questions presented within an online game environment; capturing one or more images of the user as the user engages in an activity; detecting eye movement of the user as the user engages in an activity; detecting pupil size changes of the user as the user engages in an activity; or monitoring how the user makes purchases at or interacts with virtual stores or venues; wherein capturing information about the user further comprises presenting an online assessment that includes a series of questions designed to assess at least one of: a1) which play type, of a plurality of play types, satisfies the user's need for play; or b1) intrinsic motivators of the user; based, at least in part, on the information about the user that is captured using the one or more computing devices, automatically determining at least one of: a2) a play personality of the user, including: estimating a degree to which each of the plurality of play types satisfies the user's need for play; and determining that one or more particular play types, of the plurality of play types, best satisfy the user's need for play; wherein the plurality of play types includes two or more of: Object, Pretend, Social, Rough and Tumble, Body, Exploratory, Celebratory, Competitive, Ritual, Narrative, Fantasy or Games/Gaming; or b2) intrinsic motivators of the user; storing, in a computer-readable medium, data that reflects at least one of: a3) the play personality of the user; or b3) intrinsic motivators of the user; and wherein the method is performed by one or more computing devices.
1. A method comprising: capturing, using one or more computing devices, information about a user; wherein capturing actions includes at least one of: determining which type of items are purchased online for the user; determining which type of computer programs are downloaded for or used by the user; determining topics reflected in electronic communications of associated with the user; determining topics reflected in items purchased online for the user; determining to which online social communities the user belongs; determining interests reflected in comments associated with the user in online social applications; determining persons to whom the user is socially connected in online social applications; capturing how an avatar of the user interacts with one or more other characters in an online environment; randomly inserting questions that relate to play personality or intrinsic motivators with other questions presented within an online game environment; capturing one or more images of the user as the user engages in an activity; detecting eye movement of the user as the user engages in an activity; detecting pupil size changes of the user as the user engages in an activity; or monitoring how the user makes purchases at or interacts with virtual stores or venues; wherein capturing information about the user further comprises presenting an online assessment that includes a series of questions designed to assess at least one of: a1) which play type, of a plurality of play types, satisfies the user's need for play; or b1) intrinsic motivators of the user; based, at least in part, on the information about the user that is captured using the one or more computing devices, automatically determining at least one of: a2) a play personality of the user, including: estimating a degree to which each of the plurality of play types satisfies the user's need for play; and determining that one or more particular play types, of the plurality of play types, best satisfy the user's need for play; wherein the plurality of play types includes two or more of: Object, Pretend, Social, Rough and Tumble, Body, Exploratory, Celebratory, Competitive, Ritual, Narrative, Fantasy or Games/Gaming; or b2) intrinsic motivators of the user; storing, in a computer-readable medium, data that reflects at least one of: a3) the play personality of the user; or b3) intrinsic motivators of the user; and wherein the method is performed by one or more computing devices. 10. The method of claim 1 wherein: capturing information about the user includes determining topics reflected in books purchased online for the user; and automatically determining is based, at least in part, on the topics reflected in items purchased online for the user.