Contents:

Customer profile Demographics Gender Age Income Occupation Socio-Economic Status Discretionary Expenditure (Big spenders vs. Medium & light spenders) Attitudinal Profile of customers -Health and Fitness I always think of the number of calories in the food I'm eating A low fat diet is a way of life for me Health food is not necessary if you eat properly I try to buy additive free food I love to do as many sports as possible I'm eating less red meat these days I would like to be able to lose weight I'm concerned about my cholesterol level I try to get enough calcium in my diet -Societal Issues 'Environmentally friendly' products are overpriced I try to recycle everything I can I worry about getting skin cancer I don't trust the current Government The Government is doing a good job running the country At heart I'm an environmentalist None of this stuff about the Internet makes any sense to me I go out of my way to learn everything I can about new technology When I'm at home, I like to shut myself off from the rest of the world Obedience and respect for authority are the most important virtues children should learn Threats to the environment are exaggerated I'm worried about invasion of my privacy through new technology Most secondary schools today place too little emphasis on academic achievements I think it is the Government's duty to support those who can't find work Homosexual couples should be allowed to adopt children I find technology is changing so fast, it's difficult to keep up with it I'm optimistic about the future There's too much change going on these days I believe a percentage of everyone's income should go to charities I believe homosexuality is immoral Crime is a growing problem in my community If I had an accident, the local hospital would provide me with adequate treatment I think the gap between the rich and poor is growing Globalisation brings more problems than it solves Terrorists deserve the same rights as other criminals If we don't act now we'll never control our environmental problems -Shopping Preferences Expensive restaurants are not worth the money I don't buy luxuries anymore I believe quality is more important than price I was born to shop I choose a car mainly on its looks You can tell a type of person by the type of car they drive I buy more store's own products than well known brands I would like to buy a home computer I enjoy clothes shopping I try to buy British made products as often as possible I will buy a product because of the label I trust well known brands better than the store's own I have favourite brands for most things I buy and I tend to stick to them I am always ready to try new and different products I enjoy grocery shopping I'll go out of my way in search of a bargain -Food Preferences I enjoy food from all over the world I buy the same food every week If I see a new type of food I will try it I'm constantly watching my weight I like to have traditional meals at home My pet is a fussy eater I don't have time to spend cooking I like to eat healthy food but don't want to compromise on taste The food I eat is all, or almost all, vegetarian I often buy take-away food to eat at home I buy much more fresh or chilled food than I used to I try to buy organic food whenever I can I won't buy genetically modified food if I can help it I often buy frozen or chilled ready prepared meals People often compliment me on my cooking I seldom have time for breakfast I tend to snack throughout the day I prefer to eat healthy snacks I like to drink wine with my meals Taste is more important than ingredients I avoid dairy foods whenever possible -Finance Preferences Credit enables me to buy the things that I want I like to be well insured Recently I've cut down my spending The British economy appears to be improving I feel financially stable at the moment I'm worried about interest rates at the moment It would be ideal if I could conduct all my banking without ever having to go to a branch I prefer to invest in something with a safe return -Advertising and Media Preferences I use coupons I find in magazines or on packets I video tape programmes if I can't watch them I always watch the news on TV to keep me up-to-date I always read the business section of the newspaper I listen to the radio in the car I often enter competitions run by newspapers, magazines or radio stations I often enter competitions which are on packets or labels on products I often redeem coupons to get discounts or special offers I don't read the ads in newspapers and magazines I can't help noticing advertising on buses I enjoy buying magazines I can't miss seeing those big billboard signs I find TV advertising interesting TV advertising quite often gives me something to talk about Nearly all TV advertising annoys me Some TV advertising is devious Quite often I find TV advertising more entertaining than the programmes I often take advantage of the special offers on the back of my supermarket receipt I usually notice the advertisements on shopping trolleys when I go grocery shopping I often notice the advertisements on taxis Advertising posters in shopping centres and malls don't interest me -Activities Profile of customers -Leisure Activities in the last 3 months Played a sport Did some formal exercise (eg. gym, aerobics, running, cycling etc.) Played darts Played a game of pool/snooker/billiards Played computer games at home Played video games at home (eg. PlayStation/Nintendo/Sega) Played video games at a video arcade Played board games (eg. Monopoly, Trivial Pursuit) Went to a professional sports event Worked on a car Played a musical instrument or sang in a band or choir Worked in the garden Stamp collecting Dressmaking Hobbies -General Entertainment in the last 3 months Went to a night club / disco Went to a casino Went to a