Polling organisation YouGov has launched a ‘Profiler’ service which slices and dices all the information it holds on its panel of survey respondents, such as what newspaper they read, to provide detailed consumer profiles.
For example, YouGov has more than 3,000 Sun readers on its survey panel and by cross referencing that detail with everything else that might differentiate them from their peers, the data tells us they are more likely to be dog-owning, Vauxhall-driving men from East Anglia in their 40s who like pork chops, enjoy darts and horse racing and think "UKIP are just saying what everybody else is thinking". (They also look a bit like a short David Walliams according to the illustration which accompanies YouGov's dashboard of information.)
Meanwhile, based on data on more than 9,000 Guardian readers, YouGov is able to tell us Guardian readers are more likely to be a well-off bunch of London-based leftie cricket fans who enjoy cycling to Waitrose to buy ethically-sourced antipasti, braised endive and fair trade aubergine parmigiana.
Which sounds about right.
And what about Daily Mail readers? The data tells us they’re more likely to be right-wing women in their 60s who live on the south coast, like Cliff Richard, Downton Abbey and Marks & Spencer and think "this country is going to the dogs".
Telegraph readers are rich, Volvo-driving old men trying not to get vichyssoise soup or lobster down their Charles Tyrwhitt shirts, while Daily Mirror readers are apparently more likely to "think the world is controlled by a secretive elite", in between shopping at Aldi and watching Coronation Street.
Express readers eat Morrisons meat pies, live in Yorkshire and describe themselves as occasionally intolerant while readers of the Daily Star like ice cream and boxing. Independent readers are a youthful bunch and Metro readers think they're funny and spend more time than most looking at ads on buses and bus stops.