racetrack Went to the cinema Rented a video Rented a DVD Bought a DVD (pre-recorded) Bought a CD (pre-recorded) -Entertained friends or relatives in the last 3 months Visited friends / relatives Entertained friends / relatives Held a dinner party -Live Entertainment in the last 3 months Went to the theatre Went to the ballet or opera Went to a rock, pop music concert Went to a jazz, classical or blues performance Went to a theatre restaurant, bar/tavern/pub or cabaret for live entertainment -TV Sport Watched almost always or occasionally Grand Prix Formula 1 racing Rally car racing Other car racing Motorcycle racing Football World Cup Football Rugby League Rugby Union Rugby World Cup American Football Australian Rules Cricket Basketball Baseball Beach volleyball Horse racing (flat) Horse racing (Jumps, National Hunt) Total watch Horse racing Equestrian Water Polo Polo Dog racing Golf Cycling Gymnastics Body building Boxing Wrestling Curling Fencing Field hockey Ice hockey Figure skating Athletics/Track & field Marathon/Running Triathlon and other endurance events Snooker Pool Darts Bowls Squash Tennis Badminton Snow skiing/Snowboarding Ski jumping/Aerials Surfing Windsurfing/Sailboarding Sailing Swimming Diving Water skiing Rowing Synchronised Swimming Fishing Shooting Olympic Games Other -Sports and Activities Participated in regularly/occasionally Aerobics Cycling Gym Activities/Weight Training Gymnastics Jogging Power walking Roller blading/Skating Marathons/Running Athletics/Track & field Triathlons TOTAL Athletic Activities Walking/Rambling TOTAL Athletic Activities (inc. Walking/Rambling) Rugby League Rugby Union Football Cricket Field hockey Basketball Softball Baseball Skittles Netball Volleyball TOTAL Team Sports Squash Badminton Table tennis Tennis Golf Tenpin bowling Bowls Snooker/Billiards Darts Frisbee TOTAL Individual Sports Boxing Martial arts TOTAL Combative Sports Body surfing Surfing Swimming Scuba diving Snorkelling/Skin diving Scuba diving/Skin diving (TOTAL) Water skiing Jet skiing Power boating Sailing Wind surfing/Sailboarding Rowing TOTAL Water Sports Snow skiing Snowboarding Ice/Figure skating TOTAL Winter Sports Fishing - fresh water Fishing - salt water Fishing (Total) Backpacking/Hiking Horse riding Archery Clay or target shooting Hunting or Game shooting Rock climbing/Abseiling TOTAL Outdoor Activities Dirt biking Motorcycle racing Motor/Car racing TOTAL Motor Sports Ballet/Jazz/Tap/Modern dancing Ballroom dancing Line dancing TOTAL Dancing Other dancing TOTAL Dancing (inc. Other Dancing) Yoga Flying (pilot licence) Other TOTAL participated in any sport/leisure activity regularly or occasionally TOTAL participated in any sport/leisure activity regularly or occasionally (inc. walking/Rambling) -Segmentation Profile -Roy Morgan Values Segments (Developed in conjunction with Colin Benjamin of -The Horizons Network) Basic Needs Fairer Deal Traditional Family Life Conventional Family Life 'Look At Me' Something Better Real Conservatism Young Optimism Visible Achievement Socially Aware -Media Profile -Major Magazines Read Asda Magazine Bella Chat Closer FHM Heat Hello Marks & Spencer magazine National Trust Magazine OK! Magazine Radio Times SAGA Magazine Sainsbury's Magazine Sky The Magazine Somerfield Magazine Take a Break Tesco Magazine TV Choice TV Times What's on TV -National Newspapers Read Daily Express Daily Mail Daily Mirror Daily Record Daily Star Daily Telegraph Financial Times Guardian Independent Racing Post Scotsman Sun Times -Heavy Media Usage Heavy newspapers (7+ in last week) Heavy magazines (5+ issues) Heavy TV (4 hours or more per day) Heavy Radio (4 hours or more per day) Heavy internet (8+ times in last week) Heavy cinema (2+ visits in last 3 mths) -Newspaper Usage Heavy newspapers (7+ in last week) Medium newspapers (3-6 in last week) Light newspapers (1-2 in last week) No Newspaper Read -Magazine Usage Heavy magazines (5+ issues) Medium magazines (2-4 issues) Light magazines (1 issue) No Magazine Read -TV Watching Heavy TV (4 hours or more per day) Medium TV (2-<4 hours per day) Light TV (<2 hours per day) No TV Viewing -Radio Listening Heavy Radio (4 hours or more per day) Medium Radio (2-<4 hours per day) Light Radio (<2 hours per day) No Radio Listening -Internet Usage Heavy internet (8+ times in last week) Medium internet (1-7 times in last week) Light internet (less than once a week) Never accessed the Internet -Cinema Attendance Heavy cinema (2+ visits in last 3 mths) Medium cinema (1 visit in last 3 mths) Light cinema (last 12 mths but not last 3 mths) No cinema (last 12 mths) -Media Typology Index (Summary) Any Newspaper in last 7 days Any Magazine Any Television in last 7 days Any Radio on an average weekday Been to Cinema in last 4 weeks Read any Catalogue in last 4 weeks Access the Internet at least monthly -Print Media Typology Index Any Newspaper in last 7 days Weekday Newspaper Weekend Newspaper Any Magazine Women's Lifestyle Women's Fashion Home, Garden & Lifestyle Food & Entertainment Business, Financial & Airline Travel Men's Lifestyle Women's Youth Youth Sporting Fishing & Hunting Boating Motoring Bikes Computing, Gaming & Info Tech Music & Movies General Interest Health & Family TV & Radio Guides Newspaper Inserts Puzzles Read any Catalogue in last 4 weeks -TV Media Typology Index Any Television in last 7 days BBC1 programs BBC2 programs ITV programs CH5 programs CH4 programs S4C programs TV News Current Affairs TV Business TV Documentaries TV Chat TV Quiz TV Soaps TV Drama TV Comedy TV Entertainment (Incl. Reality TV) TV Entertainment (Excl. Reality TV) TV Films TV Home/Lifestyle/Travel TV Sport TV Sci-fi TV Reality Free-to-Air Television (Terrestrial) in the last 7 days Cable Television in the last 7 days Weekday Television in the last 7 days Weekend Television in the last 7 days